In healthcare we all hate the big bad word – Selling. But we aren’t in the business of forcing a cataract patient to choose an option that’s not the right choice for them. We are, however, in the business of helping our patients make a choice that’s right for them, what they want and what they will be happy with; ultimately a better product – which is better vision and a better lifestyle.
How do we go about educating cataract patients on their options and move from being a surgery scheduler to a surgery counselor? Follow this simple checklist.
1. Reaffirmation
Congratulate the patient on being a candidate for the recommended surgery package or lens. It’s seems like common sense, but nevertheless, imperative to alleviating fears. Cataract surgery should be something celebrated not feared. Reaffirming their candidacy, not only solidifies the surgeon recommendation, but also sets the foundation for the rest of the conversation.
2. READDRESS BURDEN/SOLUTION
Gathering notes about a patient’s lifestyle is vital to connecting how/why cataract surgery will be beneficial for them. We aren’t selling patients technology. We are educating them on the possibilities of a better lifestyle. When counseling a patient, focus on selling the benefits not the features.
FEATURE is what your product or service does
BENEFIT is what your product or service does for your patient
Discovering if your cataract patient has grandchildren, is a cyclist, or is still employed, can help you find out if they are also suffering from the burden of glasses & contact and how a premium lens/premium package will be a great solution.
3. ADDRESS QUESTIONS
For most cataract patients, this is all new information. Be sure to use open-ended questions to get the patient talking and comfortable opening up to you. There is a difference between saying, “Do you have any questions?” versus “What questions can I answer for you today?” or “What can I help clarify for you?” Be sure to address all questions before moving onto price.
