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Communication Ideas for the Eyecare Office

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Communication Ideas for the Eyecare Office

  1. 1. Communication Ideas for the Eyecare Office Listening/Action      Presentation to  Northern Nevada Optometric Group          Kit Carmiencke,OD         Integrated Eyecare         Bend, Oregon             drkc@iebend.com             kcarmiencke@gmail.com
  2. 2. Communication Ideas for the Eyecare Office Listening/Action • What are the biggest issues facing the eye care practices now and in the near future? •     Not enough patient demand o      Access issues •     Reduced reimbursements • Patients having to pay more out-of-pocket •     Challenge to our optical business  •     Limited sources for capital •     Medicare
  3. 3. Communication Ideas for the Eyecare Office Listening/Action Medicare - could there be an opportunity here? In next 5 years 18 million MORE Medicare patients Medicare     Generally no restriction of providers     Although expect lower conversion factor but refraction not covered but two eye codes         But we have to inform patients
  4. 4. Communication Ideas for the Eyecare Office Listening/Action What do Medicare patients want? Five wants of all patients in the exam process • On-time and timely • Friendly environment • A doctor who listens • Clear explanations               • Patient wants to be recognized as an individual
  5. 5. Communication Ideas for the Eyecare Office Listening/Action Of course we listen, what's next? Survey of 300 large companies, managers and  customers • 80% of management said they provide superior  service • Consumers of these same companies said they  received superior service 8% of time • Huge gap between management and  customers  impressions
  6. 6. Communication Ideas for the Eyecare Office Listening/Action Of course we listen, what's next?         . . but health care results are different, aren’t they? Survey of 100 patients randomly selected, asked  if there was one piece of advise you could give a new  doctor, what would it be?     Overwhelming response was . . .      “doctor, listen to your patient” 
  7. 7. Communication Ideas for the Eyecare Office Patients - Listening/Action How do we listen to patients about their impression of our business? Do we ask patients about their experience with your office? Do we ask their input on post-encounter surveys? Action Just ask Surveys CRM
  8. 8. Communication Ideas for the Eyecare Office Patients - Listening/Action Just Ask -Reality check from Guy Kawasaki Your customers o List the top 5 reasons your customers buy from you o Take 5 of your customers to lunch (one at a time) and ask them why they buy from you o Compare your list with your customers responses Potential customers o List the top 5 reasons potential customers don't buy from you o Take 5 prospective customers to lunch and ask them why they don't buy from you o Compare your list and your prospective customers' responses
  9. 9. Communication Ideas for the Eyecare Office Patients - Listening/Action Post-Encounter Surveys Hand out On-line Google Forms, Survey Monkey, Wufoo Survey questions  Minutes you had to wait past your appointment time  Courtesy and caring of the staff testing you  Courtesy and caring of the doctor treating you  Willingness of the doctor to listen to your questions  Clear explanation of your results and treatment plan Which is most important? If this were your business what is the one thing you would change?
  10. 10. Communication Ideas for the Eyecare Office Patients - Listening/Action Customer Relationship Management (CRM)  How long have they been a patient?  Occupation  Sport and recreational activities  Travel  Community activities  Family  Previous “issues”
  11. 11. Communication Ideas for the Eyecare Office Staff - Listening/Action Why listen to Staff about our business? Generally patients spend more time with staff than doctor Patients will often share comments (frustrations) with staff How do we listen to Staff about their impression of our business? Staff meetings, team meetings, one-on-one comments Action Recognize importance of staff Baldrige staff survey "Communication Center"
  12. 12. Communication Ideas for the Eyecare Office Staff - Listening/Action Why listen to Staff about our business? Results of project by Gallup Organization demonstrated correlation between employee engagement and customer engagement at Ritz-Carlton 7% increase in employee engagement resulted in a 14% increase in customer engagement • Engaged staff leads to more customer engagement • Higher customer engagement higher financial return
  13. 13. Communication Ideas for the Eyecare Office Staff - Listening/Action     How to listen to Staff Gallup’s Employee Engagement Metric 1- I know what is expected of me at work 3 - At work, I have the opportunity to do what I do best 4 - In the last seven days, I have received recognition or praise. 6 - Someone at work who encourages my development. 11 - In the last six months, someone has talked to me about my progress
  14. 14. Communication Ideas for the Eyecare Office Staff - Listening/Action Importance of Staff from Danny Meyer "I love your restaurants and the food is fantastic, but            what I really love is how great your people are" "The human beings in our restaurants have far more impact  on whether we succeed than any other other aspect  including food" "Our staff performance reviews weigh both  technical job performance (49%) and emotional job performance (51%)
  15. 15. Communication Ideas for the Eyecare Office Staff - Listening/Action Your success is dependent on your  people . . . . . . but how do you know if you have the right people Two key questions: Knowing what you know now, "would you hire this person again if they were applying for a position with your firm?" If this person came to tell you he or she is leaving, "would you feel terribly disappointed or secretly relieved"?
  16. 16. Communication Ideas for the Eyecare Office Staff - Listening/Action     Malcolm Baldrige National Quality Award • Raises awareness about the importance of performance excellence • Provides organizational assessment tools and criteria • Educates leaders in businesses and government about the practices of best-in-class  Leadership  Work force focus  Customer focus  Strategic management  Process management  Measurement and analysis  Results
  17. 17. Communication Ideas for the Eyecare Office Staff - Listening/Action Results of Bladrige Staff Assessment Tool             "Doctors you're not listening" ACTION - Staff Communication Center Sharing of Information Calender Schedule Notes from staff retreats, team meetings Employee manual One Location Staff Involved Google Sites Private Free Accessible from anywhere
  18. 18. Communication Ideas for the Eyecare Office On-line - Listening/Action Social Media isn’t growing its exploding         Years to reach 50 million users             Radio             Television             Computer             Facebook Social Media is important to your business
  19. 19. Communication Ideas for the Eyecare Office On-line - Listening/Action Marketing is transitioning from push to engagement 78% of consumers trust peer recommendations Only 14% trust advertisements Consumers are overwhelmed and have learned how to block push marketing Purpose of Social Media is engagement
  20. 20. Communication Ideas for the Eyecare Office On-line - Listening/Action Strategy for Social Media • know your audience • know your objectives • Play with the tools • Learning by following • Define outcomes • Start measuring
  21. 21. Communication Ideas for the Eyecare Office On-line - Listening/Action Action follow the leaders Mayo Clinic Social Media Strategy     Three elements  Connect   Create Content   Engage
  22. 22. Communication Ideas for the Eyecare Office On-line - Listening/Action How do we learn about Social Media? Ask our kids and grandkids Cheryl Sandburg Play with the tools Twitter Facebook Blogs Web-sites Linedin

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