How to be a
“Super” Staff Member
Let’s discuss!
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WHO IS MOST CRITICAL TO A SUCCESSFUL OFFICE?
Is it the Doctor or the staff?
• Actually both are critical but without the assistance of a
competent staff, success is generally unlikely.
• Patients’ impressions of an office are based primarily on how
well they are treated by the staff.
• Staff represent the “face and voice” of the practice.
– Providing excellent customer service differentiates the practice.
– Great service is a “choice” that can only come from the heart.
– Treating patients with respect, listening to their concerns, identifying
their needs, working hard to prevent problems, and resolving them,
if they do occur, is vital to a successful office.
• Well trained staff are invaluable in representing the office
skillfully, professionally, and effectively.
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WHO IS MOST CRITICAL TO A SUCCESSFUL OFFICE
• Improving patient loyalty and advocacy
– Not being rude, short, nasty, unhelpful, inattentive, or impatient
– While patients may leave after one bad experience, 93% will leave after a
maximum of 3 poor customer service experiences.
– 68% of patients who leave do so because of a bad staff experience.
• Attributes of a good staff member
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Understanding the hierarchy of the office staff and fitting in.
Learning one’s duties and responsibilities.
Dressing properly and appropriately.
Maintaining the confidentiality of patient information.
Expecting to be judged on performance and initiative.
Being prepared to work long hours occasionally.
Setting personal goals to become a better “people” person.
Becoming a team player who can work out differences amicably.
Willingness to develop office policy and staff manuals.
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WHO IS MOST CRITICAL TO A SUCCESSFUL OFFICE?
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Developing social media skills to benefit the office’s Internet image.
Becoming more efficient and helping to suggest cost/time saving ideas.
Well trained staff can generate 24% more gross profit and 21% more revenue .
Top performers can produce 5-10 times more than the average worker.
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WHO IS MOST CRITICAL TO A SUCCESSFUL OFFICE?
• Staff training
– Frequent office meetings to review office procedures and policies are needed.
– Staff training should be an integral part of these office meetings.
– Quality training can best be easily achieved through VS sponsored staff
training programs, as well as through VSLearning.com.
– AOAExcel Medical Records & Coding Resources
• www.ExcelOD.com/Coding
• AskTheCodingExperts@AOA.org
• AOACodingToday.com (previously $349), AOA.ReimbursementPlus.com Suite
• Codes for Optometry from AOA Marketplace for $140
– Vision Source Optimum for ICD-10 Training:
optimumicd10.optometricbusinesssolutions.com
– Participation in VSR webinars or consulting with VSR Facilitator for training
opportunities.
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WHO IS MOST CRITICAL TO A SUCCESSFUL OFFICE
• Skills required of competent staff
– How to answer the phone. (screening calls, taking phone messages,
triaging emergencies, giving directions, answering difficult questions)
– How to operate EMR systems
– How to navigate the Internet and deal with negative posts.
– How to properly acknowledge patients as they enter the office.
– How to navigate patients through preliminary or special testing.
– How to perform frame selections, dispensing, and repairs.
– How to present fees. (Always ask for full payment.)
– How to work with people in a positive manner.
– How to handle difficult patients.
• Compassion is more important than response time.
• 30% prefer being treated well over response time.
• Happy patients tell 3-5 patients, unhappy patients tell everyone.
• It costs six times as much to generate a new patient!
• People will forgive mistakes, but not a bad attitude.
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SIMPLE THINGS TO ENHANCE THE PATIENT EXPERIENCE
• When should you smile?
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As often as possible.
Every time you greet a patient.
Prior to answering the telephone.
Smiling puts you in a more positive and happy frame of mind.
• How to welcome a patient to the office.
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Be prepared to greet the patient, as soon as they enter the office.
Be sure to address them properly by their full name and title.
Be a resource for them, especially if they are new to the office.
Make them feel at home and guide them through the office process.
Speak clearly and instruct them as to what they need to fill out.
• Attending to the patient’s needs.
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Have a children’s corner stocked with books, toys, and games.
Have a wide screen TV with movies to entertain children and adults.
Provide relief for anyone who is thirsty, sick or hungry.
Provide patient incentives such as referral or gift certificates.
Provide educational patient brochures to read.
Provide patients with photos of patients & their eyewear.
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SIMPLE THINGS TO ENHANCE THE PATIENT EXPERIENCE
• Patient scheduling and office flow
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Follow office protocol to properly schedule patients.
Enter demographic information at the time of the appointment.
Ask new patients to come in a little earlier to do their paperwork.
Remind patients to bring in a list of all their medications, dosages and
supplements.
Begin the morning and afternoon on time by opening 10 minutes early.
Have a balanced schedule with time set aside for emergencies.
Remind Doctors to limit conversations to the reason the patient is there.
Keep no-shows to a minimum (under 5%) & call no-shows immediately.
• Programs like Demand Force can help to eliminate these by email or text reminders to
patients.
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SIMPLE THINGS TO ENHANCE THE PATIENT EXPERIENCE
• Patient scheduling and office flow
– Note patient’s personal preferences on how they wish to be contacted.
• Postcard, phone call, tweet, Facebook, email, or text.
– Before ending an appointment call, repeat and confirm the day, date, and
time of their appointment.
– Notify the patient of any delays
– If the patient is rescheduled, let the doctor know so he/she can apologize
• Lab Delays
– Apologize—blame the lab
– Call patients immediately to let them know; document time of the call
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NOTES TO HELP YOUR DOCTOR
• Ask patients what type of multifocal lenses they are wearing (flat top or
progressive)
• Ask if they are having problems with their glasses
• Ask where they got their glasses (WalMart, Costco, LensCrafters, online)
– where they get glasses can tell the doctor what type of progressive lens it is
and can help to diagnose problems with progressives
• Ask what type of multifocal lens patient prefers
• Rx lost, broken, never worked
• Patient thinking of new frame/Rx
• Ask patients if they need a PCP note, vision certificate, excuse slip
• Patient Facts
– Death in family, pets, personal details
– Last hospitalization / surgery
– Family history (glaucoma, diabetes, ARMD)
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CHECKLIST FOR PATIENT SCHEDULING
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New, Returning or “Former” Patient?
Patient’s Full Name (middle initial)
Verify Date of Birth
Daytime phone number (office, home, or cell) –
Need a valid number to reach them
• Insurance information: vision and/or medical (Check
if patient has HMO coverage)
• Regular or contact lens exam or office visit (medical)
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CHECKLIST FOR PATIENT SCHEDULING
• Day of week and time that is best for patient (family
members?)
• Doctor preference, if any
• If new patient, last 4 digits of SSN, insurance info,
phone #, office location
• Advise all patients to bring in picture ID, list of meds
and all insurance cards
• Review appointment date, time, office location, and
thank them for calling the office
• HIPAA REMINDER: We need to keep things more
confidential
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SIMPLE THINGS TO ENHANCE THE PATIENT EXPERIENCE
– Staff and doctors should meet to review the schedule for the day.
• Helps to identify special patients who require special assistance and understanding.
• Enables staff to assign themselves to work with certain patients who require special care.
• Prepare and review Doctor’s notes for each patient to alert the Doctor to special needs.
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SIMPLE THINGS TO ENHANCE THE PATIENT EXPERIENCE
• How to handle difficult patients
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Choose your words carefully before speaking out.
Be more understanding and empathize instead of being confrontational.
Educating patients may possibly divert a potential problem.
Losing your temper hurts you and the practice and it benefits no one.
Anger management:
• Let them vent, don’t get in their way, and show them you are listening.
• Life is 10% of what happened and 90% of how we handle it.
– Proper communication technique
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Listen to the problem to understand their perspective or frame of reference
Acknowledge: “Let me make sure I understand what you said.”
Explore:“Is there anything else I need to know about this problem,?”
Resolve: “I am sure we will be able to resolve this issue for you.”
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SIMPLE THINGS TO ENHANCE THE PATIENT EXPERIENCE
• Review
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Be polite
Do not take complaints personally
Ask for help if you are getting emotionally involved
If it were your problem, how would you want it to be handled?
Turn the encounter into a positive one
• End every patient encounter with “Thank You”.
– Powerful way to connect emotionally with patients.
– Patients appreciate this unexpected thoughtfulness.
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SUMMARY
• The most important part of any office is its staff to keep the
doctor successful and happy which also makes for happy patients.
• Emphasizing staff training helps the staff to excel.
• Well trained staff in turn tend to increase office efficiencies.
• Enhanced efficiencies allow the office to see more patients.
• Seeing more patients increases productivity and revenue.
• Additionally being able to understand and provide a superior
patient experience helps staff to keep patients happy.
• Happy patients equal greater patient retention and advocacy.
• A successful office is more capable of better compensating its
staff and improving the office’s infrastructure.
• Developing and training staff and affording staff a better work
environment is a win-win for staff and doctors.
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