communication ideas for the eyecare office
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Communication Ideas for the Eyecare Office Listening/Action
Presentation to Northern Nevada Optometric Group
Kit Carmiencke,OD Integrated Eyecare Bend, Oregon [email protected] [email protected]
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 demando Access issues
• Reduced reimbursements• Patients having to pay more out-of-pocket• Challenge to our optical business • Limited sources for capital• Medicare
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 factorbut refraction not coveredbut two eye codes But we have to inform patients
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
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
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”
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
Communication Ideas for the Eyecare Office Patients - Listening/Action
Just Ask -Reality check from Guy Kawasaki
Your customerso List the top 5 reasons your customers buy from youo Take 5 of your customers to lunch (one at a time) and ask them why they buy
from youo Compare your list with your customers responses
Potential customerso List the top 5 reasons potential customers don't buy from youo Take 5 prospective customers to lunch and ask them why they
don't buy from youo Compare your list and your prospective customers' responses
Communication Ideas for the Eyecare Office Patients - Listening/ActionPost-Encounter Surveys Hand out On-line Google Forms, Survey Monkey, WufooSurvey 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?
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”
Communication Ideas for the Eyecare Office Staff - Listening/Action
Why listen to Staff about our business?Generally patients spend more time with staff than doctorPatients 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"
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
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 work3 - At work, I have the opportunity to do what I do best4 - 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
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 emotionaljob performance (51%)
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"?
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
Communication Ideas for the Eyecare Office Staff - Listening/Action
Results of Bladrige Staff Assessment Tool "Doctors you're not listening"
ACTION - Staff Communication CenterSharing of Information Calender Schedule Notes from staff retreats, team meetings Employee manualOne LocationStaff InvolvedGoogle Sites Private Free Accessible from anywhere
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
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
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
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
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