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The delivery of our
professional recommendation to the patient is one of
the most important elements of the patient-doctor
encounter. Unfortunately, it’s not always delivered
with success. Many times, an assertive professional
recommendation can make a profound impact on how
complacent or compliant patients are when we advise
them on materials upgrades, additional diagnostic
testing or return office visits. Ultimately, our
professional recommendation plays a vital role to
our practice’s success. |
Where is
the Disconnect?
When I was first in practice, my professional
recommendation was particularly uncomfortable and
poorly delivered. I often felt as if the patient
would view me as demanding or bossy if I would
assertively state my recommendation. Reflecting back
on my own fears of potentially being considered an
aggressive, pushy doctor, my professional
recommendations quickly became nothing more than
suggestions. |
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| We Want to Hear From
You!
new O.D.s, what’s on your mind? Please send us your
comments, questions and column ideas. We’ll include them in
upcoming editions of the newsletter. Please e-mail us at response@newod.com |
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The light bulb turned on one day when I wrapped up
the examination with my “suggestions” and the
patient then asked for my professional
recommendation. Confused, I again started to go
through my list of “suggestions” with the patient
who then interrupted and said, “With all due
respect, I got the same suggestions off of the
Internet last night. I came to you today because you
have the training and background to decide which
suggestion is best for me. Now, what do you
recommend?”
To say that I was embarrassed is an understatement.
I learned a valuable lesson that day and never again
wanted a patient to equate the level of care he
received in my office to that of a Web site.
The Power Behind Your Professional Recommendation
Your professional recommendation is a powerful tool.
Not only can it be a direct reflection of your
competence, professional poise and knowledge with
your patients, it can also be a wonderful tool to
help you to efficiently manage your time. When you
take a more assertive approach, it’s possible to
limit your discussion with your patient to the two
or three best options and conclude with your
recommendation. As I became comfortable with making
recommendations, my patients were more comfortable
and asked fewer questions. They sensed my confidence
with the recommendations that I made for their care.
In turn, I quickly became more productive.
An assertive professional recommendation can also
make your staff’s job much easier. I discovered that
my staff appeared more confident discussing options
and fees with patients when I became confident with
my recommendations. Staff quickly began to notice
how much easier it was to upgrade patients into
premium anti-glare coatings or thinner lens
materials after I cast my recommendation to both the
patient and my staff. As a result, I’ve quickly
learned the valuable impact that my professional
recommendation has had on the financial success of
my practice.
The Importance of a Professional Recommendation
As a young practitioner, I can attest to the
importance of patients viewing me as assertive and
confident. I’ve had a number of patients ask me,
“Are you sure that you’re old enough to be a
doctor?” As a new O.D., you too, will be faced with
the unique challenge of trying to establish a
credible, knowledgeable and trustworthy rapport with
your patients. One of the best ways to establish the
highest level of credibility with your patients is
through the professionalism of your recommendation.
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