Are We Recalling Patients To Provide Care, Or Sell Product?

As Gary Gerber said in my last blog, the percentage of patients who could easily afford and greatly enjoy multiple pairs of lifestyle glasses is very small.

That’s because most ODs either totally neglect or greatly undersell the benefits of lifestyle eyewear. 

I am not saying overselling doesn’t happen in eyecare practices. But in my consulting experience, it is the exception, not the rule.

Your patients are paying you for care AND advice. Don’t be shy about giving them multiple options for eyewear choices. 

Then create a comfortable environment for them to decide what they want and what they can afford. In my opinion, there is no problem unless you make the patient feel pressured.

Recalling Healthy Patients: Is One Year The Magic Number?

As for how long between exams, I feel there are too many variables involved for anyone to set a definite time period for recalling healthy patients.

For example, I would certainly recall a healthy 25 year old –3.00 myope more often than a healthy 25 year old emmetrope. That’s just common sense.

It’s great to get the opinion of your colleagues and refer to AOA guidelines. But, at the end of the day, you have to use your professional judgment when deciding how often to see a patient.

And then, of course, you have to get the patient to agree with your plan.

More Feedback From ‘Ask Dr. Hayes’ Readers On Recall Frequency

Dear Jerry,

I agree with my friend Gary Gerber on this one. As an optometrist I feel like I am in the treatment AND wellness business.

I want to see each of my patients at least once a year. They know up front from me that there may not be a change in their Rx every year. I want to see them to ensure that their eyes are well and free from undiagnosed disease.

Preventative medicine and wellness are going to be some of the mainstays of modern eyecare. The greater the number of ‘touches’ your practices achieves with the patient, the greater the opportunity for multiple eyewear sales

Daraius Unwalla, OD

Dear Jerry,

My professional opinion is that patients should be recalled annually. I feel strongly about this and yes, less retail will occur, but doing the right thing for the patient every time dictates annual exams.

I think annual recall shows your patients you care about them and proves that you are NOT all about profits and selling them something every visit.

This approach allows me to make ‘tune-ups’ on their glasses and address all of their ocular needs. Many times a change occurs and the patient gets to appreciate that improvement sooner.

If you are so busy you cannot find time to see all these annual exam patients, Great! Hire an associate, expand, increase efficiency, or all the above.

Be the best you can and grow the best practice possible. It is a great feeling of accomplishment.

Thanks for your blog!
Jeff Bieter, OD

Jerry,

I believe that we need a single unified message; yearly eye exams for everyone.

Optometry must follow dentistry's lead and have everyone, from the doctors to the contact lens and solution manufacturers, preaching the same message to the public.

There are too many ‘guidelines’ out there, which only confuse the public.

George Mamalis, OD  

Dr. Hayes,

I am not so sure I agree with recalling healthy spectacle wearers once a year. Heck, even the AOA recommends every two years for these patients.

Most of us ultimately want the best for our patients AND our practices, but I feel if we truly take care of our patients first and be honest without trying to oversell, the business will take care of itself.

I have been associated with LensCrafters for more than a decade and I have seen them become more and more corporate.

On the outside, LensCrafters is trying to do what the toothpaste companies did for dentists (get preventive care every six months) by recommending yearly eye exams and pre-appointing. I feel their motivation is to sell as many glasses as possible.

Dr. K

Dear Dr. Hayes,

With regard to frequency of eye exams, I have two thoughts. One is that if you are practicing a medical model of eyecare, whether the patients get glasses or not is irrelevant.

Medical eye problems can occur at any time, and even a healthy eye can develop a problem. Do think that all those people who have been convinced to see their dentist every six months all need cavities filled each time?

Secondly, unless you are booked every appointment you are open for business, an eye exam with no glasses is better than an empty chair. The chair cost is irrelevant.

Martin J Sikorski, OD

Dear Jerry,

We should also consider the AOA’s Optometric Clinical Practice Guidelines when discussing frequency of recall.

For asymptomatic/risk-free patients, the Guidelines recommend exams every two years from ages 6 months to 60 years, annually thereafter.

That said, determining who is ‘at risk’ and thus recommended for more frequent examination is somewhat at the discretion of the doctor.

See http://www.aoa.org/x5502.xml, for additional details.

Thanks for the blog! Jeff Weaver, OD

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Disclaimer: The information and opinions contained on this site are for discussion purposes only and are NOT intended to serve as legal, accounting or investment advice. ©2009 Jerry Hayes, OD. Not to be reproduced without written permission of the author.