Eyeworld Daily News

EW SHOW DAILY 22 Sunday, May 8, 2016 ASOA News Today by Vanessa Caceres EyeWorld Contributing Writer Y our practice staff may see many patients every day, but are they truly listening to patients' concerns or questions? When you improve your practice's communication skills, you boost patient care and satisfac- tion, said Michael Besserman and Michael Hecker, both from Alcon, Fort Worth, Texas. Mr. Besserman and Mr. Hecker led the Friday ASOA course "Talking Does Not Equal Communicating: Communication That Drives Results." Patient satisfaction is also important as both online reviews and agencies like the Centers for Medicare & Medicaid Services take a closer look at what patients think of the care they receive from their physicians. One first step that physicians and those who work with them can take is to listen and respond with empathy and compassion. When a patient comes to an ophthalmic practice, it's easy for staff to forget that the visit isn't always routine for them, especially if cataracts or a chronic condition like glaucoma are involved. "It's an emotional journey for patients to come to the office," Mr. Besserman said. At the same time, about 9 out of 10 patients won't be familiar with the technical terms used by health professionals, Mr. Hecker said. So, staff members need to convey information about cataract surgery, glaucoma, and other eye conditions in as simple terms as possible. Two things that can be helpful are visuals and the use of analogies to explain conditions. For example, some prac- tices use the analogy of plumbing to explain glaucoma; for cataracts, the idea of a dirty versus clean window is 1 way to explain it. Another important step to improve communication is to make sure patients are clear on any pre- or postop instructions you have to give them, Mr. Hecker said. These instructions may seem simple to staff members who have to repeat them over and over every day, but they're not always easy for patients. One way to make sure patients un- derstand instructions is with the use of the teach-back technique, which involves explaining something, con- firming patients understand it, and then asking them to repeat in their own words what it is they should do. The teach-back method has been shown to boost compliance with instructions from doctors' offices, Mr. Hecker said. Mr. Besserman and Mr. Hecker also talked about the importance of understanding different personal- ity types and adapting to different styles. By adapting to patients' per- sonality styles, "they're more likely to listen and to adhere," Mr. Hecker said. Using the Merrill-Reid Model, the presenters explained 4 person- ality types: driving (focused on the bottom line); expressive (focused on personal interactions and involve- ment); amiable (the peacemakers who avoid conflict); and analytical (focused on facts and data). Al- though someone can and usually will exhibit more than 1 personality type, getting a sense of a patient's prevalent style will help during in- teractions, Mr. Hecker said. EW Better communication key for patient satisfaction I s your practice reaching patients where they look for information the most—online? The CareCredit lunch today, "The Digitally Savvy Practice: When, Where, and How to Engage Today's Patients," will give at- tendees the tools they need to smartly market their practice online. Attendees will learn how to use digital engagement to accelerate decision making, drive referrals, and attract patients, from millennials to baby boomers. The lunch will feature leading experts using digital platforms and online interactions to build a brand, and share trends, benefits, and ideas on how to take a practice's efforts from so-so to savvy. There will also be top vision practices there who will share digital success stories and practical tips that can drive results. The lunch takes place from 11:30 a.m.–1:00 p.m. today in room 356–357. The lunch is compliments of CareCredit, but seating is limited and pre-registration and a ticket are required. Register at annualmeeting. ascrs.org. EW Be a master of social media and online reviews G ain a better understanding of relationships with health care payers during today's symposium jointly sponsored by ASCRS and ASOA. "Collaborative Efforts With Payers: Friend or Foe?" will feature a panel comprised of physicians and administrators with subject matter geared toward both audiences. Various as- pects of the topic will be presented, including opportunities for practices to work with payers for mutual benefit, narrow networks, closed panels, accountable care organizations, the realities of risk sharing, and the evolution of integrated eyecare. There will be time allotted for audience questions and interaction. Panelists will be John Kung, MD, COE, Vince Townsend, and Kavitha Sivaraman, MD. Daniel Chambers, MBA, COE, will moderate the symposium. The symposium will take place today from 1:00–2:30 p.m. in room 255–257. EW Shining a spotlight on payers at the ASCRS•ASOA joint symposium 6 ways to improve patient communication Mr. Besserman and Mr. Hecker shared the following tips from the American Medical Association on how to improve patient communication. 1. Speak slowly, and spend a small amount of additional time with each patient. 2. Use plain, nonmedical language. 3. Show or draw pictures; visual images can improve the patient's recall of information. 4. Limit the amount of information provided, and repeat it. 5. Create a shame-free environment. 6. Use the "teach-back" technique; confirm that patients understand by asking them to repeat in their own words what they need to know or do.

• Cover