Pearle Vision consultant + life coach Stefanie Ziev talks about the importance of trust in the ECP-patient relationship
BY STEPHANIE K. DE LONG
Stefanie Ziev is a former TV executive turned certified executive and life coach who appears as an expert on NBC’s “Today” show, including the “Coach Me If You Can” segment.
What exactly is a life coach? “The difference between a coach and a consultant,” explains Ziev, “is that a coach supports a client to access their own unique answers, and sees the client as their own expert, whereas a consultant is seen as the expert and provides specific guidance for the client.”
Ziev works with clients around the globe who are seeking to find more meaning in their personal and professional life, strengthen their executive and leadership skills, and get the results they want. She recently contracted with Pearle Vision to explore the power of strong person-to-person relationships grounded in the premise that trust is earned through a series of small moments of care and kindness—the emotional quotients that have already proved to drive brand loyalty and growth.
Here, Ziev shares four key ways to gain trust in the ECP-to-patient relationship.
TRUST POINT #1
Patient Interaction
Trust is fundamental in every kind of relationship. From personal to business, trust is at the core. A recent survey from Pearle Vision explored what the level of trust is and how it’s built.
MAKING THE CONNECTION: It’s important to focus on how you interact with patients. Our survey found that Americans are most concerned with their doctor’s explaining the diagnosis thoroughly, listening to patient concerns, and answering questions in a way they understand. In those interactions, there are always ways to anticipate, recognize, and capitalize on small moments to earn trust.
TRUST POINT #2
Personal Touch
Three out of four Americans find that making a personal connection is most important when establishing trust, especially with their doctor.
MAKING THE CONNECTION: You can identify ways to connect with patients in any interaction you have. Asking questions and listening from a place of empathy is a great example. When you tap into a natural curiosity about a person’s interests—their concerns, what keeps them up at night—and you take the time to let them know they are seen and heard, that’s where connection is formed and the basis of trust is built.
TRUST POINT #3
Small Moments
Three-fourths of respondents believe trust is built in small moments. Patients need to feel engaged, listened to, informed, and cared for—which ultimately leads to feeling trust.
MAKING THE CONNECTION: Remember to anticipate through awareness. Take the time to listen to patients, and especially listen between the lines. Maybe they’re having family issues and, therefore, are having a hard time focusing on being away at an appointment.
Being aware of whatever the situation is and navigating the interaction with that in mind is important. It’s about seeing small moments of care in a truly special way. Pearle’s newest ad spot, “Ben’s Glasses,” is an example of this.
TRUST POINT #4
Trustworthiness
In our recent survey, doctors were rated most trustworthy, just behind family and friends (93% vs. 87%). This demonstrates the importance of the doctor-patient relationship when it comes to trust.
MAKING THE CONNECTION: Patients want to be heard, and, furthermore, they want someone who is listening from a place of empathy. Think about how intimate eye exams are, just given the proximity to your face. It’s important to have a high level of trust to let someone get that close to you!
Why is this so important? Because Americans trust their sight three times more than any other sense. That’s one reason so many respondents said they must see something to believe it. And, it’s yet another reason why keeping eyes healthy with regular exams is so incredibly important.
ABOUT STEFANIE ZIEV: After graduating from the University of Pittsburgh in 1992, and working with youth in Philadelphia for two years, Stefanie Ziev moved to Los Angeles and began a 14-year career as a TV and film executive in the entertainment industry. There, she also studied spiritual psychology at the master’s level before moving to New York City in 2001. In 2007, she received her certification as a life and executive coach and opened her private practice.
As a coach, Ziev is known for taking elusive concepts and converting them into simple, user-friendly tools that help people shed their limits, shift their paradigm, and create success on their own terms.
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