Covid Communication

As the Covid-19 crisis churns on, how are you communicating with your patients—and your community?

The Eyecare Business Covid-19 + ECPs Focus Group Study Wave No. 5 reveals that only 51% of eyecare professionals surveyed had sent out an email to their patients regarding the crisis and new protocols—and a surprising 17% had not communicated with their patients at all.

These numbers show a true lost opportunity to connect with patients, ease their fears about receiving eye care, and encourage them to feel safe returning to your business by explaining new safety protocols.

At a loss for where to get started? Here, we address when and what to communicate with your patient base to increase your reopening success—increasing patient compliance with safety protocols and providing eye care safely in the midst of this still-growing pandemic.

STEP 1: COMMUNICATE NOW.

Send an e-blast to your entire patient base. Before we reopened on May 1, we sent an email to all of our patients outlining our new safety protocols.

That was the fourth e-blast sent to patients between early March and May 1, matching our closure period of March 23 to April 30. Our patients have appreciated and followed our strict safety protocols. View the e-blast copy at visionoptique.com/blog .

STEP 2: DEVELOP A SCRIPT.

Provide an exact script to staff for appointments and confirmation calls. Our front desk team members are provided with a safety protocol script when scheduling and confirming appointments.

STEP 3: COMMUNICATE THROUGH SOCIAL MEDIA.

We’ve communicated through both @VisionOptique and @DrBridgitte social media platforms to educate and to provide updates. Our Covid-19 “Story Highlights” on Instagram have generated tens of thousands of views, also gaining new patients for the practice.

STEP 4: UPDATE ADJUSTED HOURS + OPERATION CHANGES.

Remember to update your website landing page, Google My Business, Facebook, Yelp, and other public pages with changes to open hours and operating procedures (example above). Ask your most social media-savvy employee to provide frequent updates as the Covid-19 status changes in your area.

STEP 5: ON EXAM DAY.

→ At the Front Door: Our team members and patients are required to wear face masks. It is helpful that Houston has issued a mandatory face mask requirement from June 26 to Aug. 26. Our landlord has provided common signage for all the stores in our shopping center.

The front door remains locked, and patients are asked to call to enter the practice. Additional screening questions are asked before they enter.

→ In the Optical + Pretesting Areas: We check and record every person’s temperature and pulse oximetry upon entering. Patients are courteously asked to wash their hands with soap and water before they are seated in front of the preliminary testing equipment.

Staff and doctors wash their hands with soap and water immediately after entering the exam room. Disinfection is conducted after each patient’s interaction in each area of the practice. See July’s Eyecare Business Reopening Refresh article for exact procedures.

→ In the Office: All doctors and team members are also required to follow the practice’s Covid-19 safety guidelines. View the office protocol copy at visionoptique.com/blog .

STEP 6: MAKE YOUR PRACTICE DISINFECTION-FRIENDLY.

We have stored our stylish fabric furniture and purchased disinfection-friendly plastic chairs for the optical, waiting area, and exam rooms. We disinfect all areas after each patient encounter.

This Covid-19 pandemic is unprecedented in our lifetime. Until mask wearing is standard, mass testing and tracing are available and rapid, and a vaccine is proven, we need to be vigilant with these safety procedures. They are very important to keeping patients and staff safe and keeping the practice open.

Clear communication is more important than ever to assure patients of your safety protocols and ensure compliance during this stressful crisis. —BRIDGITTE SHEN LEE, O.D., FAAO, FBCLA, FEAOO