Lead Time

The best communicators are leaders who embody their chosen mission and build trust by example, says Gilan Cockrell, O.D., FAAO, CEO of Williams Group Consulting (a leading optometric consulting firm) and former Kansas Optometric Association president.

ECPs who establish themselves as a trusted source of information, who communicate using contact methods patients like best, and who show care through daily actions will be rewarded with long-standing loyalty.

Here, Dr. Cockrell tees up a few communication do’s and don’ts to consider.

DO! BE A LEADER.

Today’s lingering questions about Covid-19 offer a unique opportunity for ECPs to shine as trusted leaders—and yet many still dodge the topic, says Dr. Cockrell. “Be a leader for staff and patients…[and] speak confidently,” he says. “Everyone knows the knowledge is in a state of flux, but at least be up to date.” Consider creating a hotline for coronavirus questions.

Also, be sure to lead by example, Dr. Cockrell adds. Don’t cut corners.

“Don’t tell staff to wear a mask and then you don’t do it,” he says. “Don’t tell them to wash their hands for 20 seconds [but] you don’t. Everyone knows you need to wash your hands for 20 seconds, and a lot of patients are timing it.”

Leaders also listen. Ask your patients how they want to be contacted and honor their preferences, whether that’s via phone call, text, or email. It’s a powerful point of distinction.

DO! SHOW HOW MUCH YOU CARE.

Demonstrate with actions that you are thinking about patients all the time, not just when they are in the chair. “It’s pretty easy,” says Dr. Cockrell.

For example, when a promising new treatment or product emerges that may benefit a subset of your patients with a particular health condition, don’t wait until a patient’s next annual eye exam to offer new options. Be proactive.

Mine the database now—sort by diagnosis code to identify who could benefit and invite them back: “There may be a better way of managing your issue, and if you would like to come in and talk about it, we can do that.”

DON’T! DESERT PATIENTS & STAFF.

The siren call of efficiency is irresistible, but don’t be seduced by automation that blocks people from getting information they need, if only they could speak with a human. That may be perceived as abandonment.

“Automated answering systems scream, ‘I don’t care, and I wish you weren’t bothering us!’” Dr. Cockrell says.

Recorded messages like: “Dial 911 if you are experiencing a medical emergency” are infuriating: “I’m bleeding out on the floor and I called you so you could tell me to go to the emergency room?” he says.

“Efficiency is not about being fast. Efficiency is not: Get rid of employees and replace them with a machine. Efficiency is: Can I do the job better in the same amount of time? Or, can I do it faster—with the same or better outcome?”