In today’s healthcare landscape, patients expect more than medical expertise—they want a personal, trusting relationship with their provider. Eye care professionals are uniquely positioned to deliver this experience due to their work’s face-to-face, personalized nature.

The question is: How can optometrists seize this opportunity to create an impactful patient experience that resonates and endures?

In a recent Defocus Media podcast, Dr. Darryl Glover and Dr. Britt Gustafson shared powerful strategies for elevating patient care. By focusing on three pillars—building meaningful connections, fostering teamwork, and confidently owning prescriptive authority—eye care professionals can provide a patient journey that satisfies and inspires trust and loyalty.

The first key to enhancing the patient journey is building a genuine connection with each patient. Dr. Glover introduced a strategy he calls the “two-minute drill,” in which practitioners dedicate the first two minutes of each appointment solely to getting to know the patient as a person. This small yet intentional investment in time helps establish rapport and makes patients feel seen and valued.

Why This Matters
Research consistently shows that patients who feel personally cared for are more likely to trust their healthcare provider and follow through on their recommendations. A study in Patient Education and Counseling found that strong patient-provider relationships lead to greater treatment adherence and overall health outcomes. For eye care professionals whose work involves significant face-to-face time with patients, this connection-building can foster a deep level of trust.

How to Implement the Two-Minute Drill
Instead of jumping directly into eye care topics, use the first few minutes to learn about the patient’s life—ask about their family, hobbies, or recent activities. This approach builds rapport and reveals valuable insights about their lifestyle that can inform your care recommendations, such as specific eyewear suited to their daily activities.

The second pillar is teamwork. In many eye care practices, a patient’s journey involves interactions with multiple staff members, from receptionists to technicians and opticians. Ensuring that each team member contributes to a cohesive and seamless experience is crucial, especially in larger practices where responsibilities may be divided among staff or businesses (as in corporate sublease settings).

Why This Matters
Strong teamwork improves the patient experience and reinforces a practice’s commitment to care. A study published in The Journal of Ambulatory Care Management found that practices with effective communication and teamwork report higher patient satisfaction rates. When patients sense a well-coordinated team, they are more likely to trust the care they receive and feel supported throughout their experience.

Building Team Cohesion in Practice
Dr. Gustafson’s mission statement for her practice encapsulates this perfectly: “I want every patient to walk out of my office feeling better.” This guiding principle influences how her team members interact with patients, ensuring they focus on creating a welcoming, smooth experience at every touchpoint. To build a similar culture of teamwork in your practice, consider these tips:

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• Regular Team Meetings: Hold weekly or monthly meetings to align your team on practice goals and patient care standards, reinforcing a unified approach to care.
  
  
• Patient Communication Training: Invest in training focusing on effective communication skills, helping each team member understand the importance of positive patient interactions.
  
  
• Define Roles and Responsibilities: Clearly outline each team member’s role so they can contribute confidently to a smooth patient journey.
  

Real-World Example
In Dr. Gustafson’s Walmart-based practice, her technicians and Walmart-employed opticians work together to create a sense of continuity. For instance, her technicians engage patients by asking questions about their day and noting details that might help with eye care recommendations. When patients pick up their eyewear, the opticians reinforce Dr. Gustafson’s recommendations by saying, “Dr. Gustafson wears that same brand herself.” This consistent messaging from her team and the Walmart staff helps build trust and confidence, making patients feel valued members of the practice’s community.

The third strategy for creating a memorable patient journey is to take ownership of prescriptions. Patients look to their optometrist for expertise and guidance. Dr. Gustafson observed that new practitioners sometimes hesitate to make definitive recommendations, often presenting too many options out of fear of appearing pushy. However, this can lead to confusion for patients seeking clear direction.

Why This Matters
When providers confidently recommend a solution, it gives patients the assurance they need to make informed decisions. A study in Health Communication found that patients are more likely to follow through with treatment plans when they feel their provider is knowledgeable and confident in their recommendations.

Tips for Owning Your Prescriptive Authority
Dr. Gustafson emphasizes that optometrists should simplify the decision-making process for patients by confidently recommending the best option for their needs. Here’s how to do it effectively:

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• Limit Choices: Rather than overwhelming patients with multiple options, recommend one or two solutions tailored to their needs. For instance, if a patient works on a computer all day, recommending blue light-filtering lenses can simplify their choice.
  
  
• Explain the Why: Clearly articulate why you recommend a specific product or treatment and how it will benefit the patient’s lifestyle.
  
  
• Avoid Budget Assumptions: Patients are often willing to invest in premium solutions if they understand the benefits. Dr. Gustafson advises that if cost becomes a barrier, it’s best to address it as needed rather than assuming a patient’s budget upfront.
  

Real-World Example
Early in her career, Dr. Gustafson often presented multiple options to patients, thinking it would help them make informed choices. However, she soon realized that this approach led to patient confusion. Now, she confidently recommends what she believes is best for each patient and explains why. As she puts it: “Patients want what’s best for them. Never hesitate to recommend the best, even if you’re worried about affordability. You can always pivot if needed.” This approach has helped her build stronger, more trusting patient relationships, with patients more likely to follow her advice.

Both new and seasoned practitioners can benefit from adopting these patient-centered strategies, though their specific focus may vary:

For New Practitioners
Confidence is key. New optometrists may hesitate to make recommendations, especially with more experienced patients. However, patients trust their eye doctor’s knowledge and expertise, so being direct and transparent in your recommendations reinforces that trust. Remember that patients often rely on you to guide them in their decision-making.

For Seasoned Practitioners
For experienced optometrists, Dr. Gustafson encourages a fresh perspective and flexibility. Avoid the “if it ain’t broke, don’t fix it” mentality. Regularly evaluate your routines and look for areas where you can improve. This might mean introducing new lens technology or simply reassessing how you communicate with patients. Taking a moment to ask if there’s room for improvement can keep your practice evolving and better serve your patients.

Personalizing the patient journey is more than just offering great service; it’s about creating trust, improving adherence to treatment plans, and ensuring lasting patient loyalty. Patients who feel understood and valued are more likely to return for regular visits, follow their prescribed treatments, and refer others to your practice. “Make it meaningful, rely on teamwork, and take ownership of your prescriptions.” – Dr. Britt Gustafson.

These principles improve the patient experience and help optometrists create an environment that stands out in their community.

Call to Action
Whether you’re new to the field or have years of experience, there’s always room to elevate the patient experience. Start implementing one of these strategies today and observe how it impacts your patient relationships and practice outcomes. Embracing these approaches will strengthen the trust, loyalty, and engagement essential for long-term success in eye care.