The Changed Consumer

The Covid-19 pandemic has changed the way your patients view their health care—but is your staff up to date on these developments?

According to new consumer research from the Contact Lens Institute (CLI), approximately a third of U.S. residents trust their health care professional more now than prior to the pandemic.

Even more enlightening for eyecare professionals? A quarter of the population is thinking more about their eye health compared with before Covid-19.

Human behavior specialist Colette Carlson recently interpreted how ECPs can use CLI’s research to simultaneously improve patient care and grow their business.

EB spoke exclusively with Carlson, scoring several key staff training takeaways, below.

CHECK IN WITH PATIENTS.

“Ch-ch-ch-ch-changes,” David Bowie once sang, and staff should be interested in them.

How come? CLI’s research found that nearly half of people want their health professional to ask how their life has changed.

Truly identifying what patients need, want, or value when it comes to their eye care and vision is one of the biggest unmet patient needs right now, shares Carlson.

“It’s too easy for a patient to show up and even have great intentions to engage in a conversation with a practitioner. But due to time or how it flows, they forget to ask the questions, and all of a sudden they’re being exited out the door, looking at what was prescribed to them, and they never even felt like they had that real conversation,” she warns.

Take the time to ask—and to truly listen.

CONNECT CORRECTLY.

Nearly 75% of U.S. adults want their health care professional to alert them to new information that could make their health even better, the CLI data finds.

What’s the best way for ECPs to do so?

Simply put: One platform doesn’t fit all.

“I still appreciate getting something in the mail that helps me learn more—I’m visual and like to see it,” says Carlson. “But, my daughters, if it doesn’t come from [a smartphone], then forget it, it’s not happening for them.”

The takeaway? Ask your patients their preferred platform—and meet them there.

“Meet people where they’re at—not just from a media point of view, but from an emotional point of view. That’s where we’re headed,” reveals Carlson.

IN THE EYE OF THE BEHOLDER…

Research shows that individuals take about seven to nine seconds to decide if they trust someone.

How to boost that trust?

Put the eye contact into eye care—especially when masks are in play.

“The term is called ‘smize’—it’s really smiling with your eyes,” says Carlson. “People can tell the difference between when you’re just smiling with your mouth versus when you’re genuinely smiling with your eyes.

“I’ve gone so far as when I’m in the grocery store checking out at the end, I’ll say, ‘I just want you to know I’m smiling at you.’ Sometimes just making light and being human helps. This is where eye contact plays an even greater role.”