Don't Forget The Intangibles
I love the movie, The Internship—so funny! You know the story, two out of work salesmen get into a competitive internship at Google. Against all odds, they win the day and, finally, a job by demonstrating the importance of personal relationships in addition to technical expertise.
Our practices are increasingly characterized by efficient recall systems, high-tech instrumentation, and electronic medical records. There is no doubt about it, technical capability has enhanced our ability to evaluate and treat our patients. The question is: How well are we relating to our patients?
So, just how do we make a connection? What makes the difference? I believe the secret is showing genuine interest in something our patients are interested in. It could be grandkids, friends, hobbies, sports, or even aspirations. We simply must get to where they are coming from. The connection is the difference between uneventful eye exams and memorable ones.
As I see it, patients come to us for more than just eye care; they come for a patient care experience. Excellence in patient care occurs with the proper blend of the technical with the personal. And, to paraphrase a concept from the movie, we need to go beyond the technical stuff and get to the intangible stuff if we are to exceed the expectations of our patients.