Communication In the Real Optometry World
Our biggest concern in the exam room, showroom, waiting room, and during phone and online interaction is to understand what strengthens and weakens the argument shared with the patient. In a previous post, we emphasized -with the help of critical thinking- the importance of identifying logical fallacies that patients come up with and the logic we use in persuading the patient without having recourse to logical fallacies ourselves. The logic we use in the real world of Optometry reflects our powerful voice that is meant to make an impact but most importantly makes a change. Moreover, it is through effective communication that we can persuade the patient and make a change.
It is very important to know the patient’s purpose of visit the earliest possible. Whether he has taken an online appointment or called the office, the first thing that should be identified is the visit purpose. For example, if the patient is coming to buy eyeglasses, the focus will be on finding the patient’s preferences and what brands suit his demand. If the patient is visiting but does not want to have his eyeglasses replaced, the focus of persuasion will be to make him change his mind a get new eyeglasses. The basis of persuasion depends on every claim you make about the product backed with a piece of evidence and a justification that connects the claim and the evidence. First, whatever claim you are doing, it should be clear, impactful, not controversial, and current.
An example of a clear claim is: Vision loss caused by glaucoma is irreversible and should be strictly monitored through a regular comprehensive eye exam. An unclear claim could be: vision loss due to glaucoma is very common in the world.
An example of a controversial claim is: a comprehensive eye exam should be mandatory by law. A non-controversial claim could be: in the absence of any notable eye case, people should have their eyes checked at least every two years.
An example of an impactful claim is: to improve your quality of life you should not miss your scheduled appointment. An example of a non-impactful claim is we’re the best eye care provider in the area.
An example of a current claim is: patients should wear blue light protective ophthalmic lenses in front of their tablets and computers screens. A not current claim is: patients should wear protective ophthalmic lenses in front of the television.
Persuasion should not be coercive, instead, it should be invitational and consist of a model of reaching consensus through dialogue. The ultimate aim is to create the setting to let the patient interact, engage in the discussion, and adopt the logic you shared with him in order to share it with other potential buyers.