Connect with us


6 Ways to Make Your Patient Experience Memorable

It’s all about hitting them in the feels.




WHEN YOU THINK OF memorable experiences you tend to remember the times that you felt something. Creating a memorable patient experience is no different! Here are some ways to be memorable:

Active Listening

Pay attention to the patient from the moment they call for an appointment. Train your staff to take notes during this initial touch point and ask questions to understand what type of experience they are seeking. Once the patient is in your exam chair, you’ll have a “blueprint” of their expectations and can address the pain points that brought them in. Face them when they are talking and maintain eye contact.

Doctor Driven Dispensing

Whether you’re an owner or employee, doctor driven dispensing creates a memorable experience and drives loyalty through patient education of products. The clinical findings from the examination should be aligned with all the products you recommend and prescribe. You are the authoritative voice and experienced professional of the office; educate patients on why you are recommending a product and how it’s different from online retailers.


Storytelling can be an influential connector to your patients because it’s an emotional driver and memorable moments are created by emotions. It makes the patient experience a human experience. Be authentic.
Letting them know that your family member has the same issues with progressive lenses and what specific product you prescribed to solve it creates more value for your office than competing on price.


Market Memories

Online retailers like Warby Parker will donate a pair of glasses. It creates a memorable experience for the patient because they know that their purchase will help others. Whether it’s a local charity event or mission trip, your office can do the same. Use your email database and social media platforms to educate your patients about your involvement in the community.

Follow Up

The patient experience does not end with the exam. Making a follow up call to a patient can make a lasting impression and has more impact than you think in developing the critical doctor/patient relationship. Set reminders in your EMR system to have your staff follow up one week, one month or six months on progressive adaptation or overall satisfaction with service or products. Document personal information — job information, children’s names, etc. — in their chart and mention it in your next exam.

Be Unique

Your unique style makes you memorable. Humor is a memorable factor. Don’t be afraid to have a different approach to patient care; humor will make you likeable and approachable to new patients. You want patients to feel comfortable; being funny is one way to do it. Your personality, humor, empathy, and attention to detail are your signature to the world. It speaks volumes; use it to create a memorable experience that no one can mimic because your “you” is unique.

Dr. Maria Sampalis is the owner of Sampalis Eyecare in Warwick, RI. A practice management consultant, the founder of Corporate Optometry on Facebook and of and Email her at




People Want to Buy Premium Products

Walman Optical Presents—Industry Myths Busted! It’s up to every ECP to explain that “premium” doesn’t mean expensive—it means “customized to your needs.”

Promoted Headlines


This Healthy Vision Month Dig Deeper into Children’s Vision Issues

Our eyes look, but our brain sees and sometimes for kids there is a disconnect between the two.




AS WE REFLECT ON Healthy Vision Month, let’s consider the following: There are 1.3 billion people living with some form of vision impairment, according to the World Health Organization (WHO). About 80 percent of those impairments are considered avoidable.

The American Optometric Association estimates up to 80 percent of a child’s learning is through vision and 10 percent of children have a vision issue significant enough to impact their learning, according to the College of Optometrists in Vision Development (COVD).

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?

Podcast: What the Heck is Marketing? And What Should ECPs Focus on to Attract New Clients?

Podcast: More Ways to Motivate Your Own Eyecare Business Team

Podcast: More Ways to Motivate Your Own Eyecare Business Team

Podcast: Why Can’t We All Just Get Along?

Podcast: Why Can’t We All Just Get Along?

Unfortunately, it is not always easy for parents to identify symptoms or impairments in children.

For starters, their kids may not have the vocabulary or awareness to describe what they’re experiencing. One of my granddaughters struggled with her vision until she was prescribed -6.00 lenses. She was two years old. The issue is complicated by the following statistic: nearly two-thirds of children with some kind of vision impairment are also living with at least one developmental disability, according to the CDC. Poor vision can exacerbate the severity of a disability; the latter can sometimes mask the existence of the former.

All of the above underscores the importance of early and regular eye health exams. It also creates opportunities for new kinds of vision therapy, such as Neuro-Visual Training (NVT).

According to Dr. Stelios Nikolakakis, a Canadian optometrist who runs Mind’s Eye Neuro-Visual Optometry in Toronto, NVT goes above and beyond traditional eyecare with a holistic approach to vision health.

Our eyes look, but it is our brain that sees, and any disconnect between the two can create significant learning challenges.

He reminds us that while reading challenges, frustration, and poor grades could be the result of a learning disability, they could also stem from poor communication between their eyes and brain. He also says about 80 percent of the symptoms of someone who needs NVT are identical to the symptoms of someone with ADHD.

As a result, the COVD says typical vision screenings can miss at least half of vision problems.

It is easy for parents and teachers to miss or mistake signs of vision impairment. If a child cannot sit still, is easily distracted, complains of headaches or eyestrain, consistently asks others — including parents — to read to them, or confuses their b’s and d’s, the child could be struggling with underdeveloped visual systems. Rather than dismissing their behavior or complaints, it is critical to consider whether a relatively small amount of training could help address these issues, and ultimately set a child up for success in the classroom and in life.

There are several ways optometrists can help. They can have their recallers book eye health appointments for parents together with their children. They can ask parents whether their kids have demonstrated any of the above behaviors. By learning more about the applications of NVT, and by encouraging patients to do the same, we can start to broaden the scope and impact of Healthy Vision Month by considering the health of all elements of our vision for all ages.

Continue Reading

Robert Bell

What’s the Best Sale You Ever Made?

Was it the sale with the biggest price tag or where you overcame the most objections? No and no.




I GET THAT QUESTION all the time.

“Was it the sale with the biggest price tag?” No.

“Was it the sale in which you made the biggest commission?” Nope.

“Was it your very first sale?” It wasn’t.

“Was it the sale when you were so broke and needed a sale desperately?” Heck, no.

“Was it the sale you overcame the most objections?” Nah.

“Was it the easiest sale?” No way, Jose.

“Was it the sale in which the customer referred you to another customer?” No, although that’s always appreciated!

“Was it the time you sold the most amount of ‘widgets’?” No, no, no.

“Was it the sale that put you ahead as ‘salesperson of the year’ that time?” Not even close.

“Is it when you make the sale on a cold call?” No, sorry, it’s not.

“Is it the sale you’ve made after trying for a very long time to sell them?” Again, no.


“Was it the sale when you oversold a customer?” Never happened.

“Was it the sale when you truly met the customer’s needs?” YES!!!

“Ah, finally. Okay, which sale was that?” All of them!

Get it, folks? That’s what selling is all about: meeting and satisfying the customers need(s). Helping the customer acquire what they need to overcome their specific challenges and for it to be beneficial to them.

So, if that’s what true selling is about, they’re all my best sale! Does that make sense? I sure hope so.

I don’t care how much money I make on the sale. I don’t care what the price tag is. I don’t care how many “units” I sell them. I don’t care if I sell them after meeting with them only once or meeting with them several times before they buy. I don’t care if I get accolades from others on closing a sale. If Jimmy cracked corn, guess what? I don’t care.

Here’s what I care about in a sales scenario (and, in my opinion, so should you): I care about whether or not I can help someone with the products and/or services I provide.


I either can or I can’t.

If I can and I close the sale, wonderful. Wonderful for them and wonderful for me, because there is tremendous satisfaction in helping someone and getting paid for it.

If I can’t, that’s okay. My product or service doesn’t meet their needs. Nothing I can do about that. Doesn’t make them bad or evil, it doesn’t make me bad or evil. The round peg isn’t bad and the square hole isn’t evil. It’s just not a fit. Pretty simple, yes?

If I can meet someone’s needs but cannot close the sale because of any number of variables that cannot be overcome at the time (personalities, shipping, price, policies, etc.), I don’t get emotional about it. I will stay in touch with them and ask, from time to time, if anything has changed? Why? Because I saw the potential in being able to help them. Who would walk away from something like that?

So, let me ask you: What’s the best sale you ever made?

Continue Reading

Editor's Note

Some Things Are Just Meant to Be

Even when they didn’t work out as planned.




I DON’T KNOW HOW YOU all got started in the optical industry but I sort of fell into it. Looking back though, I wonder if it was supposed to happen.

I was always a creative kid but I grew up thinking adults got jobs like teacher, lawyer or businessman (not that I knew what businessmen did). So, I decided to be a doctor at 11. I excelled at science and became a candy striper at my local hospital in high school. I vetted the colleges I applied to for their biology and pre-med programs and went to the one with the best reputation that gave me the most money…. And then my first semester, I failed calculus.

It wasn’t just because I hated math; but also, because it was at 8 a.m. twice a week. That first semester I was a little too “Woo Hoo College!” to drag myself to something as boring as calculus that early with enough regularity to have a passing chance. After that semester, I figured if you needed calculus to be a doctor, maybe I shouldn’t be a doctor.

I switched majors, hustled, and managed to graduate in four years despite that extremely lackluster semester. But as graduation approached, I was adrift. I didn’t want to be a businessperson or go to grad school — the only real options, I thought, for a girl with an average GPA and a B.A. from a liberal arts college. After a little research, I decided to move to NYC, go to fashion school, and get another degree in retail buying. I loved to shop and getting a job shopping for stores and not just myself sounded like heaven.

It turns out retail buyer is just a sexy name for businessperson. Most never leave their office and use spreadsheets to analyze what sold well last season just to buy it again in different colors. Yawn.

But fashion school did introduce me to a job I had never considered … fashion editor. I started working in magazines before I even graduated and the rest, as they say, is history.

Today, I get to blend my interest in medicine, my passion for fashion, and my love of magazines to help you guys be better businesspeople. See? Meant to be.

Beginnings are funny like that. Unlike the ECP businesses we highlight in our Big Story on page 40, the start of my career wasn’t as deliberate as intended, but for all of us it happened exactly the way it needed to. And looking back, could it really have been any other way?

Best wishes for your business,

Dee Carroll


Five Smart Tips From This Issue

1. Think graphic designers are overrated? Are you more DIY? Then these three apps are right up your alley. (Monthly Project, page 22)
2. Do we have a book for you. Imagine Stephen Hawking’s A Brief History of Time … but for eyes. (EyeProGear, page 36)
3. Are fancy certifications or expensive equipment needed to bring in more kids? Well, that depends. (Special Feature, page 52)
4. Proceed like exceptions are the rule and never be surprised again. (Intelligence Cover, page 55)
5. Looking for ways to boost your memory, comprehension or retention? Grab a tennis ball. (Tip Sheet, page 57)

Continue Reading






Get the most important news and business ideas for eyecare professionals every weekday from INVISION.


Most Popular