MOST OF US AVOID feedback like the F word. No one loves it. It’s uncomfortable. But feedback — especially the kind we don’t ask for — happens all the time from our team and patients. Through whispers, body language, not buying that second pair, not moving forward with a myopia treatment plan, or asking for a copy of their prescription when they leave.
That is feedback. How we respond reveals whether we’re truly committed to patient care or just going through the motions.
Silent Feedback Speaks Volumes.
Let’s be honest. When a patient sits in your chair, nods as you recommend an annual supply, agrees with your dry eye treatment plan, or says “I’ll think about” myopia management … only to ghost you at checkout or walk with their Rx … it stings.
We feel rejected. Defensiveness kicks in. We tell ourselves it’s a cost issue, an insurance issue, or online retailers … Anything but us, how we explained it, the process, or maybe a lack of training. But what if patient behavior is simply a form of unspoken feedback?
What if their silence isn’t indifference, but discomfort? What if asking for their Rx is them saying, “This didn’t work for me, you confused me, or I don’t get paid until Friday and didn’t want to tell you.”
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Feedback Is a Two-Way Street.
When we prescribe a treatment we expect our patients to trust us. After all, they called us, showed up, and shared their concerns. But trust has to be built one patient at a time and one team member at a time.
If a patient doesn’t move forward, that is not the end of the story but is where we usually miss the opportunity. Instead of retreating or defending, what if we lean in with curiosity?
Patient: “Can I just get a copy of my contact lens prescription?
Us: “Absolutely. I’m happy to provide that for you. Would you be open to a quick review to make sure you’re maximizing your benefits and rebates before you leave? No pressure either way, we just want to make sure you’re getting the best care and deal possible.”
See what happened there?
No shame. No guilt. Just a professional opening a dialogue and creating space for the patient to engage on their terms.
Remember people buy from you the way you buy from others. Do you need to think about it? Does it take you a moment to trust someone? Do you ever price shop online or think there’s a better deal out there? Guess what? So do your customers … I mean, patients.
It Isn’t Failure. It’s a Signal.
We often take patient behavior personally, but what if we detach emotion and lean into data? We might discover patterns we’ve built and become blind to:
- Why don’t more parents say “yes” to myopia management?
- Why don’t patients order their annual supply from us?
- Why is our capture rate dipping?
These aren’t just metrics, they’re mirrors. They reflect how clear our messaging is. And how confident we come across when presenting care plans.
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Feedback, especially when silent or subtle, is the pulse of your practice. Ignore it and your patient base flatlines and declines. Embrace it, and you become not just a provider, but a partner and a leader. Imagine how different things would be if patients felt empowered to ask questions without being rushed, staff knew how to respond to price objections without panic, and we weren’t crushed by every “no.”
Here’s the uncomfortable truth: Avoiding feedback doesn’t protect you. It delays growth. If your practice isn’t growing, it’s not always a marketing issue, it may be a feedback one.
Feedback should be your compass. But not just glowing reviews. Look for the quiet hesitations, the walking scripts, the ghosted follow-ups. Feedback isn’t the F word.
Avoiding it is. And in a world where healthcare is changing fast, staying the same is the real risk.
