Invest in your digital presence
Turning the attention back to the 2018 Innovations Prize, was Michael Cherfan, BESH General Manager and Director. In his presentation, ‘Build it, and they will come’, Cherfan revealed the company’s winning approach and shared advice and tips so that attendees can leverage digital media to improve awareness of their clinics, increase inquiries, attract new patients and ultimately drive revenue.
He said: “We made a strategic decision to start investing more money into our digital presence. As a result, we had more control over our content, it was much cheaper, and we had a significant increase in users.”
Michael Cherfan, BESH General Manager and Director presenting at ESCRS 2019
Analyse the patient journey
Guy Sallet and Pavel Stodulka then returned to the stage to share advice on the patient experience, from the waiting room, through to postoperative care. They explained that the patient experience is not equal to patient satisfaction.
“High expectation, results in a lower degree of satisfaction with the same outcome as low expectations,” Sallet explained.
Arthur Cummings turned attention to patient flow next, sharing a template diary of what a typical afternoon would look like in his practice:
Two optometrists work with the doctor to prepare the patients – retraction, s/l check, dry eye management, dilation, additional tests.
The last appointment of the afternoon is 3:40 pm even though the doctor would not see patients until 5-5:30 pm. First optometrists finish at 4 pm, and others will be there until 5 pm.
As there are new patients and first-time consults, they arrive at 12:40 and 12:50 for the first two afternoon appointments (scheduled close together in case one is late).
Optometrist lunch is 12-1 pm, so 12:40 arrival allows medical history form completion and scans with nurses/ techs before seeing an optometrist at 1 pm and the doctor at 2:15 pm.
The art of negotiation
For the final presentation of the day, Sheraz Daya, Medical Director of Centre for Sight, UK, and Daniel Kook, Consultant, Associate Professor at the Department of Ophthalmology of the Ludwig-Maximilians-University Munich, Germany, participated in a mock negotiation.
The main takeaway from the session included:
- Aim at getting the best deal for both sides
- Do not take things personally
- Be soft on people and hard on the problem
- Develop your best alternative to a negotiated agreement (BATNA)
- Negotiate personally
Roll-on Amsterdam 2020
If you couldn’t make the event or were left wanting more, the 38th Congress of the ESCRS will be held from 3-7 October 2020, in the RAI Amsterdam Convention Centre, Amsterdam, the Netherlands.
The team from LiveseySolar will be there, and look forward to meeting you in person, and of course, if you need help with growing your practice in the meantime, please book a complimentary chat to discuss your practice growth options.