By Mark Hinton, eYeFacilitate
Healthcare reform is a hot topic that can paralyze us with the fear of what if and when and how, so I advise you focus and concentrate on the patient walking through YOUR doors today.
Let’s explore words to say and words NOT to say to our patients. YOUR patient experience will differentiate your office and team from others. People buy with emotion and justify with their own logic. If you focus on using ugly words that revolve around price you’ll keep your consumer focused on price; conversely, if you focus on using emotional “buy-in” words your consumer will focus on how they’re going to FEEL about their new incredible sight and image or look; people DO care about how they look and a mirror proves it!
For example, we all use the word “insurance” in our business with patients and consumers to mean either medical insurance or vision care plans, interchangeably; we all know they are different, their intent is different, their use is different and their cost to the consumer is different, yet the consuming patient hears something else. Medical health insurance costs the consumer much more in premiums than a vision care discount plan which will often cost the consumer less than $100 annually to receive exam and refraction for only a co-pay, and glasses often for less than half price. Call it what it is, a vision savings plan; begin to recondition your patient/consumers to understand the incredible benefits they are entitled to use for such a small investment in their vision care savings plan. It’s like paying upfront to join and be a “member” of a cost savings “club”, right? Think about that!
Most consumers would be pleased with a 20% savings on their ‘big ticket’ house-hold items or appliances and yet we only collect roughly 35% of what we bill to vision care companies; the patient/consumer gets roughly a 65% discount! WOW! Do they know that? NO, we confound and confuse them!
Make it a game in your office and get all team members exchanging “insurance” for “vision care savings plan” and watch the change in consumer behavior over the coming months.
Below, you’ll find a list of words commonly used in practice today, and also a much more consumer-centric replacement. Words move people emotionally and your choice of words will make or break the deal with your patients/consumers.
People BUY OR don’t buy, accept your advice or don’t accept your advice, are interested or not interested… based on the words you choose!
If you focus on money; outta-pocket, allowance, insurance, the word ‘premium’, covers, overage, and other words that refocus the patient toward what it’s going to cost them, they’ll forget the emotional reason why they want to buy and they’ll re-focus their logic on why they shouldn’t buy!
Pick Power words that engage and connect positively with your consumer and Help Them Buy!!
Say This… Don’t say this
|Your Portion or Your CO-Payment||Your Outta Pocket|
|Your Vision Savings Plan||Your Insurance|
|Vision Plan Provider||Insurance company|
|Benefit or Entitlement||Allowance|
|(Never say the word >>>||>>>Premium|
|Courtesy call||‘Just’ calling|
|Prescribed||Talked to about|
|In addition…||Yeah, but…|
|My pleasure or Happy to help||No problem or No worries|
|Unlike most, you’re not restricted or even limited…||According to your insurance you get up to…|
|I’ll be sure you have…||Did you want to get… again?|
|AR-Ultraclear||Non glare or Anti-reflective|
|Variable Focus Lenses||Computer Lenses|
|Other patient’s love….||You should get…|
|Your savings is…||Your outta pocket will be... Or: After your insurance…|
|I can’t wait to hear all the compliments…||If you have any problems…|
|I’ll ask my teammate…||I’ll get someone…|
|My best advice….||If you were thinking…|
Photo: Copyright: stylephotographs / 123RF Stock Photo
Mark Hinton is regarded as an expert in practice/patient communications, scripting and dialog. Mark retreats with eye health practices throughout the US, developing smart patient dialog to increase revenue and reduce optical chair time. You may contact Mark at firstname.lastname@example.org / www.eyefacilitate.com/video