13 Ways to Optimize the Ophthalmology Patient Journey

Where do your ophthalmology patients encounter snags in the patient care journey? Is it long wait times, high out-of-pocket costs or something else?

To improve the patient experience — and help boost patient retention — it’s essential to examine every step.¹ Let’s take a closer look at the ophthalmology patient journey and focus on ways to optimize it.

Understanding the Ophthalmology Patient Journey

The ophthalmology patient journey refers to the sequence of events that starts when a patient notices a need for vision care. Key stages of the overall patient journey include:¹

• Awareness. The patient recognizes changes in their vision or related symptoms to be addressed.
• Diagnosis. The ophthalmologist examines the patient to determine the nature of the problem.
• Treatment. The physician and patient implement a plan to address the issue with medication, surgery, therapy or a combination of these.
• Follow-up. The ophthalmologist monitors the patient during recovery, adjusting treatment as needed.

To achieve the goal of loyal, satisfied patients, ophthalmology practices should be focused on delighting them every step of the way.¹ That includes the financial elements of the journey, such as:

• Discussing costs and payment options up front
• Offering flexible financing
• Streamlining the payment experience

Given the high costs of some ophthalmic procedures, creating a simple and seamless patient experience is particularly important. According to Synchrony's healthcare journey research, patients reported that the average out-of-pocket cost for ophthalmic surgery is $1,850, and 56% of ophthalmology patients said they struggle to pay out-of-pocket costs.² Not only that, but 72% of ophthalmology providers surveyed believe cost may be a barrier to scheduling care.²

However, with some simple strategies — including offering flexible patient financing — your practice can enhance the patient experience, helping patients move forward with recommended vision care.

13 Strategies for Improving the Patient Experience

Consider these practical ways to improve patient satisfaction and optimize the patient care journey, featuring insights from a recent CareCredit podcast, “Eyes on the Prize: Optimize the Patient Journey,” with Michael King and Troy Cole.

Learn More: Watch the full episode for these insights or get the breakdown below.

1. Optimize your website

First, ensure your website is mobile-friendly, includes a home vision test and features plenty of testimonials on the home page and landing pages, says Michael King, founder of Clinic Marketing System, a training program designed to help unlock elective healthcare practice potential.

“Social proof on your home page, on your website, on landing pages really makes a difference in the patient journey ... to help them realize, ‘Hey, there are other people that have already gone in front of me that have had a really good experience,’” King says.

2. Implement online appointment scheduling

An online scheduler — not an appointment request form — is an essential feature for modern ophthalmology practices, says King. Yet when he researched 150 practice websites, he discovered that only 27% had this functionality.

Troy Cole, coach and creator of the E3 Conversion System, a training program focused on improving the lead-to-consultation and consultation-to-surgery conversion rates in refractive surgery practices, agrees that simplifying the booking process is key. “I don’t know when somebody’s going to get to the point that their frustration exceeds their continued dependency on glasses, contacts, readers [or] bifocals. But when they do, I want to be top of mind — and I want to have a very easy way for them to reach out and say, ‘I’m tired of this. Fix it.’”

3. Provide transparent pricing

Almost half the searches for information about refractive procedures like LASIK revolve around pricing, says King. After all, before patients move forward with care, they want to know how much it may cost.³

Be transparent about the potential costs associated with treatment. If the patient has insurance, review their coverage and discuss any possible out-of-pocket costs. By making patients aware of potential costs up front, you can help create a more positive patient financial journey.⁴

4. Offer flexible payment options

In a Synchrony study, 64% of patients surveyed said that a healthcare provider offering a variety of payment options — including special financing — is highly important and influences where they will go for their surgery.⁵ But in the healthcare journey research study, only 35% of ophthalmology patients said they were offered a payment solution.²

With that in mind, here are a few flexible payment options to consider:

• In-house installment plan. The patient makes fixed payments at a regular interval and must pay off the full balance by a certain date. The provider is responsible for collecting all payments.
• In-house recurring payment plan. The patient makes fixed payments at a regular interval, with no end date specified. The provider is responsible for collecting all payments.
• Third-party financing. The patient makes payments to a financing company that partners with the provider, potentially with deferred-interest financing options. The financing company collects all payments.

Think of yourself as a partner to your patients, helping them figure out the path to payment and offering as many payment options as possible.

5. Prioritize early cost and payment option discussions

According to the Synchrony study, 55% of patients surveyed want to learn about payment methods before their appointment.⁵ This may be especially relevant for high-cost procedures.

Consider the average cost* of these ophthalmic surgeries:⁶

• Bladeless all-laser LASIK (both eyes) $4,055
• Cataract surgery (single presbyopia-correcting lens) $5,996
• EVO Visian® ICL $5,466

With a third-party financing option like the CareCredit credit card, patients can pay over time, making it easier for them to fit the cost of vision care into their budget.

6. Send multiple appointment reminders

As soon as a patient makes an appointment, send an immediate text reminder — and consider texting them two days before, the day before and the day of the appointment, advises King.

“We live in a world right now where there is a plethora of things that are vying for people’s attention,” he says. “Anything you can do ... to be relevant and to make sure that you're reminding them of this commitment that they’ve made is going to be helpful.”

7. Deliver relevant digital communication

Beyond reminders, consider sending helpful educational content via text or email before patient appointments. King recommends sending short videos, such as a welcome from the surgeon, an office tour, a meet-the-staff video, testimonials and common questions about the procedure.

“[You can] help reduce no-shows and cancellations by sending [patients] content that is relevant to the journey that they’re on,” says King.

And, in your pre-visit communication, don’t miss the opportunity to mention other potential procedures for which they may be a candidate, such as ICL, SMILE and LASIK. Let's say a patient comes in for a LASIK consultation, but after the examination, you inform them that ICL might be a more appropriate procedure. That shouldn’t be the first time they’re hearing the term ICL, says King.

8. Make a personal connection

When a prospective patient schedules a consultation, have someone from your practice call to connect with them. This can keep them engaged and motivated to follow through with the appointment, according to Cole.

“I’ve worked with practices [that] have so much automation in place ... but there’s never that personal touch with the patient,” he says. “Do not automate your way out of a personalized patient experience.”

9. Streamline clinical workflows

Both your patients and your practice can benefit when you focus on improving clinical workflows to maximize efficiency and reduce wait times.⁷ After all, reasonable wait times are key to enhancing patient satisfaction.⁸

You may be able to reduce patient wait time with these strategies:⁹

• Consider seeing patients in the order they arrived.
• Keep the patient in one room once the visit is underway.
• Use group chat software to keep all team members apprised of each patient’s location and status.

In addition, try these tips to set appropriate expectations for wait times:

• During the scheduling process, tell patients how long the appointment should last.
• During the check-in process, remind patients of the appointment length.
• Inform patients if the practice is running behind schedule.

10. Provide digital payment solutions

During check-in and checkout, you may wish to offer digital solutions such as online, mobile app and text payments to enhance convenience and streamline the payment experience.⁴ Offering online payment options may also help you get paid faster.¹⁰

For example, the CareCredit credit card is set up for an easy digital application and payment process using a QR code or custom link. Patients can use that code or link to see if they prequalify for the credit card. They can then apply, get a decision within seconds and, if approved, pay the same day — and your practice will be paid within two business days.

11. Train staff to discuss finances with patients

“When you're thinking about the patient journey, it’s all about conversations,” says King. So it’s essential to equip staff members for confident financial discussions, ensuring they can provide patients with the information they need before, during and after care.

When your practice offers flexible financing with CareCredit, for example, your staff can use the payment calculator to quickly and easily show patients their estimated monthly payments. This can simplify financial conversations for your team and your patients, helping everyone focus on care over costs.

Learn More: Explore tools and resources your team can leverage to discuss CareCredit with patients.

12. Assess your tone

King uses a Star Wars metaphor — in which Luke Skywalker is the hero and Yoda is the guide — to help practices assess their patient communication.

“A lot of practices ... try to position themselves as the Luke Skywalker in someone’s journey: ‘Look at what lasers we use, look at how much experience I have,’” says King. “All of that is important to a certain extent ... but you want to be Yoda. You want to be the guide for your patients.”

So when you consider your website and marketing communication — as well as your conversations with patients — consider shifting your language and tone away from “conquering hero” and toward “helpful guide.”

13. Solicit and respond to patient feedback

When you meet and exceed patients’ expectations, there’s a greater chance of their giving your practice a positive review — so it’s critical to help patients set proper expectations. For example, you can help those preparing for cataract surgery understand that they may still require readers afterward. This can help you avoid situations in which patients are frustrated with unmet expectations.¹¹

It’s also important to address any negative reviews. Contact the patient personally to help resolve their concerns, and use patient insights to improve your processes and care — and help your practice grow.¹¹

Prioritizing the Patient Experience

It’s essential to optimize the ophthalmology patient journey at every step, from appointment scheduling to clinical workflows to paying for care. By focusing on improving the patient experience, you can help patients get the vision care they want and need — and remain top of mind for future care concerns.

A Patient Financing Solution for Ophthalmologists

Cost may be a barrier to care for many of your current and prospective ophthalmology patients. You can help them manage the cost of the care they want or need by offering CareCredit as a financing solution. CareCredit allows patients to pay for their eye exams, LASIK, surgeries and other treatments over time while helping to enhance the payments process for your practice.**

When you accept CareCredit, patients can see if they prequalify with no impact to their credit score, and those who apply, if approved, can take advantage of special financing on qualifying purchases.** Additionally, you will be paid directly within two business days.

Learn more about the CareCredit credit card as a patient financing solution for your ophthalmology practice or start the provider enrollment process by filling out this form.

Author Bio

Robyn Tellefsen is a freelance writer and editor with more than 20 years of experience covering health and wellness, finance and more. Her work has appeared on sites such as LoopNet, Beachside Rehab, First Horizon Bank, SoFi, A Place for Mom, American Express, Chase and more.

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