Eyeworld

OPHTHALMOLOGY BUSINESS 140 October 2016 by Vanessa Caceres EyeWorld Contributing Writer Snelling added. Testimonials and patient selection are a way to help highlight risks. Often, practice reps will in- quire about testimonials while the patient is there for an appoint- ment. At John-Kenyon American Eye Institute, Louisville, Kentucky, Pam Anderson, director of internal marketing, will ask during a LASIK follow-up exam if patients would be interested in giving a testimonial. Center For Sight employees have found that when patients are at the practice for a singular event, such as cataract surgery, they can more easily obtain a testimonial at their follow-up appointment, approximately 1 week later, Ms. Rossnagle said. However, some practices may be limited by when a videographer is available, Ms. Snelling said. Because videographers often work on a daily rate, it is more efficient to schedule several interviews in one day rather than having someone film only one or two a day over several days. This may change when you'll have patients give their testimonial. Asking questions One takeaway that all of the market- ing pros shared is that testimonials should not be scripted. Otherwise, they will sound phony. "We don't probe or script—we use more of an interview style," Ms. Snelling said. Yet patients giving testimonials often receive a list of questions they will be asked in advance, so they have some time to think about their answers. There are a few ways to make in- terviews more engaging and reveal- ing, sources said. • Start the interview with a few easy questions, recommended Dave Bloom, president, Bloom PR, Fort Lauderdale, Florida. The answers may not make it in the final edit, but the initial dialogue can help put the person at ease. • Ask why. Patients may sincerely share that the doctor was won- derful or that the staff made them feel good about their treatment. Always ask "Why?" to dig deeper and create a unique story, Mr. Bloom advised. When a patient talks about something that hap- pened during his or her care, ask, "How did that make you feel?" the front lines of patient care," said Marissa Rossnagle, director of mar- keting, Center For Sight, Sarasota, Florida. "When a patient is excited and happy following a procedure, our staff will ask if he or she would be willing to provide a testimonial." Your practice may decide to use testimonials for one particular area, for example, cataract surgery or LASIK. At USC Roski Eye Institute, Keck Medicine of USC, Los Angeles, the institution obtains testimonials in a wide variety of diagnoses and treatments. For that reason, they aim for diversity when selecting patients, said Sherri Snelling, PR executive director, USC Roski Eye Institute. On their testimonial page (eye.keckmedicine.org/ophthalmolo- gy-patient-testimonials), viewers will find seniors, young adults, and even children with their parents address- ing the care they received. This diversity in testimonials is also important because of the risk for certain conditions in specific populations, and with more diffi- cult or challenging cases, it can give prospective patients peace of mind and trust in seeking treatment, Ms. help other patients hear from those who've gone through treatments, making potential diagnoses and treatments seem less intimidating. Marketing and PR pros weighed in on the best way to obtain patient testimonials and how to maximize their use. Patient selection When deciding to capture testimo- nials, first ask all staff to listen for good potential patient testimonials. "We rely on the judgment of our doctors and staff, as they are on Individual stories connect well with existing and new patients I f you're not using testimoni- als in your marketing efforts, you're missing out on a power- ful way to let current and new patients know about the great work being done at your practice. Ophthalmologists and their marketing reps say that testimonials help reinforce the bond made with satisfied patients. Testimonials also Use patient testimonials for " When a patient is excited and happy following a procedure, our staff will ask if he or she would be willing to provide a testimonial. " –Marissa Rossnagle

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