by Heather Gerlach
Impacting the patient's
through personalized
V
ision practices see a
wide array of patients
with varying needs,
but no matter what
type of patient the
physician sees, the patient experience
is at the heart of a successful practice.
Many medical practices are be-
ginning to understand the increasing
importance of technology—although
we're only beginning to see the ways
it can truly boost a patient's experi-
ence, both in terms of satisfaction
and outcomes. In particular, we're fo-
cusing on technology that emphasiz-
es patient relationship management
(PRM), and how to most effectively
deliver it and provide the greatest
impact.
Managing day-to-day
challenges
Technology can help practices better
address their most pressing challeng-
es, such as delivering personalized,
professional care and standing out in
an increasingly competitive environ-
ment while lowering costs.
One of the biggest challenges
for our practice is ensuring we're
delivering personalized service to the
wide spectrum of guests we serve.
We treat patients of all ages and
socioeconomic statuses, with vision
goals that vary just as widely: Our
28-year-old, cash-pay LASIK patient
has different expectations than our
79-year-old patient or our 14-year-old
patient who's interested in wearing
contacts for the first time. We have
to be able to connect with and serve
each of these individuals through
22 Ophthalmology Business • July 2017
