Optometric Management Tip # 290   -   Wednesday, August 15, 2007
Words Make a Difference

There is no question that the way your practice is perceived by patients has a huge effect on future success. During the course of a visit, an image is formed by thousands of little things that are seen and heard in your office. We have control over most of those things to a large extent, but many doctors become so busy that there just is not enough time to train staff members on little details. I hope this list of preferred terms will help to a small degree.

The list is not exhaustive and it's not perfect because words taken out of context can have different meanings. But it's a start. I tried to balance the need to say things in a professional and pleasing manner, yet not become so obtuse that a patient does not understand what you're talking about.

Have all your staff members read this list and consider printing and posting it discreetly at your front desk (not the check-out counter). It would actually be a good idea for doctors to give the list a quick read as well; I hear many of my colleagues use some of the non-preferred terms quite frequently. Staff members tune in to the terms used by the doctor so it's important to set a good example. The list is also a must-read for all new employees.

As you hear other examples of phrases that could be expressed in a better way, just add them to the list.

• Don't say customer or client.... Say patient
• Don't say sell.... Say prescribe or dispense or provide
• Don't say buy.... Say order
• Don't say store or shop.... Say office or practice
• Don't say business or trade .... Say practice or profession
• Don't say price.... Say fee
• Don't say old patient.... Say established patient
• Don't say waiting room.... Say reception area
• Don't say back room.... Say lab or administrative office
• Don't say optical shop.... Say optical dispensary
• Don't say buy frames.... Say select frames
• Don't say girl.... Say technician or assistant or optician or staff member or use person's actual name
• Don't say employee.... Say staff member
• Don't say doctor is busy.... Say doctor is with a patient
• Don't say doctor is on vacation.... Say doctor is out of the office
• Don't say doctor is late.... Say schedule was interrupted by an emergency
• Don't say trade show.... Say conference
• Don't say trade magazine.... Say professional journal
• Don't say trade group.... Say professional association
• Don't say equipment.... Say instruments
• Don't say check eyes.... Say perform examination
• Don't say check up.... Say follow-up exam
• Don't say trial contact lens.... Say diagnostic contact lens
• Don't say fit contacts.... Say prescribe contacts
• Don't say check contacts.... Say evaluate contacts and corneal health
• Don't say pick-up glasses.... Say dispense eyewear
• Don't say insert.... Say apply
• Don't say surgery or operation.... Say procedure
• Don't say drug.... Say medication
• Don't say steroid.... Say anti-inflammatory medication
• Don't say glasses were rejected.... Say glasses did not meet our quality standards
• Don't say pressure check or glaucoma test or air puff.... Say tonometry or measurement of intraocular pressure
• Don't say picture.... Say photograph or image
• Don't say invisible bifocals.... Say progressive lenses
• Don't say antireflective coating.... Say antireflective lenses
• Don't say no problem.... Say thank you and you're welcome

Best wishes for continued success,

Neil B. Gailmard, OD, MBA, FAAO
Chief Optometric Editor, Optometric Management