July 8, 2025 • 25 mins
What makes a patient walk out of your office saying, “Wow… this feels different”?
In this episode of Opt-Out with Kara Foster, OD, we dive into the little (but powerful) ways to create a memorable, trust-building experience for your patients — from the moment they Google your name to the moment they leave with their new glasses.
Dr. Kara shares the exact strategies she uses in her own practice: creating a warm, welcoming environment, educating patients with clarity and care, showing how their eye health connects to their overall well-being, and even the seamless handoff to optical.
You’ll also hear:
The top 5 ways to accidentally sabotage the patient experience — and how to avoid them
How connection improves patient compliance (with the data to prove it)
Why the “Wow” isn’t about perfection — but about trust, dignity, and those human touches
If you’re ready to reimagine what eye care, and healthcare, can feel like, this episode is your first step.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hi, everyone, and welcome back to the Opt Out Podcast.
I'm Doctor Cara Foster, and I'm excited that you're here with me
today, whether you're listening in your car or out for a walk or
catching up during some quiet moments between patients.
Because today we're talking about something that truly sets
a practice apart. It's something that every single
one of us can work on, no matterwhat kind of practice you're in,
no matter how long you've been at it.
(00:20):
We're talking about something that doesn't cost a lot of
money, doesn't require fancy technology, and yet it's one of
the most powerful tools you have.
Customer service and healthcare.Let's be honest, healthcare
hasn't exactly earned itself a reputation for making people
feel cared for. If you've ever sat in a waiting
room for an hour and a half, filled out the same form 3
times, and then been rushed through your appointment without
(00:43):
your questions answered, you know what I mean.
I was literally just talking to my mom this morning about how
she had to wait two hours for her surgeon just for a follow up
appointment. It just doesn't make you feel
cared for. But the good news is that you
and I have the ability to changethat.
We don't have to overhaul the whole system overnight, but we
can simply make it better right where we are right now with the
(01:06):
people in front of us. So I love talking about this
because we don't have to wait for insurance companies or
hospital administrators or magical reform.
We can do this ourselves starting today.
So in this episode, I want to take you behind the scenes of
what we do in my office to make sure that patients feel cared
for at every single step from the very first click on our
website to when they walk on thedoor to when they walk in the
(01:28):
door all the way through when they walk back out at the end of
the visit. And it's not just about me being
nice or polite. It's about creating moments
where people feel seen and valued.
One of my favorite moments was apatient who stopped at the front
desk on her way out after the appointment.
She paused, almost like she wasn't sure if she should say
it. And then she quietly said, I
don't know what it is, but it just feels different here.
(01:50):
And that comment meant the worldto me because it told me that we
were doing our job not just as doctors, but as humans.
And The thing is, she probably couldn't even name exactly what
felt different, but she felt it.And that's what this is about.
Today I'll share how we create those little moments of care,
the ones that patients remember and tell their friends about,
and how you can too. So if you want, grab a notebook
(02:11):
or just sit back and listen. Let's talk about how to turn
just another appointment into something that actually makes a
patient say, wow, First impressions really start before
the patients even walk in. So let's start at the very
beginning. And yes, in the words of The
Sound of Music, a really good place to start before they even
step in foot inside your practice, your patient's
experience has already begun. And this is something that a lot
(02:33):
of doctors, myself included, at first don't always think about.
We imagine patient experience start when we shake their hands
or say hello in the exam room, but it really starts the moment
they've been looking for care. Think about it, If someone hears
your name from a friend and decides to look you up, what do
they find? What does your website say about
you? Before you ever say a word,
would you want to be your own patient?
(02:55):
One of the very first things I did when I opened my practice,
and something I still periodically do, is try to look
at our website through the eyes of a patient.
Is it simple to navigate? Does it make sense?
Can they find what they need without clicking through 10 and
menus? Does it feel warm and
approachable or cold and corporate?
Then on our site, we make it as easy as possible to book an
appointment to search for an appointment.
(03:16):
There are no logins and no portals.
Before you can see our availability.
You just pick your time the way it should be.
That one change alone, removing the barriers, made a huge
difference. Our patients have even told me
things like your website was so easy.
I love that I could schedule it on my phone while waiting in the
carpool line, which is exactly what we want.
But it doesn't stop there. I also like to walk into my own
(03:38):
office from the front door, sit in the waiting area and look
around as if I'm a brand new patient seeing it for the first
time. What do they see?
What do they smell? What do they hear?
Are the magazines old? Are their fingerprints on the
door? Is the lighting harsh?
Does the space feel inviting? It's a simple exercise, but it
shows you a lot about what kind of message your space sends
before you greet the patient. And then let's talk about the
(04:00):
phone. When our patients call the
office, they hear real kind human being on the other end of
the line. That shouldn't be ground
breaking, but these days it is. You'd be surprised how many
patients say, wow, thank you foranswering.
I called two other offices and just got a recording.
Answering the phone is one of the easiest ways to stand out.
And for paperwork, we've all been there, sitting in a waiting
(04:21):
room with a clipboard stacked with forms we've already filled
out every year, wondering if anyone even looks at these or
how they get saved from year to year.
And we decided to cut out all ofthat unnecessary fluff for our
patients, whether they're brand new or returning, We just had
them sign the required legal paperwork.
HIPAA forms, Medicare opt out, that sort of thing.
Then we verbally confirm their address and phone number at the
(04:42):
front. And here's the key.
I personally go over their health history and medications
when we're in the exam room together, not only because I
have time to review it anyway, but because it gives me the
chance to ask deeper questions, catch things that may not have
made it onto a forum, and actually connect about their
overall health. And it's amazing what comes up
when you just have a conversation instead of asking
someone to check boxes on a page.
(05:04):
Patients often comment on how refreshing it is, how they feel
like we respect their time and don't make them jump through
unnecessary hoops. So your take away.
Pretend you're a brand new patient in your office.
Go to your website, try to schedule an appointment, call
your office and see how the phone is answering answered, and
sit in your waiting area. How does it feel?
Would you stick with that experience or would you feel
frustrated and start looking elsewhere?
(05:25):
Because here's the thing, we know what good customer service
like. Because here's the thing, we
know what good customer service looks like, not just because
we're doctors, but because we'realso patients.
And we've sat in those chairs too.
And we know what it feels like to be rushed, ignored, and
handed the dreaded clipboard. So why not fix it?
(05:45):
You don't need a fancy software or a big budget, just a little
empathy and willingness to see your practice through your
patient's eyes. And when you do that, even just
one small improvement at a time,your patients feel it.
And that's the first step towards turning just another
appointment into something that makes them say wow.
So we've already talked about what happens before your patient
ever meets you. The website, the phone call, all
(06:08):
those first impressions they're forming before they even know
your name. So let's talk about what happens
when they finally arrive. One of my favorite lessons from
the Blue Zones research is just how much our environment shapes
how we feel, often without us realizing it.
And your office is no different.When someone steps into your
waiting area, they immediately start forming opinions they're
(06:28):
asking themselves, consciously or not, do I belong here?
Does this feel like a place where I matter?
Early in my career, I attended acustomer service presentation
that really changed the way I see all of this.
It was led by a local legend in the restaurant industry and the
owner of Angus Barn, which if you're from North Carolina, you
know, isn't just famous for mistakes, but also for making
(06:49):
every single guest feel like family.
At that presentation, Van sharedwhat she called the 12
Commandments of Customer Service.
And I've carried this lessons with me ever since and I've
trained my team on them, not just as a doctor, but as a human
being trying to take good care of people.
One of those commandments reallystuck with me right away.
The customers have the gold and therefore make the rules.
(07:11):
It's such a simple reminder. The people who walk through your
doors are paying for an experience, not just.
And while there may not always be right, another commandment
reminds us of that. They are always the paying
customer. And that distinction really
helps me stay grounded when handling difficult situations.
Another one that shaped how I run my practice is those who are
not served well do not serve well, which applies directly to
(07:35):
your team. If your team doesn't feel
valued, if they're burned out orignored, they're not going to be
able to pass on that warmth and care to your patients.
So I think about that often, treating my team well so they
can can treat patients well. And then here's another great
one. Just satisfaction is not
satisfactory because nobody everwalks out of a restaurant or an
eye doctor's office saying, well, that was satisfactory.
(07:58):
I can't wait to tell my friends no.
They rave when the experience isexceptional, when it feels
personal, and when they're surprised in a good way about
how they were treated. Another one that involves both
the waiting room and how when patients walk into the door, how
they're greeted is use the powerof the 20 foot rule.
Then explain that any time a customer comes within 20 feet of
(08:19):
you, you make eye contact, you smile and acknowledge them.
It cost you nothing, but means everything to someone who might
already be feeling nervous aboutbeing there or awkward waiting
at the front desk. So in my office, as soon as that
door opens, someone acknowledgesthe patient right away, even if
they're on the phone. My contact in a smile goes a
long way. When I walk through my waiting
(08:40):
room, I try to see it as if it were in my living room.
If someone came to my home, I wouldn't just glance up from my
phone and say have a seat. I would greet them, call them by
name if I knew it, and offer them something to drink because
that's what you do when someone is a guest in your home.
And that's how I want my patients to feel in my office.
So every now and then I'll sit in the waiting room just to
(09:00):
experience it as an outsider would.
Another commandment that helps me in these moments are learn to
laugh at yourself and admit yourmistakes.
If something isn't right, a chair is wobbly or a plant is
dying, fix it and don't be embarrassed about it.
Patients don't expect perfection, they expect care.
We also make every effort to stay on schedule, because
nothing communicates disrespect more clearly than making someone
(09:23):
wait far past their appointment time.
I also feel that way about making people wait on hold.
It's better to take their name and number and tell them that
you'll call them back than to let them sit on hold For a long
time. We've all been on that other
side, sitting waiting for a doctor, feeling like you're in a
forgotten corner of the world, and that's not what I want for
my patients. And of course, the dreaded
clipboard of doom. Once a patient joked to me, What
(09:46):
do you do with all those forms at other offices?
Burn them at night. We both laughed, but she was
right. So much of what's standard in
healthcare doesn't actually serve the patient at all.
Van also reminded us about something that's easy to forget.
Always be willing to extend a helping hand.
That goes for both your team andyour patients.
It's not just about staying in your lane.
If you see something you can help with, do it.
(10:08):
If the patient is struggling with the door, help them.
If a team member has two people waiting, jump in and help.
Nobody wants to see you standingaround while patients are
waiting. It's good for team morale and
for satisfaction. So your take away is, how does
it feel in your office? Would you leave feeling cared
for or invisible? Would you leave saying that was
fine or wow, that felt different?
(10:30):
And patients notice. They notice the way you greet
them, the way you make them feelseen, and the way you treat them
as a guest, not just a number. Even if they can't articulate
it, they can still feel it. And those details about how you
make them feel the moment they walk in set the tone for
everything that follows. So if you want your patients to
leave saying I don't know what it is, but it just feels it's
different here, this is where the feeling starts.
(10:52):
So next, let's move into the exam room because this is where
things get pulled together. What happens here can either
cement a patient's trust or quietly erode it.
This is your opportunity not just to care for their eyes, but
to build a relationship that keeps them coming back and
telling others. So here's what we focus on in my
office to create what I like to call a while experience in the
(11:13):
exam room, one that patients actually remember.
First off, and this is critical,we take enough time.
We don't double book, we don't trouble book.
I block enough time for each patient so neither of us feels
rushed because nothing makes someone feel unimportant faster
than sensing you're already thinking about the next room.
I want each patient to feel likethey're the only one on my
(11:33):
schedule at the moment because to them they are.
I also do the majority of the pretesting and history myself,
which surprises a lot of patients when I walk into the
pretest room and also some colleagues.
But I personally handle most of the pretesting and go over the
medical and visual history myself, myself.
Why? Because this is where I really
get to know them. Not just their prescription or
their eye pressure, but their lifestyle, habits, concerns, and
(11:57):
even subtle details that help guide my recommendations for
later. When I've spent that time
upfront listening, it allows me to follow up with highly
specific, meaningful suggestionsabout lenses, codings, contacts,
and even lifestyle changes. I can say I know that you work
at a computer all day, but also love hiking on the weekends.
Here's a few recommendations I can have that reduce your
(12:18):
eyesharing at work and protect your eyes outdoors.
And that kind of level of personalization simply isn't
possible if you don't invest thetime to learn about them early
on. We also explain everything in
plain, clear language, and we keep the conversation going.
One habit I've developed and patients really appreciate is
that I explain what I'm doing asI go, instead of just awkwardly
(12:39):
examining their eyes in silence.I say right now I'm checking the
health of the front of your eye.I'm looking for dry eye, and now
I'm looking at the lens inside your eye, which is also where we
can see cataracts. And now I'm checking the optic
nerve in the back of the eye. So far everything's looking
great. Not only does this help fill up
those awkward gaps that can feeluncomfortable for the patient,
it keeps them engaged and reassured.
They feel like they're part of what's happening instead of just
(13:01):
sitting there being poked and prodded.
I also like to show and explain their photos and scans.
I pull them up right there in the exam room and I walk them
through what we're seeing. This is your optic nerve.
See how healthy and crisp the edges are.
This is exactly what we want to see.
There's a lot of different things that can affect what
causes the optic nerve to change.
There are a lot of neurological issues that we can see going on
(13:23):
while looking at the optic nerve.
Of course, we look for glaucoma,but there's indicators that can
show up in the optic nerve. This something's going on in the
body. Here's where we see your macula,
where your sharp vision comes from.
It looks excellent. I also like to talk about the
blood vessels and some of the indicators that we can see
inside the blood vessels that can show signs of systemic
(13:44):
disease. And patients are fascinated by
seeing what's inside their own eyes.
It turns something abstract, like your eyes are healthy and
it's something concrete. They can see for themselves.
And it's also the perfect opportunity to talk about the
connection between the eyes and the rest of the body.
Patients often don't realize howmuch we can see in eye exams.
And when we tell them and explain them to this each time
(14:05):
when they come in and show them their pictures, that it helps
validate the reasons why they'recoming in.
It helps us validate optometry as a profession with catching
early disease, not just glasses and contact lenses.
I'll often say something like your eyes are a window into your
overall health. We can see early signs of
conditions like high blood pressure, diabetes, some
(14:25):
neurological issues, sometimes even before you have symptoms.
That's one reason that regular eye exams are so important, even
if you're saying well. So when patients understand that
we're looking out for more than just their vision, it completely
reframes the value of what we do.
I've had patients say wow, and you probably have too, but I
didn't realize that you could tell so much just by looking at
my eyes. And that's the kind of moment
(14:47):
you want to create where they leave not just reassured, but
educated and impressed. By the time we finished the
exam, I've already been thinkingabout what kind of lenses,
coatings, frames, or contact lenses will work best tailored
specifically to their needs. And I explained those
recommendations in the context of what I've learned about them.
When patients walk out of the exam room and I hand them off to
(15:08):
our optician, we're not just finishing the appointment.
We're continuing the education and building on the value we've
already created. So I personally walk them to our
optician who's ready and waitingand make the handoff seamless.
I'll say something like, Laura, this is Sarah.
We've talked about the lenses that reduce eye strain at work
and also outdoors. We've already discussed
(15:28):
different types of lenses that will and also blue light
protection. And she's open to looking at
lightweight, durable frames. Can you show her some good
options and go over the details we talked about?
And that handoff does a few really important things.
It reinforces what the patient learned in the exam room.
It connects the optical team into the care plan, and it makes
the experience feel intentional and cohesive, not transactional.
(15:51):
And our patients notice and appreciate that continuity.
We pay attention into the littledetails, from dimming the lights
if they seem sensitive, to reassuring them if they're
worried about something that isn't on the schedule.
And we pay attention to the little details.
One of Van's commandments from the Angus Barnes Learn how to
handle the moments of truth. Those little moments when a
patient seems nervous, confused,or unsure are your chance to
(16:14):
turn their uncertainty into trust.
From there, my optician takes the time to explain the why
behind what we recommend and help the patient understand the
difference between between high quality customized eyewear and
the kind of mass produced glasses they might see online or
at a big box store. They go over how the lenses
work. For example, how high index
lenses can keep glasses light and comfortable even with a
(16:37):
strong prescription. How premium coatings make the
lenses more scratch resistant, easier to clean, and more
durable over time. And we also help them understand
that the fit, quality, and durability of the frames
mattered just as much as the lenses.
And their glasses aren't just a medical device, but something
they'll wear on their face everyday.
And what I love about this part of the experience is that our
(16:57):
optician isn't just selling glasses.
They're continuing the educationand the care that we started in
the exam room, showing the patient that the recommendations
we made weren't just arbitrary, thoughtfully chosen to support
their vision and lifestyle. And that feels completely
different from being pushed towards an upsell.
Instead of feeling pressured, patients feel understood and
(17:18):
they see the value in investing in eyewear that helps them work
comfortably, see clearly, and feel good about themselves.
And they trust that we're recommending which truly best
for them. So your take away for this
segment is that patients notice everything.
Not just your words, but your tone, your body language, and
the way you guide them through the process and transition them
into the next step of care. One of the most common things I
(17:40):
hear when patients leave is you actually care and that's the
goal. Not perfection, not fancy
jargon, and not speed. Just making sure they leave
feeling heard, understood and competent from the moment they
sit down in the exam to the moment they walk out with their
glasses. When you explain what you're
doing, show them their scans andconnect their eye health to
their overall well-being and personally hand them off to the
(18:02):
next team member, you're not just providing care, you're
creating trust, education and value.
So your take away is that the exam room and optical shouldn't
feel like 2 separate experiences.
When you make a smooth, intentional handoff and your
optical team reinforces what you've taught in the exam room,
it creates 1 cohesive, thoughtful experience for the
patient from start to finish. And that's how you elevate what
(18:25):
could have been just another appointment into a memorable and
meaningful visit once that one that builds trust, loyalty, and
excitement about their eye care.When patients leave our office,
they're not just seeing better, they're feeling better about the
choices we made and about the people who helped them make
these choices. But before we wrap up, let me
share something a little lighter, but important.
(18:45):
Because even with the best of intentions, there are a few easy
ways that we can accidentally undermine what we're trying to
build with our patients. So here are my SO here are my
top five ways to sabotage this patient experience and how to
avoid them. Number one is forget to make eye
contact. It sounds obvious, but you be
surprised how often we're so focused on the chart, the
(19:07):
screen, or the equipment that wenever actually look at the
patient. This goes for your employees
too. Even just a few seconds of
genuine eye contact at the startof the visit sets the tone and
makes people feel sane #2 be so clinical that you forget to
smile. Yes, we're medical
professionals, but that doesn't mean we have to be stone faced.
A warm smile at the beginning and the end of the visit cost
(19:30):
nothing but communicates everything.
And also, don't forget to introduce yourself.
Yes, you might have a name tag or your diploma is on the wall
and you they assume you know whoyou are.
But that extra moment to say, hi, I'm Doctor Kara Foster.
It's so nice to meet you immediately.
Makes the interaction more personal.
Also, this is a big one. Don't ignore or dismiss their
(19:50):
questions. This one can happen without
meaning to you, especially if you're rushed.
But nothing erodes trust faster than blowing off a question
because it seems trivial or unrelated.
Even if you have to say to them,that's a great question, let's
come back to it in just a moment.
It shows that you heard them. And also, don't make them wait
and wait and wait. We've all been on the receiving
(20:12):
end of this. When someone sits in a waiting
room for 30 to 45 minutes past their appointment with no
explanation, it sends a message that their time is invaluable.
If delays happen and they do, just communicate it.
A quick thank you for your patience.
We're running about 15 minutes behind.
Goes a long way. I always apologize to a patient
if I'm more than just a few minutes late.
(20:33):
The good news is that all five of these are easy to fix.
Eye contact, a smile, an introduction, listening and
respecting their time are littlehuman touches that make all the
difference. And one more thing I want to
talk about before we leave is why does this matter?
What is the data behind the WOW?If you're still wondering, does
this matter? Do patients even notice?
(20:54):
Let me assure you, they absolutely do.
And the research is crystal clear.
When patients feel connected to their doctor, they're not just
happier, they're healthier. And let's talk about why first
impressions matter more than youthink.
According to psychology research, patients form an
impression of you in just seven seconds, sometimes faster, and
those first few seconds set the tone for the entire interaction.
(21:17):
If they feel dismissed, rushed, or unwelcome at the beginning,
it's much harder to rebuild thattrust later.
So all those little details, thesmile, the eye contact, the
clean waiting room, they're not just niceties.
They're laying the groundwork for compliance and cooperation
later on. What patients feel heard, they
actually follow through. Many studies have shown that
patients who report strong relationships with their
(21:39):
doctors, characterized by trust,empathy, and clear communication
are far more likely to follow through on medical advice.
One widely cited study in JAMA Internal Medicine found that
patients with higher rated physician communication were 19%
more likely to adhere to their treatment plans, even after
controlling for other factors like disease severity.
(22:00):
Another study in the Annals of Family Medicine reported that
patients who rated their physician highly on empathy had
better control of their blood sugars measured by HBA 1C then
those with lower rated doctors showed, showing a measurable
difference in outcomes. And a review in patient
education and counseling found the good communication improves
adherence to treatment by 62%, and poor communication is
(22:25):
associated with a nearly 19% higher risk of non compliance.
So why? When patients feel heard and
understood, they're more likely to believe the advice that
they're given is relevant to them.
Remember what they were told andfeel comfortable asking
questions or clarifying confusion.
And they trust that the providerhas their best interest at
heart. On the flip side is rest.
(22:47):
On the flip side, when communication is rushed,
dismissive or overly technical, patients may leave feeling
confused, skeptical, or feeling like their concerns didn't
matter, and they're far less likely to stick to the plans.
Blue Zone research reinforces this, showing that emotional
connection, a sense of belonging, and trust in your
caregivers are just as vital to health as diet and exercise.
(23:11):
When people feel like their doctors know them and care about
them, they're more engaged in their own care and surprisingly,
more invested in the outcome. So when you take time to build
trust and educate your patients from how you greet them to how
you explain their diagnosis, you're not just making them feel
good, you're increasing the likelihood that they'll wear
their glasses is prescribed, take their medication, follow up
(23:32):
as directed and make positive lifestyle changes.
So it's not just the right thingto do and improves their
outcome. So these little moments
explaining their skins, asking about their concerns and
greeting them by name are not just gestures, They're powerful
protectors of whether your care actually works.
So to wrap this up, we've talkedabout how the patient experience
begins long before they meet youon your website, the phone in
(23:56):
that first impression they can'tquite put into words.
And it continues the moment theystep into your space, picking up
on all the subtle cues in the environment, how they're graded,
how they're made to feel. And it really comes alive in the
exam room when you slow down, listen, educate, and build trust
through every detail. And finally, it carries
seamlessly into optical, where your team helps the patient
(24:16):
understand the value of what you've recommended and make sure
they leave feeling confident in their choices.
This isn't just about being nice.
It's about creating trust, showing dignity, and letting
people feel. And the words of what I'm and
letting people feel in the world, my own patients, it just
feels different here. So here's my challenge for you
this week. Pick one thing to improve your
(24:37):
patient experience. Maybe it's how you answer the
phone. Maybe it's something in your
waiting room. Maybe it's the word you choose
when you're explaining somethingconfusing.
Because all of those little touches, the human ones, are
what patients remember and don'tfeel like.
You have to figure this out on your own.
In our next episode, Part 2, we'll talk about how to empower
your team to deliver this level of care right alongside you, so
(25:00):
it's not all resting on your shoulders.
You don't have to carry the whole wow by yourself and you
can't. Thank you so much for spending
this time with me today. If you found this helpful, I'd
love it if you shared this episode with a friend or
subscribe to the podcast. And if you feel like it, send me
a message to let me know what change you're planning to make
this week. I'd love to hear from you.
Until next time, keep taking care of your patients and
(25:22):
yourself. This is Cara Foster opting out.
Hi, everyone, and welcome back to the Opt Out Podcast.
I'm Doctor Cara Foster, and I'm excited that you're here with me
today, whether you're listening in your car or out for a walk or
catching up during some quiet moments between patients.
Because today we're talking about something that truly sets
a practice apart. It's something that every single
one of us can work on, no matterwhat kind of practice you're in,
no matter how long you've been at it.
(00:20):
We're talking about something that doesn't cost a lot of
money, doesn't require fancy technology, and yet it's one of
the most powerful tools you have.
Customer service and healthcare.Let's be honest, healthcare
hasn't exactly earned itself a reputation for making people
feel cared for. If you've ever sat in a waiting
room for an hour and a half, filled out the same form 3
times, and then been rushed through your appointment without
(00:43):
your questions answered, you know what I mean.
I was literally just talking to my mom this morning about how
she had to wait two hours for her surgeon just for a follow up
appointment. It just doesn't make you feel
cared for. But the good news is that you
and I have the ability to changethat.
We don't have to overhaul the whole system overnight, but we
can simply make it better right where we are right now with the
(01:06):
people in front of us. So I love talking about this
because we don't have to wait for insurance companies or
hospital administrators or magical reform.
We can do this ourselves starting today.
So in this episode, I want to take you behind the scenes of
what we do in my office to make sure that patients feel cared
for at every single step from the very first click on our
website to when they walk on thedoor to when they walk in the
(01:28):
door all the way through when they walk back out at the end of
the visit. And it's not just about me being
nice or polite. It's about creating moments
where people feel seen and valued.
One of my favorite moments was apatient who stopped at the front
desk on her way out after the appointment.
She paused, almost like she wasn't sure if she should say
it. And then she quietly said, I
don't know what it is, but it just feels different here.
(01:50):
And that comment meant the worldto me because it told me that we
were doing our job not just as doctors, but as humans.
And The thing is, she probably couldn't even name exactly what
felt different, but she felt it.And that's what this is about.
Today I'll share how we create those little moments of care,
the ones that patients remember and tell their friends about,
and how you can too. So if you want, grab a notebook
(02:11):
or just sit back and listen. Let's talk about how to turn
just another appointment into something that actually makes a
patient say, wow, First impressions really start before
the patients even walk in. So let's start at the very
beginning. And yes, in the words of The
Sound of Music, a really good place to start before they even
step in foot inside your practice, your patient's
experience has already begun. And this is something that a lot
(02:33):
of doctors, myself included, at first don't always think about.
We imagine patient experience start when we shake their hands
or say hello in the exam room, but it really starts the moment
they've been looking for care. Think about it, If someone hears
your name from a friend and decides to look you up, what do
they find? What does your website say about
you? Before you ever say a word,
would you want to be your own patient?
(02:55):
One of the very first things I did when I opened my practice,
and something I still periodically do, is try to look
at our website through the eyes of a patient.
Is it simple to navigate? Does it make sense?
Can they find what they need without clicking through 10 and
menus? Does it feel warm and
approachable or cold and corporate?
Then on our site, we make it as easy as possible to book an
appointment to search for an appointment.
(03:16):
There are no logins and no portals.
Before you can see our availability.
You just pick your time the way it should be.
That one change alone, removing the barriers, made a huge
difference. Our patients have even told me
things like your website was so easy.
I love that I could schedule it on my phone while waiting in the
carpool line, which is exactly what we want.
But it doesn't stop there. I also like to walk into my own
(03:38):
office from the front door, sit in the waiting area and look
around as if I'm a brand new patient seeing it for the first
time. What do they see?
What do they smell? What do they hear?
Are the magazines old? Are their fingerprints on the
door? Is the lighting harsh?
Does the space feel inviting? It's a simple exercise, but it
shows you a lot about what kind of message your space sends
before you greet the patient. And then let's talk about the
(04:00):
phone. When our patients call the
office, they hear real kind human being on the other end of
the line. That shouldn't be ground
breaking, but these days it is. You'd be surprised how many
patients say, wow, thank you foranswering.
I called two other offices and just got a recording.
Answering the phone is one of the easiest ways to stand out.
And for paperwork, we've all been there, sitting in a waiting
(04:21):
room with a clipboard stacked with forms we've already filled
out every year, wondering if anyone even looks at these or
how they get saved from year to year.
And we decided to cut out all ofthat unnecessary fluff for our
patients, whether they're brand new or returning, We just had
them sign the required legal paperwork.
HIPAA forms, Medicare opt out, that sort of thing.
Then we verbally confirm their address and phone number at the
(04:42):
front. And here's the key.
I personally go over their health history and medications
when we're in the exam room together, not only because I
have time to review it anyway, but because it gives me the
chance to ask deeper questions, catch things that may not have
made it onto a forum, and actually connect about their
overall health. And it's amazing what comes up
when you just have a conversation instead of asking
someone to check boxes on a page.
(05:04):
Patients often comment on how refreshing it is, how they feel
like we respect their time and don't make them jump through
unnecessary hoops. So your take away.
Pretend you're a brand new patient in your office.
Go to your website, try to schedule an appointment, call
your office and see how the phone is answering answered, and
sit in your waiting area. How does it feel?
Would you stick with that experience or would you feel
frustrated and start looking elsewhere?
(05:25):
Because here's the thing, we know what good customer service
like. Because here's the thing, we
know what good customer service looks like, not just because
we're doctors, but because we'realso patients.
And we've sat in those chairs too.
And we know what it feels like to be rushed, ignored, and
handed the dreaded clipboard. So why not fix it?
(05:45):
You don't need a fancy software or a big budget, just a little
empathy and willingness to see your practice through your
patient's eyes. And when you do that, even just
one small improvement at a time,your patients feel it.
And that's the first step towards turning just another
appointment into something that makes them say wow.
So we've already talked about what happens before your patient
ever meets you. The website, the phone call, all
(06:08):
those first impressions they're forming before they even know
your name. So let's talk about what happens
when they finally arrive. One of my favorite lessons from
the Blue Zones research is just how much our environment shapes
how we feel, often without us realizing it.
And your office is no different.When someone steps into your
waiting area, they immediately start forming opinions they're
(06:28):
asking themselves, consciously or not, do I belong here?
Does this feel like a place where I matter?
Early in my career, I attended acustomer service presentation
that really changed the way I see all of this.
It was led by a local legend in the restaurant industry and the
owner of Angus Barn, which if you're from North Carolina, you
know, isn't just famous for mistakes, but also for making
(06:49):
every single guest feel like family.
At that presentation, Van sharedwhat she called the 12
Commandments of Customer Service.
And I've carried this lessons with me ever since and I've
trained my team on them, not just as a doctor, but as a human
being trying to take good care of people.
One of those commandments reallystuck with me right away.
The customers have the gold and therefore make the rules.
(07:11):
It's such a simple reminder. The people who walk through your
doors are paying for an experience, not just.
And while there may not always be right, another commandment
reminds us of that. They are always the paying
customer. And that distinction really
helps me stay grounded when handling difficult situations.
Another one that shaped how I run my practice is those who are
not served well do not serve well, which applies directly to
(07:35):
your team. If your team doesn't feel
valued, if they're burned out orignored, they're not going to be
able to pass on that warmth and care to your patients.
So I think about that often, treating my team well so they
can can treat patients well. And then here's another great
one. Just satisfaction is not
satisfactory because nobody everwalks out of a restaurant or an
eye doctor's office saying, well, that was satisfactory.
(07:58):
I can't wait to tell my friends no.
They rave when the experience isexceptional, when it feels
personal, and when they're surprised in a good way about
how they were treated. Another one that involves both
the waiting room and how when patients walk into the door, how
they're greeted is use the powerof the 20 foot rule.
Then explain that any time a customer comes within 20 feet of
(08:19):
you, you make eye contact, you smile and acknowledge them.
It cost you nothing, but means everything to someone who might
already be feeling nervous aboutbeing there or awkward waiting
at the front desk. So in my office, as soon as that
door opens, someone acknowledgesthe patient right away, even if
they're on the phone. My contact in a smile goes a
long way. When I walk through my waiting
(08:40):
room, I try to see it as if it were in my living room.
If someone came to my home, I wouldn't just glance up from my
phone and say have a seat. I would greet them, call them by
name if I knew it, and offer them something to drink because
that's what you do when someone is a guest in your home.
And that's how I want my patients to feel in my office.
So every now and then I'll sit in the waiting room just to
(09:00):
experience it as an outsider would.
Another commandment that helps me in these moments are learn to
laugh at yourself and admit yourmistakes.
If something isn't right, a chair is wobbly or a plant is
dying, fix it and don't be embarrassed about it.
Patients don't expect perfection, they expect care.
We also make every effort to stay on schedule, because
nothing communicates disrespect more clearly than making someone
(09:23):
wait far past their appointment time.
I also feel that way about making people wait on hold.
It's better to take their name and number and tell them that
you'll call them back than to let them sit on hold For a long
time. We've all been on that other
side, sitting waiting for a doctor, feeling like you're in a
forgotten corner of the world, and that's not what I want for
my patients. And of course, the dreaded
clipboard of doom. Once a patient joked to me, What
(09:46):
do you do with all those forms at other offices?
Burn them at night. We both laughed, but she was
right. So much of what's standard in
healthcare doesn't actually serve the patient at all.
Van also reminded us about something that's easy to forget.
Always be willing to extend a helping hand.
That goes for both your team andyour patients.
It's not just about staying in your lane.
If you see something you can help with, do it.
(10:08):
If the patient is struggling with the door, help them.
If a team member has two people waiting, jump in and help.
Nobody wants to see you standingaround while patients are
waiting. It's good for team morale and
for satisfaction. So your take away is, how does
it feel in your office? Would you leave feeling cared
for or invisible? Would you leave saying that was
fine or wow, that felt different?
(10:30):
And patients notice. They notice the way you greet
them, the way you make them feelseen, and the way you treat them
as a guest, not just a number. Even if they can't articulate
it, they can still feel it. And those details about how you
make them feel the moment they walk in set the tone for
everything that follows. So if you want your patients to
leave saying I don't know what it is, but it just feels it's
different here, this is where the feeling starts.
(10:52):
So next, let's move into the exam room because this is where
things get pulled together. What happens here can either
cement a patient's trust or quietly erode it.
This is your opportunity not just to care for their eyes, but
to build a relationship that keeps them coming back and
telling others. So here's what we focus on in my
office to create what I like to call a while experience in the
(11:13):
exam room, one that patients actually remember.
First off, and this is critical,we take enough time.
We don't double book, we don't trouble book.
I block enough time for each patient so neither of us feels
rushed because nothing makes someone feel unimportant faster
than sensing you're already thinking about the next room.
I want each patient to feel likethey're the only one on my
(11:33):
schedule at the moment because to them they are.
I also do the majority of the pretesting and history myself,
which surprises a lot of patients when I walk into the
pretest room and also some colleagues.
But I personally handle most of the pretesting and go over the
medical and visual history myself, myself.
Why? Because this is where I really
get to know them. Not just their prescription or
their eye pressure, but their lifestyle, habits, concerns, and
(11:57):
even subtle details that help guide my recommendations for
later. When I've spent that time
upfront listening, it allows me to follow up with highly
specific, meaningful suggestionsabout lenses, codings, contacts,
and even lifestyle changes. I can say I know that you work
at a computer all day, but also love hiking on the weekends.
Here's a few recommendations I can have that reduce your
(12:18):
eyesharing at work and protect your eyes outdoors.
And that kind of level of personalization simply isn't
possible if you don't invest thetime to learn about them early
on. We also explain everything in
plain, clear language, and we keep the conversation going.
One habit I've developed and patients really appreciate is
that I explain what I'm doing asI go, instead of just awkwardly
(12:39):
examining their eyes in silence.I say right now I'm checking the
health of the front of your eye.I'm looking for dry eye, and now
I'm looking at the lens inside your eye, which is also where we
can see cataracts. And now I'm checking the optic
nerve in the back of the eye. So far everything's looking
great. Not only does this help fill up
those awkward gaps that can feeluncomfortable for the patient,
it keeps them engaged and reassured.
They feel like they're part of what's happening instead of just
(13:01):
sitting there being poked and prodded.
I also like to show and explain their photos and scans.
I pull them up right there in the exam room and I walk them
through what we're seeing. This is your optic nerve.
See how healthy and crisp the edges are.
This is exactly what we want to see.
There's a lot of different things that can affect what
causes the optic nerve to change.
There are a lot of neurological issues that we can see going on
(13:23):
while looking at the optic nerve.
Of course, we look for glaucoma,but there's indicators that can
show up in the optic nerve. This something's going on in the
body. Here's where we see your macula,
where your sharp vision comes from.
It looks excellent. I also like to talk about the
blood vessels and some of the indicators that we can see
inside the blood vessels that can show signs of systemic
(13:44):
disease. And patients are fascinated by
seeing what's inside their own eyes.
It turns something abstract, like your eyes are healthy and
it's something concrete. They can see for themselves.
And it's also the perfect opportunity to talk about the
connection between the eyes and the rest of the body.
Patients often don't realize howmuch we can see in eye exams.
And when we tell them and explain them to this each time
(14:05):
when they come in and show them their pictures, that it helps
validate the reasons why they'recoming in.
It helps us validate optometry as a profession with catching
early disease, not just glasses and contact lenses.
I'll often say something like your eyes are a window into your
overall health. We can see early signs of
conditions like high blood pressure, diabetes, some
(14:25):
neurological issues, sometimes even before you have symptoms.
That's one reason that regular eye exams are so important, even
if you're saying well. So when patients understand that
we're looking out for more than just their vision, it completely
reframes the value of what we do.
I've had patients say wow, and you probably have too, but I
didn't realize that you could tell so much just by looking at
my eyes. And that's the kind of moment
(14:47):
you want to create where they leave not just reassured, but
educated and impressed. By the time we finished the
exam, I've already been thinkingabout what kind of lenses,
coatings, frames, or contact lenses will work best tailored
specifically to their needs. And I explained those
recommendations in the context of what I've learned about them.
When patients walk out of the exam room and I hand them off to
(15:08):
our optician, we're not just finishing the appointment.
We're continuing the education and building on the value we've
already created. So I personally walk them to our
optician who's ready and waitingand make the handoff seamless.
I'll say something like, Laura, this is Sarah.
We've talked about the lenses that reduce eye strain at work
and also outdoors. We've already discussed
(15:28):
different types of lenses that will and also blue light
protection. And she's open to looking at
lightweight, durable frames. Can you show her some good
options and go over the details we talked about?
And that handoff does a few really important things.
It reinforces what the patient learned in the exam room.
It connects the optical team into the care plan, and it makes
the experience feel intentional and cohesive, not transactional.
(15:51):
And our patients notice and appreciate that continuity.
We pay attention into the littledetails, from dimming the lights
if they seem sensitive, to reassuring them if they're
worried about something that isn't on the schedule.
And we pay attention to the little details.
One of Van's commandments from the Angus Barnes Learn how to
handle the moments of truth. Those little moments when a
patient seems nervous, confused,or unsure are your chance to
(16:14):
turn their uncertainty into trust.
From there, my optician takes the time to explain the why
behind what we recommend and help the patient understand the
difference between between high quality customized eyewear and
the kind of mass produced glasses they might see online or
at a big box store. They go over how the lenses
work. For example, how high index
lenses can keep glasses light and comfortable even with a
(16:37):
strong prescription. How premium coatings make the
lenses more scratch resistant, easier to clean, and more
durable over time. And we also help them understand
that the fit, quality, and durability of the frames
mattered just as much as the lenses.
And their glasses aren't just a medical device, but something
they'll wear on their face everyday.
And what I love about this part of the experience is that our
(16:57):
optician isn't just selling glasses.
They're continuing the educationand the care that we started in
the exam room, showing the patient that the recommendations
we made weren't just arbitrary, thoughtfully chosen to support
their vision and lifestyle. And that feels completely
different from being pushed towards an upsell.
Instead of feeling pressured, patients feel understood and
(17:18):
they see the value in investing in eyewear that helps them work
comfortably, see clearly, and feel good about themselves.
And they trust that we're recommending which truly best
for them. So your take away for this
segment is that patients notice everything.
Not just your words, but your tone, your body language, and
the way you guide them through the process and transition them
into the next step of care. One of the most common things I
(17:40):
hear when patients leave is you actually care and that's the
goal. Not perfection, not fancy
jargon, and not speed. Just making sure they leave
feeling heard, understood and competent from the moment they
sit down in the exam to the moment they walk out with their
glasses. When you explain what you're
doing, show them their scans andconnect their eye health to
their overall well-being and personally hand them off to the
(18:02):
next team member, you're not just providing care, you're
creating trust, education and value.
So your take away is that the exam room and optical shouldn't
feel like 2 separate experiences.
When you make a smooth, intentional handoff and your
optical team reinforces what you've taught in the exam room,
it creates 1 cohesive, thoughtful experience for the
patient from start to finish. And that's how you elevate what
(18:25):
could have been just another appointment into a memorable and
meaningful visit once that one that builds trust, loyalty, and
excitement about their eye care.When patients leave our office,
they're not just seeing better, they're feeling better about the
choices we made and about the people who helped them make
these choices. But before we wrap up, let me
share something a little lighter, but important.
(18:45):
Because even with the best of intentions, there are a few easy
ways that we can accidentally undermine what we're trying to
build with our patients. So here are my SO here are my
top five ways to sabotage this patient experience and how to
avoid them. Number one is forget to make eye
contact. It sounds obvious, but you be
surprised how often we're so focused on the chart, the
(19:07):
screen, or the equipment that wenever actually look at the
patient. This goes for your employees
too. Even just a few seconds of
genuine eye contact at the startof the visit sets the tone and
makes people feel sane #2 be so clinical that you forget to
smile. Yes, we're medical
professionals, but that doesn't mean we have to be stone faced.
A warm smile at the beginning and the end of the visit cost
(19:30):
nothing but communicates everything.
And also, don't forget to introduce yourself.
Yes, you might have a name tag or your diploma is on the wall
and you they assume you know whoyou are.
But that extra moment to say, hi, I'm Doctor Kara Foster.
It's so nice to meet you immediately.
Makes the interaction more personal.
Also, this is a big one. Don't ignore or dismiss their
(19:50):
questions. This one can happen without
meaning to you, especially if you're rushed.
But nothing erodes trust faster than blowing off a question
because it seems trivial or unrelated.
Even if you have to say to them,that's a great question, let's
come back to it in just a moment.
It shows that you heard them. And also, don't make them wait
and wait and wait. We've all been on the receiving
(20:12):
end of this. When someone sits in a waiting
room for 30 to 45 minutes past their appointment with no
explanation, it sends a message that their time is invaluable.
If delays happen and they do, just communicate it.
A quick thank you for your patience.
We're running about 15 minutes behind.
Goes a long way. I always apologize to a patient
if I'm more than just a few minutes late.
(20:33):
The good news is that all five of these are easy to fix.
Eye contact, a smile, an introduction, listening and
respecting their time are littlehuman touches that make all the
difference. And one more thing I want to
talk about before we leave is why does this matter?
What is the data behind the WOW?If you're still wondering, does
this matter? Do patients even notice?
(20:54):
Let me assure you, they absolutely do.
And the research is crystal clear.
When patients feel connected to their doctor, they're not just
happier, they're healthier. And let's talk about why first
impressions matter more than youthink.
According to psychology research, patients form an
impression of you in just seven seconds, sometimes faster, and
those first few seconds set the tone for the entire interaction.
(21:17):
If they feel dismissed, rushed, or unwelcome at the beginning,
it's much harder to rebuild thattrust later.
So all those little details, thesmile, the eye contact, the
clean waiting room, they're not just niceties.
They're laying the groundwork for compliance and cooperation
later on. What patients feel heard, they
actually follow through. Many studies have shown that
patients who report strong relationships with their
(21:39):
doctors, characterized by trust,empathy, and clear communication
are far more likely to follow through on medical advice.
One widely cited study in JAMA Internal Medicine found that
patients with higher rated physician communication were 19%
more likely to adhere to their treatment plans, even after
controlling for other factors like disease severity.
(22:00):
Another study in the Annals of Family Medicine reported that
patients who rated their physician highly on empathy had
better control of their blood sugars measured by HBA 1C then
those with lower rated doctors showed, showing a measurable
difference in outcomes. And a review in patient
education and counseling found the good communication improves
adherence to treatment by 62%, and poor communication is
(22:25):
associated with a nearly 19% higher risk of non compliance.
So why? When patients feel heard and
understood, they're more likely to believe the advice that
they're given is relevant to them.
Remember what they were told andfeel comfortable asking
questions or clarifying confusion.
And they trust that the providerhas their best interest at
heart. On the flip side is rest.
(22:47):
On the flip side, when communication is rushed,
dismissive or overly technical, patients may leave feeling
confused, skeptical, or feeling like their concerns didn't
matter, and they're far less likely to stick to the plans.
Blue Zone research reinforces this, showing that emotional
connection, a sense of belonging, and trust in your
caregivers are just as vital to health as diet and exercise.
(23:11):
When people feel like their doctors know them and care about
them, they're more engaged in their own care and surprisingly,
more invested in the outcome. So when you take time to build
trust and educate your patients from how you greet them to how
you explain their diagnosis, you're not just making them feel
good, you're increasing the likelihood that they'll wear
their glasses is prescribed, take their medication, follow up
(23:32):
as directed and make positive lifestyle changes.
So it's not just the right thingto do and improves their
outcome. So these little moments
explaining their skins, asking about their concerns and
greeting them by name are not just gestures, They're powerful
protectors of whether your care actually works.
So to wrap this up, we've talkedabout how the patient experience
begins long before they meet youon your website, the phone in
(23:56):
that first impression they can'tquite put into words.
And it continues the moment theystep into your space, picking up
on all the subtle cues in the environment, how they're graded,
how they're made to feel. And it really comes alive in the
exam room when you slow down, listen, educate, and build trust
through every detail. And finally, it carries
seamlessly into optical, where your team helps the patient
(24:16):
understand the value of what you've recommended and make sure
they leave feeling confident in their choices.
This isn't just about being nice.
It's about creating trust, showing dignity, and letting
people feel. And the words of what I'm and
letting people feel in the world, my own patients, it just
feels different here. So here's my challenge for you
this week. Pick one thing to improve your
(24:37):
patient experience. Maybe it's how you answer the
phone. Maybe it's something in your
waiting room. Maybe it's the word you choose
when you're explaining somethingconfusing.
Because all of those little touches, the human ones, are
what patients remember and don'tfeel like.
You have to figure this out on your own.
In our next episode, Part 2, we'll talk about how to empower
your team to deliver this level of care right alongside you, so
(25:00):
it's not all resting on your shoulders.
You don't have to carry the whole wow by yourself and you
can't. Thank you so much for spending
this time with me today. If you found this helpful, I'd
love it if you shared this episode with a friend or
subscribe to the podcast. And if you feel like it, send me
a message to let me know what change you're planning to make
this week. I'd love to hear from you.
Until next time, keep taking care of your patients and
(25:22):
yourself. This is Cara Foster opting out.
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