EyeWorld Asia-Pacific September 2014 Issue

37 EWAP CAtArACt/IOL September 2014 An apology to used car salespeople: Educating vs. selling, part one by richard tipperman, MD Discussing advanced technology IOLs with patients isn’t “selling” a product or service O ne of the aspects that ophthalmologists can find challenging about advanced technology I Ls (ATIOLs) is that the patient has to make a direct out-of-pocket payment to the physician for services, as opposed to “basic” cataract surgery where the patient’s surgery and care is typically covered by a third-party payer. Understandably, many physicians are not comfortable with what they see as “selling” a product or service. On multiple occasions when speaking about ATIOLs to ophthalmologists, I’ve heard them say something to the effect of “I don’t want to be a used car salesman.” This is not the correct way to look at things and isn’t fair to car salespeople in general. Understanding why this is the case is an important component of successfully implementing ATIOLs. This is easiest to understand if you think about what happens during a typical car-purchasing scenario. Usually buyers will do some type of research regarding the vehicle that they are going to purchase prior to going to a car dealership. This may involve speaking with friends or relatives who have recently purchased vehicles. Additionally, they may research options on the internet or in printed publications. Now take a step back and think about what happens when patients seek out an ophthalmologist for cataract surgery. Some patients will access the cataract surgeon’s office because of reputation or referral from another physician, friend, or relative. Many will have done some type of research regarding cataract surgery prior to their first visit to the doctor’s office. Regardless of how much research they perform, at some point almost all prospective buyers will go to the showroom to examine the vehicle that they are interested in purchasing, take a test drive, and likely gain a better understanding of the options and accessories that are available. It’s during this process that they first encounter the “car salesperson.” Usually the salesperson will ask the buyer some basic questions to determine the customer’s transportation needs and what type of car that they are considering purchasing. At this point they will usually take the customer onto the car lot or showroom and demonstrate a number of potential vehicles and accessory packages that are available. If the buyer desired, they would also be allowed to take a vehicle for a test drive. During this phase of the car buying transaction, the salesperson is clearly the buyer’s ally. They are educating the consumer about their potential purchase options and choices so that they can be a more informed buyer and ultimately make a purchase that serves them best. The car salesperson’s role at this point is NOT selling but is one of educating the buyer about potential choices and answering any questions. This educational process is extremely important to empower the purchaser by letting them know what different features are available. Imagine if you bought a Richard Tipperman, MD continued on page 38