Patient Counselling – An internal Marketing Strategy

Journey of a child with an eye problem Quality eye care Regular follow up Accept Doctors advice Visit the hospital for a check up Parents need to understand

Information required … In the hospital The disease Details of diagnostic procedures Treatment – Medical, Optical or Surgical Reasonable alternatives Expected outcome Relevant risks, benefits, uncertainties Continuing health care requirements - Follow-up, Post.op care Limitations of the practice and need for referral

All are busy with their work, Who will answer me?

Counselor Role in AECS

To increase awareness Market new products or services Moderate patient expectations Increase patient compliance to treatment

Increase awareness Disease Treatment options Surgical procedure Precautions

Market new products or services Surgery / IOL options - Phaco, foldable lens Amenities - suite rooms, paying rooms Refraction services New type of lens New type of frame New department - Low Vision, Specialty clinic

Moderate Patient Expectations Treatment outcome Facilities available at the hospital Visitors time Food Cost

Increase Patient Compliance to Treatment Post op discharge instructions Follow up visit instructions Immediate access in case of problems

Unwilling Patients Handling is the Challenge!!!

Types of Counselling in AECS Individual Family Group 12

Counselling Setup

Counselling Aids Model of eye, Sample Intraocular lens, patient education brochures, posters, Photos & Flash Card Video Motivation Card & Follow-up card Check List 14

Post operative counselling checklist

AEH Counselling

Benefits of Starting Counselling in an Eyecare Setup Counsellors speak in a language with local lexicons the patient understands As counsellors have time to spend with the patients to communicate, using them becomes a cost effective solution For increasing uptake to services For increasing the number of patients Valuable doctors time are saved

Who can be a counsellor? Person who is compassionate with good communication skill & interested in interacting with people At AEH: 10+2 pass with 2 years training

Skills required Understand and speak local languages/ Lexicons Ability to speak multiple languages is an added asset Able to talk clearly, audibly and politely Able to develop the conversation Ability to empathise Listens well

Training Clinical Skills Basic Counselling Skills Orientation about the hospital

Clinical Skills Anatomy and physiology of the eye Vision 2020 priority eye diseases Diagnosis, symptoms, treatment options, type of surgery Read and be able to interpret the case sheet (what doctors have written to know what has to be explained) Pre and post operative instructions

Counselling Skills Communication skills Body language Voice modulation Principles of counselling / values of counselling Handling unwilling patients Handling difficult patients Issues of confidentiality and consent Limitations Usage of counselling aids Usage of local lexicons & analogies

About Hospital Genesis of the hospital All the HODs are to be introduced Hospital working timing & leave details Policies of the hospital The facilities offered by the hospital to the patients Treatment options Room type Reimbursement facilities Certificates (Leave, Fitness & Low vision ,….) Cost for the treatment Statistics

Evaluation of counselling - Quantity & Quality

Quantity Analysis: Quality Analysis: Monitor daily registers or Counselling MIS Quality Analysis: Surgery Acceptance rate No. of patients opting for surgery / Total no. of patients advised for surgery Follow up rate No. of patients who keep their appointment on a particular day / Total no. of follow up appointment

Hospital Administrator Person Incharge for counselor Role of Hospital Administrator or Person Incharge for counselor

To Involve Recruitment of counselors Decide their job description Designing the counselling setup Update their knowledge & practical skill Updating counselling aids Discussion with them in the meetings What went well & wrong What could have gone better Patients unwilling reasons What could the counsellor have done differently to make the patient accept

To Monitor Their daily work schedule Surgery acceptance level Follow up acceptance level Answering patient questions Human resources Feedback about counselling From Patients From Ophthalmologists & MLOPs Suggesstion book

Changing patient expectations needs to be reviewed with the counselors to make necessary changes in the hospital systems Any new services needs to be marketed through the counselors, well in advance before the implementation

Leveraging word of mouth Word of mouth continues to be the single most powerful way of getting patients To comply the patient to adhere to the follow up date Counselors can provide motivation card to satisfied customer and motivating them to refer patients to the hospital

Conclusion Counselling - a powerful strategy Hospital administrators must know how to use counselors well Counselling can bring a big increase in patient satisfaction

THANK YOU For your patient Listening !!!