Intro to verbiage module
At Professional VisionCare, we communicate with patients ALL DAY LONG. As an optician, your verbiage really matters, as you are often the patient’s final interaction at their appointment, and you are often talking about finances, which can get tricky if the wrong words are used! What words we use with the patient could show them how they need glasses like the Doctor said or if we are just trying to sell them the next thing to make a buck for ourselves. The impression the patient gets often lies in our verbiage used. Our job is to help the patient have the best vision health possible by getting them exactly what the Doctor prescribed, and to use their benefits to make that happen! Their vision health is our top priority, and we want to make sure they get their eyewear prescription to the best of our ability!
So what is “happy verbiage?” It’s a made up term that represents a very real skill that we can use every day: choosing words that will provoke a positive impression on the patient rather than a negative one. Our team members EXCEL at answering a variety of patient requests and issues, and we do so with super friendly attitudes-which is awesome! But there’s another notch we can take our communication skills, and its in the art of happy verbiage.
Let’s start with unhappy verbiage. These are phrases or words that can leave a negative impression on the conversation you are having with a patient-often without even trying or noticing that it happened. It may seem petty or silly to think that using one of these phrases or words would make a difference in the patient’s perception of our office, but google it—you will see it’s very true!
Unhappy verbiage often:
· Creates a negative tone, puts a wet rag on the situation often unnecessarily
· Tells the patient what can’t be done
· Can have a subtle tone of blame
· Doesn’t often stress what CAN happen
· Doesn’t communicate a willingness to help
· Can hinder your WOW factor like a ninja
· Can cause frustration or stress for the patient
Common Phrases/Words to AVOID:
“No.” Obviously, by itself, it can be just plain rude. But often we use it legitimately in our conversations with patients. Such as, “No, that is not covered by your insurance,” or “There are no openings for Dr. Schmo in August.” That little two letter word can generate negative feelings and can “shoot” down the patient-sometimes causing the conversation to become stressed or frustrated.
“Your vision insurance covers…” YIKES-it may seem like an honest phrase, but the reality is that the vision plans that patients have are NOT insurance. It IS a vision benefit plan that they pay for to receive excellent contributions towards their eyewear. If you say something “covers” something, it implies that the patient won’t have to pay anything, which is rarely the case with vision plans, so it gets their hopes up just to hand them a bill. Let’s avoid that disappointment!
“Unfortunately.” This word sounds SO polite, and is super easy to use when trying to explain something the patient doesn’t want to hear. However, “unfortunately” again, positions the situation to be a negative one, when it often doesn’t have to be.
“No problem.” Apart from it having that heathen “no” in the phrase, this is another easily used phrase that we think is polite and helpful, and it seems like it proved that we were willing to help, however it actually can provoke the opposite feeling: you’re telling them that it wasn’t a problem to answer their questions/help them. Of course it wasn’t! There are plenty of other ways to answer a “thank you for what you just did” than by saying “no problem” that keep the positive juices flowing.
“Your insurance allowance” is not a nice thing to hear! I know the vision plans says “allowance” on the actual authorizations, but as a patient, do you want to hear what you are allowed? They don’t need permission—they need to focus on what the doctor has prescribed and not on the details of what their allowance is-so let’s trash that word altogether!
“The doctor recommended” or “The doctor said”—the doctors are 100% amazing experts at what they do, so let’s not short change what they determined the patient needed to have the best vision health possible! The doctors prescribe appointments, testings, and eyewear, just like a foot doctor would prescribe an anti-fungal medication for that funky toe. Patients are less likely to feel confidence and take action on what someone recommends or says, but they are much more likely to feel very confident that a prescription is what they absolutely need.
“We can’t do that.” And other variations of “we can’t.” It’s a longer way of saying “no” to whatever that patient was asking for, and it stirs up the same frustrated feelings.
“That’s not my job/I can’t help you with that.” I HOPE this has never been said, but just in case, I wanted to throw it out there. Often patients don’t realize what each of our job descriptions entail, and they will ask the first staff member they can their question/need. Rather than appearing helpful and establishing trust that we are knowledgeable folks working at PVC, these phrases make the patient feel like they just royally inconvenienced us and that you are not going to help them. No bueno.
“How many boxes of contacts did you want to order?” Again, this question asks the patient to make a decision based on factors they are unsure of, rather than on what the doctor prescribed for them. If the doctor prescribed a one year supply of contacts, you don’t need to ask!
“You didn’t…” Whatever the rest of that sentence is, whether it be “fill out your paperwork” or “pay your bill,” its super unhappy verbiage. It is kind of like vocally pointing a finger in accusation, and rarely makes patients feel happy and loved.
If any of those words/phrases are regulars in your vocabulary, circle them, write them down, or whatever you need to do to remember that they are unhappy verbiage that should be avoided when communicating with patients.
“So what do I say instead,” you may wonder. HAPPY VERBIAGE! :)
Happy verbiage often:
Maintains a positive tone and impression for the patient
Doesn’t steal from your friendliness or cheerfulness
Tells the patient what CAN be done in their situation
Proves a willingness to help
Is encouraging and proactive
Makes the patient feel like you have their best interests in mind
Perpetuates a sense of trust, resulting in continued or restored trust in PVC
Heaps a whole lotta WOW factor on the patient, making EVERYBODY happy!
Common happy verbiage includes:
“Absolutely…”
“It’s my pleasure...”
“Definitely…”
“What I would like to do for you is…”
“I would be happy to…”
“I understand…”
“I’d like to put you in touch with our expert…”
“It looks like…”
“Your vision plan will contribute $____, saving you $_____!”
“You have a $150 frame benefit that we can use today!”
“Your vision savings plan has great benefits that we can use!”
What are others that you can think of?
The difference is huge-and while it may not seem like much, it truly will have a large impact on not only the patient’s experience and understanding, but it will keep cheer fresh for you as well!
Below, you will see a handy little chart that highlights the commonly used words that are not so friendly, and next to them are the preferred happy verbiage that we expect all team members of Professional VisionCare to use in patient interactions! Take a look, and try to commit them to memory! The sooner you make these words a habit, the better!
Happy verbiage is the next step in taking our amazing patient care to the next level! As you continue to provide your own special blend of WOW factor to patients and build relationships with them, take inventory of your patient communication. Do you notice yourself using some words/phrases listed in either category (happy/unhappy)? Make a point to introduce happier verbiage in your calls, interactions with patients face to face, and via email. The difference it makes may be slight or huge-but there will be a difference! :)
As you go through these trainings and begin your career as an optician, make sure you practice using only happy verbiage in your patient interactions. Doing so will make this new role a lot easier to learn and be successful in. In the end, the patient gets what the Doctor prescribes, they have the best eyewear we could provide, and we have fulfilled out mission to make a difference in their lives while supporting our business. It is a win-win for all! :D