AE May/June 2021 Vol 30 No 3 - 31

Figure 1

Mittleman Eye posted photos, such as this one, to
Facebook to show their employees masked up and
ready to assist patients.

Mittleman Eye's social media presence was already
brimming with elements of its workplace culture:
light-hearted posts, behind-the-scenes photos,
employee recognition. The result is an image of a
positive, friendly atmosphere. This continued once the
pandemic hit, only now workplace photos included
masked and socially distanced employees. And, going
along with Glatts' idea of patients wanting to know
the doctors and staff are there for them, posts literally
showed that. For example, in the morning, the social
media manager might share a picture of the employees
stationed out front to take temperatures (see Figure 1).
This not only adds a human element during a difficult
time, but it also sets expectations for what patients can
expect when they arrive.
Many business verticals (customer niches) and companies of all sizes would agree that it feels inappropriate

to do a " hard sell " when public fear and anxiety are
heightened, whether this means a pandemic, national
tragedy, or weather catastrophe. Again: know where
your customers are. Their needs change over time, and
if we don't understand how and why they're changing, they'll let us know. Remember: " The Decade of
Customer Empowerment. "
Customer experience and empowerment are at the
forefront of Jones' work: After all, decision-makers are
people. The consultant and author, who also spent
26 years with the Walt Disney Company, explains
that new tools and technology change how we reach
customers and patients, but focusing on human need
is something that hasn't-and won't. In Lead With Your
Customer: Transform Culture and Brand Into World-Class
Excellence, Jones and his co-author J. Jeff Kober share
Five Essential Needs Common to Every Person:
1. To be heard and understood
2. To belong and contribute
3. To feel stable and in control
4. To feel significant and special
5. To be successful and reach their potential
Jones advises that every marketing tactic connect with
one or more of these needs and reinforce a company's core
values. " Alignment between the values you espouse and
your behavior creates integrity, " he explains. This applies
to what he calls " internal customers, " too: your staff.
WORD OF MOUTH: IT STARTS ON THE INSIDE
When you show you care, people notice. When you
do an excellent job, people will tout their experience.
That's the idea behind word-of-mouth, still the most
powerful form of advertising for Glatts and Read. This
method might not cost much (or anything) by way of
dollars, but it takes time and effort.
" The best way to grow your business is to keep the
good-fit patients satisfied; the best marketing is a highly
satisfied patient, " says Jones, adding that the solution to
great marketing is operational. " Eighty percent of patient
interactions aren't with doctors; they're with the staff. We
desperately, critically need to get these teams skilled up
in how to engage with patients. "
Read believes internal communication to be one of
the biggest drivers of good service. During pre-pandemic
times, the " single source of truth " was what she calls
" the cookbook. " Initially a hardcopy, the now-digitized
resource includes overarching internal policies and
preference and procedures for each of Wheaton's 33
physicians; it's continuously updated to reflect the most

"

" You don't
see us on
billboards
... (our
doctors) go
out into the
community
and say, 'Hi,
we're here.' "
- Kati Read,
Wheaton Eye

www.asoa.org // AE

31


http://www.asoa.org

AE May/June 2021 Vol 30 No 3

Table of Contents for the Digital Edition of AE May/June 2021 Vol 30 No 3

AE May/June 2021 Vol 30 No 3 - Cover1
AE May/June 2021 Vol 30 No 3 - Cover2
AE May/June 2021 Vol 30 No 3 - 1
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AE May/June 2021 Vol 30 No 3 - Cover3
AE May/June 2021 Vol 30 No 3 - Cover4
https://www.nxtbook.com/ygsreprints/ASOA/ae-may-june-2021-vol-30-no-3
https://www.nxtbook.com/ygsreprints/ASOA/ae-march-april-2021-vol-30-no-2
https://www.nxtbook.com/ygsreprints/ASOA/ae-january-february-2021-vol-30-no-1
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_sept_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_july_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_may_jun_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_mar_apr_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_jan_feb_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec19
https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct19
https://www.nxtbook.com/ygsreprints/ASOA/g107843_ae_julyaug19
https://www.nxtbook.com/ygsreprints/ASOA/g105962_ae_mayjun19
https://www.nxtbook.com/ygsreprints/ASOA/g104576_ae_marapr19
https://www.nxtbook.com/ygsreprints/ASOA/g103212_ae_janfeb19
https://www.nxtbook.com/ygsreprints/ASOA/g99529_ae_novdec18
https://www.nxtbook.com/ygsreprints/ASOA/g97160_ae_septoct18
https://www.nxtbook.com/ygsreprints/ASOA/g96528_ae_julyaugust18
https://www.nxtbook.com/ygsreprints/ASOA/g93925_ae_mayjune18
https://www.nxtbook.com/ygsreprints/ASOA/g92298_ae_marapr18
https://www.nxtbook.com/ygsreprints/ASOA/g89361_ae_janfeb18
https://www.nxtbook.com/ygsreprints/ASOA/g86698_ae_novdec17
https://www.nxtbook.com/ygsreprints/ASOA/g81746_ae_septoct17
https://www.nxtbook.com/ygsreprints/ASOA/g80299_ae_julaug17
https://www.nxtbook.com/ygsreprints/ASOA/g77256_ae_mayjun17
https://www.nxtbook.com/ygsreprints/ASOA/g74401_ae_marapr17
https://www.nxtbook.com/ygsreprints/ASOA/g72340_ae_janfeb17
https://www.nxtbook.com/ygsreprints/ASOA/ae_novdec16
https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct16
https://www.nxtbook.com/ygsreprints/ASOA/ae_julaug16
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb16
https://www.nxtbook.com/ygsreprints/ASOA/ae_novdec15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct15
https://www.nxtbook.com/ygsreprints/APTA/g52750_apta_25ada
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julyaug2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_novdec14
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct14_AE
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julaug14
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MayJunAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MarAprAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_JanFebAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_no4eZine
https://www.nxtbook.com/ygsreprints/ASOA/asoa_fall_2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no3_ezine
https://www.nxtbook.com/ygsreprints/ASOA/asoa/asoa_summer_2013
https://www.nxtbook.com/ygsreprints/ASOA/ehr_cust_survey_Apr2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no2_2013_ezine
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