Increasing Conversion: Stop Asking Patients This Question, Ask This Instead

As published in the April 2024 issue of Ophthalmology Business Minute. To subscribe, visit their website.

There’s one question that almost everyone uses at the end of their patient consultation. We see this all the time when working with doctors on soft skills, specifically in the premium patient counseling process.

When we changed this question in our practice, it was incredible what happened: patients started telling our counseling doctors what held them back. Instead of wrapping up the consultation and being surprised later that they didn’t schedule, our doctors were empowered with a better understanding of how to guide each patient. Our conversions skyrocketed, and so did our cash-pay revenue.

So what is this taboo question? You’ll be shocked. It’s:

“Do you have any other questions for me?”

It’s not a bad question, it just doesn’t do what we need it to do. The point of this question is not only to address any final questions for the patient, it should also uncover what you need to know as the counseling doctor.

As a patient, this question can feel generic and obligated. It’s so broad that our minds go blank. It also implies that this is the end of the exchange. As a patient, we instantly freeze and forget the questions we intended to ask. Feeling paralyzed, we usually say “No” and leave without answers.

As the provider, this leaves you without information to understand where the patient’s head is. The right question here will uncover why patients aren’t converting.

We won’t keep you in suspense. The million-dollar question is:

“Tell me, what hesitations or concerns do you have?”

Wait, we’re at the end of the consultation. Why would we stop and bring up hesitations or concerns? When we want to increase premium conversions, we have to become experts at first uncovering problems versus just solving them. This question does just that.

Psychologists say that fear of the unknown is one of humanity’s greatest and ‘fundamental fears’ - perhaps even more important to our behavior than fear of death. If we leave patients with the unknown, we leave them paralyzed where they cannot make a decision. You won’t know what those unknowns are or how to help them if you don’t ask.

You’ll be shocked at what patients will say: “Will it wear off?” “How many procedures have you done?” “What are the risks?” “I’ve heard bad things about XYZ, is that true?” Now, you’re able to understand what worries are behind these questions and are empowered to address them. If not, they’ll go home and talk themselves out of it or put it off - either way, they won’t be on the schedule.

Try it and see how patients react! Replace “Do you have any questions?” with “Tell me, what hesitations or concerns do you have?” Hold eye contact, and truly listen. You’ll be amazed at how this empowers you to guide your patients through conversion and see them show up on the schedule.

Christine Scarlett & Lauren Weaver

Co-Founders, The Patient Whisperers & upSKILLery