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| Sophrona Solutions, Inc. |
| 855 Village Center Drive |
| #329 |
| North Oaks, MN 55127 |
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| tel. 800.608.6017 |
| fax. 612.643.3555 |
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Ophthalmology Patient Portal
and Online Communication Editorial |
Online Technology: Immeasurable Value |
View Prior Editorials |
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August 1, 2009
Over the past few years the health care industry has seen a
tremendous shift to focus upon target markets. This emphasis seeks to
provide value added services to those new and established patients in
various markets. Ophthalmology practices are challenged with numerous
questions. Who is our target market? What services does this market
desire? What services can your practice provide which will differentiate
you from the others?
As Director of Health Information & Data Services of a multi-specialty
comprehensive ophthalmology practice, I ponder even more questions. What
new recommendations would enhance our patient value? How do I manage the
differing opinions among the physicians about embracing new online
technologies? In addition, there were the financial investment formulas
I needed to consider such as payback, net present value, and the
required rates of return. Are there components of online technology
which are immeasurable? |
Irene Berg,
Director of
Health Information
&
Data Services
Northwest Eye Clinic,
Minneapolis, MN
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During my many brainstorming sessions, I was fortunate to become
acquainted with online technology using a patient portal for
communication. As I learned more about this advancement in technology, I
began to realize that this was a tool to enhance the patient experience
and would provide a valuable added service. I recognized the opportunity
to provide patient convenience and privacy. I knew our market, however,
so I questioned how successful this tool would be across our wide
generational groups. What I was about to learn was amazing!
While I was wrestling with the new ideas of online technology and
grappling with investment formulas, I encountered a personal situation.
My black Labrador retriever was going to need orthopedic surgery for a
torn ACL. The orthopedic veterinarian clinic where I consulted for this
condition, requested that I use their website to locate information
about the upcoming surgery, find directions to the clinic, and complete
my dog’s health history and registration forms. I was asked to bring the
completed paperwork to the clinic on the day of surgery. As I was
completing the forms, I remember thinking it was such an easy and
convenient way to manage all the necessary paperwork in the comfort of
my home. This process afforded me with privacy and proved to be a
significant timesaver. I could never even have anticipated the true
value of this online solution!
The morning of surgery the check in process was simplified because I had
registered online. What a relief when you and your pet are nervous and
your Labrador is about ready to pull you over! No time wasted at the
front desk and no chaos! It was at this point that I knew online
registration was a technology that would provide our ophthalmology
practice with priceless value! I could save time for our patients and
reduce their stress level too! This would absolutely be value added
service.
Shortly after my personal experience at the orthopedic veterinarian
clinic, I led the ophthalmology practice where I work to adopt the
online patient portal. The positive response the online technology
received was remarkable! Not only were our young parents eager to use
online registration, but our older patients, including some in their
eighties, adapted to the online solution. The positive benefits we have
heard from our patients include: “with little children pulling at your
leg it reduces anxiety during check in because it is so smooth, it is so
much faster and easier, and I appreciate completing paperwork on my own
time and in a private setting.” Patients have shared their appreciation
for the online patient portal.
My experience with the online patient portal and the solutions it offers
has been a positive one! I am certain technology will continue to
advance and offer services and communication solutions to enhance and
add value to the patient experience. Our practice has added to the
patient portal by offering online contact lens ordering, bill payment,
and will soon offer secure messaging.
There may not always be a financial investment formula which measures
the return, but there is immeasurable return on satisfying your target
markets. Times change and ophthalmology practices should be ready for
the desires and demands of the advancing Baby Boomers, Gen X & Gen Y
groups.
Veterinarian clinics offer online technologies; ophthalmology practices
should be prepared to accept online technology and offer the valuable
benefits of time saving, convenience, and privacy. The market expects
it!
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Irene Berg
Email:
iberg@nweyeclinic.com
Director of Health Information & Data Services
Northwest Eye Clinic
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