The Independent Advantage S02 E08: The makings of a great patient experience

This episode of The Independent Advantage features Raphael Rostenne, chief technology officer of EyeCarePro, who discusses what he learned from analyzing thousands of patient calls to eye care practices and how those lessons can improve the patient experience.

Rostenne told host Diana Canto-Sims, OD, that many people who call to book an appointment have questions and are not guaranteed to schedule. Across the practices studied, the typical conversion rate is around 60–70%, meaning a substantial share of potential patients do not make it through to booking. He points to busy staff and uncertainty about how to answer questions as contributing factors. For example, a caller asking about the cost of an exam may hear only a price. Rostenne argues that staff should also explain what the exam includes and communicate its value, rather than simply giving a brief factual answer.

He describes 2 other opportunities practices can miss. When a patient calls to cancel, staff may cancel the appointment and end the call without trying to reschedule. Rostenne recommends guiding the patient toward booking another time, even if they are unsure of their schedule. After completing a booking, staff might also ask whether another family or household member needs an appointment—a practice he calls “farming.” Rostenne says EyeCarePro’s call center uses proactive booking techniques and can book more than 100% of the incoming appointment calls by generating additional appointments.

The discussion then turns to AI voice technology. Rostenne identifies a common misconception: that AI is intended to replace front-office staff. Instead, he presents it as a support tool that could handle roughly 30–40% of calls, freeing staff to focus on more complex conversations that require additional attention. He summarizes the idea as moving from seeing AI voice as a replacement for front-office staff to seeing it as support for them.

For a first-time caller, Rostenne says the person answering should be unhurried, speak clearly, and say the practice’s name at a pace the caller can understand. Answers should be value-driven: staff can use questions as an opportunity to explain relevant information and help patients understand their eye-health needs. Rostenne also encourages practice owners to call their own office—or have a family member call—to hear firsthand how staff handle calls. A strong phone experience involves explaining what a service includes, listening carefully, and making time to respond to a patient’s concerns, objections, and questions. The conversation closes by previewing a subsequent discussion about where practices unintentionally lose patients and where AI can fit into that journey.

Subscribe to Independent Advantage’s YouTube channel to stay up to date on the latest episodes.