Effective communication in practice

“Communication seems simple, but if you can’t understand what your patient is telling you in the room, the diagnosis you give and the advice you provide may not be correct for that patient,” optometrist and professional services associate at Zeiss Vision UK, Priya Kakkad, told OT.

Speaking to OT after delivering a discussion workshop, titled Seeing eye to eye – effective communication through the generations, on day two of 100% Optical (Excel London, 28 February–2 March), Kakkad described communication as a skill that is central to clinical care.

Reflecting on why communication matters more than ever in modern day practice, Kakkad explained that at a time where patients switch from one task to the next and attention is fragmented, practitioners must take extra care to truly understand patient needs.

“When we’re thinking about our recommendations in practice, we need to understand that patient’s need thoroughly,” she said. “The only way you’re going to do that is by a thorough history and symptoms, and really teasing out the key information that you need to be able to provide the most suitable the plan and recommendation,” she added.

The depth of questioning performed by the practitioner “influences everything,” Kakkad said – from narrowing down ocular conditions to recommending the right optical solution. Whether it is a digital lens, an occupational design or a myopia management option, the optometrist highlighted that communication is what bridges clinical knowledge and meaningful patient care.

“It’s about bringing that communication between yourself and that patient together – getting what you need from them so you can give the best care overall,” she said.

Building a culture of communication

While communication is often seen as an individual skill, Kakkad highlighted that practices should take a team-wide approach.

She encourages internal training for the whole practice team, as well as case scenarios and attending CPD sessions. Combined, this approach allows practice teams to understand the techniques they can use to improve communication skills too, she said.

Exposure is key for the whole practice team, Kakkad said. “You learn through experience when it comes to communication, but it’s about being exposed to those scenarios. If you can’t be exposed to them naturally, then education is the next best thing.”

The myopia management challenge

When asked if there is one area where practitioners appear to struggle with their communication, Kakkad identified myopia management.

“A lot of parents have said they don’t quite understand what the product does, or they don’t quite understand what the lenses are doing,” she said, adding: “It’s because we’re not being clear enough, and becoming overly detailed and complex with our explanations.”

She explained that practitioners are trained in technical solutions and clinical evidence, but parents need clarity, not complexity.

“It’s not about dumbing it down. It’s about making sure we are being very clear and using easy to understand language when we’re talking about this,” she told OT.

Kakkad referenced data suggesting that only a small proportion of children who require myopia management are currently receiving it – highlighting a gap between clinical need and uptake. At the same time, public interest is rising sharply, with significant increases in online searches for myopia management. For her, that signals both growing awareness and a communication opportunity.

Tools can help, Kakkad said, and advocated using visuals wherever possible – whether that is imaging or estimation software.

“Actually showing the parent what you’re measuring and why you need regular follow-ups – bringing them on the journey of their child’s care – makes a huge difference,” she said.

As a result, Zeiss has been developing CPD and training to support practitioners when it comes to communication in myopia management, “we know this is key,” Kakkad said.

Practical steps practitioners can take

For practitioners looking to refine their communication immediately, Kakkad suggested a simple, structured approach.

One technique she recommends is the FAB framework – Feature, Advantage, Benefit –when discussing product recommendations.

“If I’m talking about an office lens, I’ll explain the feature (what it is), then the advantage (for example, a wider field of view or improved posture), and finally the benefit (relating it back to what that patient told me in the history),” she said.

By linking the benefit directly to the patient’s symptoms or lifestyle, practitioners can ensure the recommendation feels personalised rather than generic, Kakkad emphasised.

For newly-qualified optometrists, this structure can provide reassurance. “[FAB] is a quite a quick way to make sure you’ve covered the important points before you close the conversation,” she said.

Reflection and follow-up

Improving communication is not just about what happens in the moment – reflection plays a critical role, Kakkad told OT.

The optometrist said she always makes a point of checking outcomes, whether that is following up on referrals or asking patients how they are getting on with new spectacles.

“It reassures me that I communicated the diagnosis correctly and referred appropriately,” she explained, adding: “It also builds confidence that what I’m saying is working.”

She emphasised the important role of listening in communication.

“Your patient is your biggest piece of information,” she said, adding: “If you can use that effectively, it completely changes the outcome.”