How patients make choices

1 February 2010
Volume 11, Issue 1

This article sets out the key findings from research on how patients make purchasing decisions, and draws six conclusions.


This article sets out key findings from research about how patients make purchasing decisions. Six key conclusions are drawn from this information for optometrists to consider: 

  • Find out what the patient wants 
  • Suspend judgement until you have all the information 
  • Respect the patient’s perspective 
  • Correct misconceptions 
  • Reinforce good impressions 
  • Make recommendations

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