"Presenting In-office Dispensing Products to Patients"

As podiatrists, we have worked very hard to establish our good name.  We carefully consider any new product or service that we offer our patients and how it will reflect on our reputation.  Therefore, the first hurdle that most podiatrists have to overcome is, “what do I say to my patients?”  The thought of being perceived as a salesman, as well as cost factors and professionalism come immediately to mind.  Many branches of medicine have embraced in-office dispensing because healthcare providers have found it to be an ethical, cost-effective method of enhancing patient care at the point of service.  Following three simple rules of in-office dispensing and knowing what to say to your patients will be the catalyst for a successful program that you, your staff and your patients will embrace.

The first rule of in-office dispensing is to dispense what you know.  There is no possibility of speaking convincingly to your patients about a product that you know little about.  By dispensing known products, you will be current on the usage and potential side effects, as well as able to offer empirical evidence with regards to patient acceptance.  When presenting products (as well as services), do not pre-judge your patient’s ability to afford or want the products you offer.  Patient perceptions are generally different from what their podiatrists think they are.  Patients want your professional recommendations about foot care products.  They do not know how to sort through the myriad of foot care products in the marketplace, and count on you for advice.  It is your duty to make the most appropriate choice for their condition.   The majority of products are inexpensive enough that most patients will want them.  More importantly, the patients will want what these products will do for them.  Knowing your products will also facilitate the educational training of the staff.   

The second rule of in-office dispensing is to offer patients a choice of where to go for their products.  For example, often times the products may be obtained from you at the point of service or at a local drugstore.  In this case, offer the patient a choice of getting the products from you at a competitive price or “shopping around” for a better value.  The majority of patients will take the products from you for convenience alone, but everyone appreciates having a choice.  Do not push a patient into purchasing something when they have not demonstrated interest, and avoid encouraging products with patients whom you feel will not use them.  As in any of your other services, patient selection is paramount.

The third rule of in-office dispensing is to be specific.  Tell the patient exactly what their condition is and then tell them specifically what product they need (if any).  Do not hesitate to recommend your product, if appropriate, for your patient’s condition.  You carry it because you feel it is the highest quality offering for the specific problem. 

Assuming that you have become comfortable with the concept of in-office dispensing and you have selected a line of high-quality product offerings, what do you say to the patients?  The easiest method of knowing what to say is using a simple script.  Scripts are not read off a sheet of paper; rather they are committed to memory.  Use a mnemonic to remember exactly what to say.  It should not appear rehearsed and after a couple times it will come naturally.

One recommended mnemonic is DOPPLRR (Doppler), which stands for the following:

*  Diagnosis
*  Other treatments
*  Product(s) you recommend
*  Price
*  Length of time product will last
*  Results
*  Return visit

Here is an example of a script utilizing DOPPLRR:

“Mrs. Smith, the dryness of your feet is starting to create cracks called fissures which can split and bleed.  You have used petroleum jelly but the cracks continue.  To prevent this, I recommend 20% Urea cream (show the patient the container), which will not just moisturize but also eliminate the heavy skin buildup.  It costs $12.00 and should last 4 months with once-daily usage.  My patients have had good results with this cream.  When I see you in 3 months, we will talk about your results.  This product is available at local pharmacies but we have this available here for your convenience.”

By presenting your treatment plan confidently, your patient will feel good about purchasing the products that you recommend.  Patients also enjoy this rapport with their physicians, which is an added benefit to discussing the products that you dispense with your patients.


We would like to thank Bill McCann, DPM, President-Elect of the American Academy of Podiatric Practice Management, for his assistance with writing this Gem.