Most of us who work in the fields of optometry and ophthalmology can recall times when certain patients haven't taken heed of the advice that we have given to them. Although we'd like to think that the important information and advice we offer is routinely adhered to, most of us realise that this is often not the case; despite the obvious reasons for doing so!

In this exclusive Bausch & Lomb sponsored article, Dr. Robert Cialdini Regents Professor of Psychology at Arizona State University and Steve Martin co-author of the Royal Society nominated International Bestselling book Yes! explore the subject of influence and persuasion and offers practical insights and advice that Eye Care Practitioners can employ to increase the likelihood that important health messages are heard and acted upon and compliance rates are improved. The role of influence and persuasion in increasing the efficiency and effectiveness of our business operations is also discussed.

Successful completion of the multiple choice test is worth 1 CET point. This CET is approved for optometrists and dispensing opticians.