Transcript Essential Systems For Helping Patients Accept Your Treatment Plan

Essential Systems
For Helping Patients Accept Your
Treatment Plan
Mark R. Wright, OD, FCOVD
[email protected]
This power point presentation was created by
Mark R. Wright, OD, FCOVD
Copyright 2012 – Progressive Publishing Company – All rights reserved
Mark Wright, OD, FCOVD
• President: Pathways to Success
• Editor: Review of Optometric Business
www.reviewob.com
• Author: Coding, Reimbursement and
Contracting for Optometry
• Faculty coordinator of the OSU College of
Optometry Business Management Program
• 2006 Benedict Professor: University of
Houston
• 1980 – 2007 founder: Professional VisionCare,
Westerville, Ohio
SPEAKER FINANCIAL DISCLOSURE STATEMENT
• Mark R. Wright, OD, FCOVD is a paid speaker for the
following companies:
–
–
–
–
–
–
Alcon
CIBA
ESSILOR
Jobson
Vistakon
VSP
• He is an officer of:
– Pathways to Success
– Progressive Publishing Company
• He is the professional editor of:
– Review of Optometric Business
Course overview
• Getting patients to accept and follow through
with your treatment plan is something all
three of the O's struggle with daily. This
course gives you practical applications for the
three major systems that will increase the
number of treatment plans accepted by your
patients. The three major systems are:
presetting patients to purchase, maximizing
the effectiveness of your case presentation
and making it easier for the patient to pay.
At the conclusion of this lecture
the attendee will be able to …
1. Implement a systems approach to practice
2. Preset patients to purchase
– (Start conversations to create opportunities)
3.
4.
5.
6.
7.
8.
Improve the marketing message
Build credibility
Maximize your case presentation
Instill a sense of urgency
Establish pricing in terms of value
Make it easy for patients to pay
What are systems?
Reception
Pretest
Testing
Auxiliary testing
Optical
Dilation
Checkout
Helping patients buy
Presetting patients to purchase
Convincing
patients to buy
Helping
patients to buy
Methods of helping people buy
Presetting patients to purchase
1. Preset patients to purchase
2. Improve your marketing message
3. Build credibility
4. Maximize your case presentation
5. Instill a sense of urgency
6. Establish your pricing in terms of value
7. Make it easy for patients to purchase
Presetting patients
to purchase
Print and digital media
Presetting patients to purchase
Start conversations to create opportunities
“Don’t forget to bring in your driving sunwear”
What is your
marketing
message?
Improve the marketing message
Problem
Solution
Call to
action
Improve your marketing message
Improve your marketing message
Why do people buy?
Improve your marketing message
Adoption curve
Improve your marketing message
Maslow's hierarchy of needs
Improve your marketing message
Improve your marketing message
Improve your marketing message
Build credibility
Professional
credibility
Standard of
care
In-office
credibility
Consistency
credibility
Digital
credibility
Perfect
Peaceful
Powerful
Playful
Build credibility
Build credibility
Success stories
Build credibility
HIPAA
Marketing Release Form
Build credibility
Build credibility
Brand management
What is your brand?
• The application of marketing techniques to a
specific product, product line, or brand. It
seeks to increase the product's perceived
value to the patient and thereby increase
brand franchise and brand equity. Marketers
see a brand as an implied promise that the
level of quality people have come to expect
from a brand will continue with future
purchases of the same product.
Build credibility
Maximizing the effectiveness of
your case presentation
Where do
you sit?
The Case presentation
Optical Plan
• Prescribe
everything
needed
–
–
–
–
–
–
–
–
Contact lenses
Back-up eyewear
Sunglasses
Driving glasses
Sun glasses
Safety glasses
Dress glasses
Work glasses
Medical Plan
Recall Plan
• Medical testing
 “You need to see
me in ___ D W M
• Medical treatment
to manage ___”
• Medical Rx Lenses
– Conditions
• CNS meds
• Cataract
• UV
– Transition lenses
– Sunglasses
– AR
 Allergic
conjunctivitis
 Cataract
 Glaucoma
 Headaches
Relate everything back to the history
History
Diagnosis
Treatment plan
Trouble driving at night
Cataracts
No glare lenses
Taking CNS depressant
Sluggish pupils
Transitions
10 year old
Needs UV protection
UV protective lenses
Playing sports
Amblyopia
Polycarbonate
The order of your case presentation is …
1. What is most important to the patient
2. What is most important to you
3. Everything else in priority order
4. Prescribing the return
5. Golden Minute
Case presentation – LISTEN!
History
Diagnosis
Prescription
Case presentation –
Body language!
Instill a sense of urgency
Establish pricing
in terms of value
What is your 30 elevator speech
telling patients why there is value
in coming to your practice.
How do you handle shoppers
Make it easier
for the patient to pay
PAYMENTSources
METHODS
Primary
of Money
• Cash
• Check
• Credit card
• Debit card
• Lay-away plan
• Pre-dated checks
• Pay pal
• Care Credit
• Pre-authorized checking
• Bartering