Transcript presentation - Review of Optometric Business

Creating a Professional Image
Staff Meeting Presentation Series
Staff Meeting Goals
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Explain the importance of professional image to our mutual success
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Review proven techniques to create a strong professional image
Eyecare Service Basics
What Patients Expect:
Competent,
Professional
Care
“Functional Excellence”
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Friendly,
Personalized
Service
“The Human Touch”
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Products
That Satisfy
Needs
“High Performance
Solutions”
Patients’ Judgments about the Competence
of Professional Care are Based on…
Rational and
Objective
Assessment of
Care and Advice
Received
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Emotional and
Subjective
Perception of
Professionalism
of Doctor and Staff
Usually, the patient is not competent to judge the
professional care objectively
Subjective perception of professionalism is the only
reality for most patients
Creating a Professional Image
Visual Cues
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Verbal Cues
• Patients antennae are up during the entire office visit
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Everything a patient sees or hears affects their
perception of the practice
• Visual cues are often more memorable — patients
evaluate more with their eyes than their ears
Visual Cues That Degrade Professional Image
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Furniture worn, soiled upholstery
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Exam equipment smudged, dirty
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Staff wears extreme or ultra-casual apparel
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Contact lenses, frames storage is chaotic
Visual Cues Upgrading Professional Image
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Lab coats worn by all staff members
Staff members have business cards
Staff wears name tags with job titles
High personal hygiene and personal
appearance standards constantly maintained
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Pre-testing and exam equipment is up-to-date, spotless, in good working order
Staff interactions are carefully orchestrated for efficiency and to respect patient’s time
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Apparel is professional looking
Hair is maintained
No bull sessions in patient view
No confusion about roles and responsibilities
No extended waits between steps
Efficient arrangement of equipment and displays
Visual Cues…for discussion
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What visual cues does our practice now convey that are not consistent with
a professional image?
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How could the visual environment be enhanced?
Verbal Cues That Degrade Professional Image
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Staff unable to answer basic questions about tests,
eye conditions, products
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Staff overheard by patient talking about other patients,
office gossip, personal business
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References to staff members as “girls,” “gals”
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Commercialism takes precedence over the patient’s
ocular need in product recommendation
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Absence of dialogue with patients to determine their
needs and desires
Verbal Cues Upgrading Professional Image
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Staff members always addressed by title and/or name
Staff constantly reinforces expertise of doctor and the
concern of the doctor for long-term ocular health of patients
Brief layman’s explanations provided for all exam procedures
and product presentations
Staff member interactions friendly, crisp, efficient
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Roles are apparent to the patient
Patient never able to hear office gossip,
personal conversations, discussions
about other patients
Patient’s ocular need always takes precedence in recommendations
Always recommend the best, after reviewing options
Staff able to answer most of patient questions about vision and products
• Never “guess” the answer to a patient question.
Verbal Cues…for discussion
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Are there topics that our staff should know more about to better
answer patient questions?
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What opportunities exist to increase the perception of the doctor’s
interest in the patient’s ocular health and vision?
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What “baton passes” are not handled consistently and efficiently
within the office?
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How might the “baton passes” be improved?
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Does every patient walk away from the office convinced they have
been offered the very latest and highest performance eyewear
available? How could this be assured?
Appendix
Frequently Asked Patient Questions
Q. Are you employed by Wal*Mart?
A. I am an independent doctor of optometry who chose to locate my practice at Wal*Mart, which is
my landlord. I make no income from selling glasses or contacts, but only from providing
comprehensive exams and testing ocular disease.
Q. How can your fees be so much lower than other eye doctors? Will I receive a quality exam?
A. We provide a thorough exam with the most advanced diagnostic equipment to evaluate your
vision needs and uncover any other ocular conditions that may remain undetected, if not regularly
monitored. I received the same intensive four year, doctoral level training at a college of optometry
that other optometrists receive and was licensed to practice by the state after extensive testing.
We can offer lower fees because our overhead is lower operating here, and we are able to keep
busy seeing patients all day because of our convenient location.
Appendix
Frequently Asked Patient Questions (cont.)
Q. How much does an eye exam cost?
A. A comprehensive eye health and vision exam is $_____. A basic contact lens exam is $_____.
If you have astigmatism or need bifocal correction and want to wear contact lenses, there is a
modest additional cost.
Q. Will I receive a written prescription after the exam? Will the prescription
be accepted anywhere?
A. We will supply a written prescription and summary of your exam as you leave the office.
The prescription is valid anywhere in the U.S.
Q. I had an eye exam a little over a year ago and my vision seems fine, why
do I need another exam?
A.
We think it is important that all of our patients receive an annual eye exam. Your vision can
change over a 12 month period and a regular check-up enables us to uncover any sightthreatening ocular conditions that can develop, unnoticed by you.
Appendix
Frequently Asked Patient Questions (cont.)
Q. Will you accept my insurance plan?
A. For the convenience of our patients, we accept most vision plans for whatever portion of the
examination cost the plan covers. Please tell me your insurance company so that we can
confirm your coverage.
Q. Why does it cost more for a contact lens exam?
A. We do additional testing with contact lens patients to measure the curvature of the eye to assure
we prescribe the lens that optimizes fit and comfort. We also do an evaluation after you have worn
the lenses for (weeks) to assure there are no complications.
Q. Aren’t all contact lenses the same? Shouldn’t I just buy the cheapest ones?
A. They are not all the same. The contact lens companies spend millions of dollars every year to
improve their lenses and regularly introduce new and better technology. You wouldn’t want to buy
a five year old computer and for the same reason it’s best to keep current and wear the latest and
best lenses. Right now the companies are introducing new lens materials that allow much more
oxygen to pass through, making them healthy to wear and enabling people to wear them in
comfort for fourteen hours or more per day. I recommend these new materials to most patients,
even though they cost a little more, because I think they are better for their eyes in the long run.
Appendix
Frequently Asked Patient Questions (cont.)
Q. Will my contact lens prescription allow me to buy any brand of lens I want?
A. Your prescription is for a specific brand of contact lens that my examination and experience tell
me is best for your vision and ocular health.
Q. Is it safe to wear a contact lens with a small tear in it?
A. A torn lens can damage the delicate outer tissue of your eye and lead to serious infection. If you
tear a lens and do not have a replacement, come into the office right away and we will provide, at
no charge, a lens that you can wear until your new supply arrives.
Q. Does Wal*Mart make high quality glasses? Because they cost less, will they last as long
and let me see well?
A.
Wal*Mart will custom-make your glasses in one of its six ultra-modern optical labs, using top
quality lens and frame materials, which the company constantly seeks to upgrade. Because of
Wal*Mart buying power and operating efficiency you receive top quality glasses at an everyday
low price.