Blog
Blog
 
 
 
 
 
 
 
 
 
 
 
Blog
IDOC actively shares industry-focused articles, blog posts, podcasts, videos and other thought leadership with our members and other optometric practitioners. Below, you will find links to our growing library of educational materials and multi-media assets written and created by IDOC's team of seasoned industry experts.
Patricia Basile | 5/21/2019
THREE KEY MOMENTS CRITICAL TO YOUR CAPTURE RATE

Why am I the best option for my patients’ eyewear purchase?

Selection? Value? Convenience? Quality? Price? Expertise?

What messages am I sending in my marketing and interactions with them that makes the case that I am their best option?

There are three critical moments during the patient’s decision-making process of where to have their exam, where to buy their glasses and whether they should do both in one place. If we create a separation between the two functions, we are encouraging them to do the same; leading to the patient walking out with a prescription, rather than a complete eyecare experience.  You absolutely can change this by recognizing when each decision is made and concentrating your resources into holding their interest and trust at these moments.

1. First Impressions

Website: Do you make it clear from the very first view of your website that you are in the fashion business as well as the eye exam business?  If every piece of information they see about you says, “The exam is important, but where you buy your glasses is not,” they are not likely to make the appointment at all. Does the patient need to search your website to see anything about your frame selection or the brands you carry? A clinical appearance to your website may speak to a quality eye exam, but a website that has fashion forward, colorful graphics will attract the attention of people looking for exceptional eyewear.

 

2. Transitioning from the Exam to the Eyewear Purchase

Super Tech or Doctor Hand Off: I love the concept of the Super-Tech whenever possible. The patient will open up about their eyewear needs at many times during the exam, so having one person that listens to their concerns throughout the visit prevents the frustration of having to recite their needs again and again and eliminates the need for any handoff.

If that is not practical for your office, the next best solution is excellent communication. The receptionist will ask about their current eyewear, the tech will take notes as they chat with the patient and hear their concerns, the doctor will pass along his recommendations as well. Talking about eyewear all the way through the visit demonstrates that you truly care that they receive a very high-quality final product from your office.

 

3. Optician’s Sales Expertise

The salesperson must be committed to providing excellent information and recommendations and must treat every patient with the same level of respect. Even if a vision care plan does not fully cover every recommended feature, the patient is entitled to the information about what is available to them.

The salesperson must never assume that a patient is not interested in getting multiple pairs of eyeglasses. Six, seven or even eight pairs of glasses are not out of the question. The salesperson will document everything about several pairs, giving the patient the option of ordering them in the future with a quick phone call, when they go back to the office and struggle with the computer after finding out there is a simple solution. If it is essential for a presbyope to have a regular pair of eyeglasses, a computer pair and prescription sunglasses, then if follows they need alternates for each of these. Not just for an emergency but for every day, to have different looks, different lens options and different frame types.

If you or your optical staff is not comfortable with selling, please read Dr. Vargo’s book “But I don’t Sell!” (https://amzn.to/2DpflW1).  Persuading people to do what is in their own best interest is a function of being a healthcare provider.

If you are an IDOC Select or Advisor member, you have a trusted partner with the resources to help you navigate the challenges of independent optometry.

Pat Basile

Patricia Basile
Optical Management Consultant
Pat Basile has extensive experience in sales, customer service, management and laboratory operations in the optical field. Licensed in Connecticut and certified by the ABO and NCLE, she has had great success in developing and implementing growth plans, providing training and leadership to achieve greater sales and productivity results. She believes that the consumer is much better served by the personal care provided by small, independent and caring optometric practices. Pat will listen to your concerns and help you identify those things that can be done to bring your practice to the next level. Some of these things may include training and setting goals for sales and customer service, inventory management and frame board management.
Trending Blogs
 
 

3/30/2021 | Author: Geronda Wollack

Managing your staff can be challenging! Am I right? Or am I right? Now, managing your staff and feeling confident with whether you are being compliant poses a different level of challenges. I will share a story to illustrate this challenge.

I had a consult with an Office Manager who... Read more


3/30/2021 | Author: Amy Alvarez

Signed into law on March 11th, 2021, The American Rescue Plan Act offers an extension to Families First Coronavirus Response Act. This provision added additional reasons the leave can be used as well as increasing the cap on eligible compensation for a tax credit.

FFCRA... Read more


3/12/2021 | Author: Ximara Vega

What should a practice do when they have lingering product? Well, 1st we have to identify what lingering product is. In my world, lingering product includes all frames that have been sitting on the shelf for a minimum of 6 months. I like to evaluate product every quarter to identify... Read more


2/22/2021 | Author: Amy Alvarez

Maybe you’ve experienced some unpleasant events in your practice that you didn’t have a policy to cover, or you team is large enough that you vacation policy isn’t working anymore. Maybe you have never liked you scheduling and time management policy but do not know how to go about changing it.... Read more


1/14/2021 | Author: Ximara Vega

Every year people tend to make goals for the upcoming new year. Somehow a new year inspires others to reinvent themselves in some way and like most initiatives, they lose their luster after a few weeks. I was supposed have rock hard abs like 3 years in a row. If ever... Read more


10/15/2020 | Author: Geronda Wollack

A friend of mine was out in the job market and applied for a job as a Dental Assistant. She called me for some advice around interviewing, and during our conversation, she mentioned a shocking reality. She said, "Geronda, there were a few companies that I was interested in, but the job... Read more


9/24/2020 | Author: Maddie Langston

By now, most of us are familiar with online reviews and understand their reach and influence, particularly on Google, Facebook, and Yelp. As a marketing consultant at IDOC, I work with optometry practice owners and managers to increase the number of new patients at the practice, retain... Read more


9/11/2020 | Author: Geronda Wollack

During a phone call with my favorite sister (now, let's not share this with anyone else), she shared the following sentiment with me, "I was just as excited for my kids to go back to school this year, until I realized that I have one kid staying home and doing virtual learning and the... Read more


8/13/2020 | Author: Maddie Langston

Let’s say one day after an exam and a visit in your optical, a patient reviews their experience on your Google business listing and Yelp.

The review includes many details which makes it clear to anyone reading that they visited the practice, had an exam, and worked with an optician.... Read more


8/7/2020 | Author: Ximara Vega

Take a step back and think about your business. Are you in tune with the performance of your optical? Are you achieving your desired results? If not from you, where are your patient’s purchasing their eyewear? Why? How do your offerings compare to your competition? Investigate, by... Read more

© 2020 IDOC. All Rights Reserved