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HOW TO STAY AHEAD OF THE OPTICAL COMPETITION

O.D.s Offer Strategies for Your Back-to-School Optical Sales

To improve back-to-school optical sales, pediatric optometrist Neil Draisin, past president of the College of Optometrists in Vision Development, came up with a “picture perfect” idea:

“I made an arrangement with a local photographer that every child who gets a complete pair of glasses receives a coupon to have one portrait of the child or family at the photographer’s studio,” the Charleston, S.C. O.D. explains.

In addition, he says that every August, he takes 50% off a frame with the full-price purchase of lenses to uninsured patients, and gives the same discount to those who have insurance and purchase second pairs. Another tactic: Dr. Draisin says he offers navy blue backpacks with the practice’s name embroidered on them.

“I’ve gotten the most success through marketing to my patient population through our practice website, the Facebook page and a practice newsletter we send out twice a year,” he explains.

Screenings vs. the comprehensive exam

Optometrist Andrea Thau, an InfantSEE cofounder who practices in New York City, says she’s been successful in garnering back-to-school sales by personally marketing pediatric comprehensive eye examinations to her adult patients who have children and grandchildren.

“As part of the adult patient’s medical history, I ask whether he or she has children or grandchildren who have undergone an eye exam. If they answer ‘no,’ I explain why a comprehensive eye examination is so important for children, and if the patient answers ‘yes,’ I ask by whom because many times they are referring to a school or pediatrician screening,” Dr. Thau explains.

“When it turns out the child was assessed via a screening, I educate the patient about the difference between a screening and a comprehensive eye exam, the impact vision has on learning and the Pediatric Vision Essential Health Benefit.”

Dr. Thau says providing this information builds trust, which translates to parents bringing their children for an exam and, if refractive correction is needed, purchasing glasses from that practice.

Americans Define Quality Doctors as Those With Patient Rapport, Says New Research

■ When asked what characterizes quality healthcare providers, most Americans say the doctor’s interaction with the patient and his or her personality traits, not the doctor’s clinical abilities, reveals “Finding Quality Doctors: How Americans Evaluate Provider Quality in the United States,” a recent Associated Press-NORC Center for Public Affairs Research survey.

“Doctors need to wake up and realize that patients can go anywhere for their care, and this study clearly shows that likeability is not only an important factor but the No. 1 factor in defining a quality healthcare provider,” says optometrist Matt Dixon, of Perry, Ga. (For more information on likeability, see http://bit.ly/1lXFcBA.)

Specifically, almost 60% of 1,002 randomly selected respondents, age 18 and older from throughout the United States, say a doctor’s ability to show an interest in them, listen, be attentive and caring, among other positive personality traits, defines a “high-quality” healthcare provider, while just roughly 30% said delivery of care and the patient’s health outcome garner high ratings, the survey reveals.

Optometrist Creates ACA Social Media Forum for O.D.s

■ Alan Glazier, O.D., founder and operator of “ODs on Facebook” recently launched “OD Prep for the ACA” on Facebook, so he and fellow optometrists can share their questions and concerns. At presstime, the site boasts 359 members.

“There is a lot of speculation as to what optometry must do to thrive under the new healthcare changes that are around the corner. I want to prepare my practice, but even more importantly, I hope the discussion can ultimately help more optometrists, with group support, to make the right choices,” he explains. “The more optometrists who are prepared for the changes, and with legislative help from our national organization, the AOA, the better able optometry will be to weather the storm.”

Dr. Glazier says the forum has been rife with information on joining alliances as a strategy for inclusion, which alliances are fighting for the inclusion of their member doctors in regional ACOs, how optometric practices need to change, in terms of technologies, and what insurance panels may be important to participate on (or not).

Hotelier Offering CE at 2014 Vision Expo West

■ The Ritz-Carlton is the example practically every practice management guru uses to discuss exceptional customer service. Now, the hotel chain is going to share its methods of service delivery via a CE at 2014 Vision Expo West, in September in Las Vegas.

“By bringing in non-industry experts who can educate on the value of the customer experience and how it can influence all areas of a business, Vision Expo attendees are able to return to their practices with a new perspective on how to achieve success,” explains Co-Chairman of the International Vision Expo Conference Advisory Board Mark Dunbar, O.D., F.A.A.O.

The CE, titled “Radar On-Antenna Up: The Ritz-Carlton Method of Fulfilling Unexpressed Wishes and Needs” will take place Saturday, Sept. 20.