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THE UNIQUE SIDE OF OPTOMETRY

Patient Handoff Perfection

What I did to increase the likelihood of a sale

CHARLENE HENDERSON, O.D., CHAR, B.C.

Recently, I noticed a flaw in the patient handoff process in my practice and sought the “experts” for their advice on not only how to fix it, but also how to foolproof the entire product-selection process.

Here, I explain.

The flaw

At the exam’s end, I would walk the patient to the optical area, where, in front of an optician, I would detail what the patient needed.

The problem: After I did this, the optician would ask the patient, “Do you want to look at frames today?”

I would cringe waiting for the “yes” or “no” answer.

Convinced there was a better way and that, perhaps, I could improve my part in handoff as well, I queried some of the sharpest opticians and frame reps around through a Facebook group.

Foolproofing the process

I received the following answers:

• Don’t take the patient to check out or the front desk. That feels like they are finished. You can do the handoff in the exam room or the optical.

• Don’t ask whether patients want to browse the optical. Have the optician walk them to the optical, where he/she starts friendly banter before having the patient sit at the dispensing table. The optician should then offer the patient a beverage and say, “I’m going to ask you a few questions, and then I’ll be your personal shopper.”

Specifically, the optician should ask what the patient does or doesn’t like about his or her current frames (to gauge what he or she would like in a new frame) and lifestyle questions, which can often lead to second-pair sales.

Dr. Henderson handing off the patient to an optician in the optical.

• Have the optician examine the prescription prior to frame selection. By knowing the prescription before the patient browses for frames, you can prevent him or her from feeling disappointed about not being able to get a certain frame.

In terms of lens and frame selection, some of the experts believe frame choice should come first, as this is what patients “care the most about” and what “takes the most time.” Then again, others believe it’s best to select lenses first, as lens options can lead to multiple-pair sales.

• Narrow the options. Have the optician choose a few frame and lens options (too many can overwhelm patients, decreasing the likelihood of a sale), and have him or her explain “why” he or she has chosen them, in terms of the benefits (color, visual attributes, etc.) An example: “This computer lens will allow you to have a wider field of view.”

Also, have the optician refer to the patient’s lifestyle answers to explain “why” one pair of glasses may not work for all the patient’s activities. Answering “why” establishes the optician as the expert.

• Write the choices. At the end of the patient encounter, tell him or her you will write all the discussed choices, so you can keep a record of what the patient didn’t purchase and call him or her when the optical has a trunk show or sale.

Outcome

Since implementing the first and second bullet points (we need to work on the other tips for sure), our revenue per patient is up about $60 per patient, or 30%, from last year. OM

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