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THE UNIQUE SIDE OF OPTOMETRY

Premium Patient Care

How our practice sells mostly high-end ophthalmic lenses.

ISONELIE RODRÍGUEZ-TORRES, O.D., PHOENIX/LAVEEN, ARIZ.

Many O.D.s view the likelihood of premium ophthalmic lenses comprising most of their ophthalmic lens sales as improbable as the Internet sales of contact lenses and glasses going the way of the dinosaur. That said, at Arizona Family Vision Center, a practice I run with Marlee Organ, O.D., a total of 65% to 70% of our ophthalmic lens sales are premium lenses, with photochromic lenses comprising 38% of these sales.

Here, I explain how we’ve accomplished this.

1 We involve staff in practice decisions.

Marlee and I constantly ask our 11 staffers for their input on the practice, and we take them with us to Vision Expo West and sign them up for CE classes. In addition, should we win a sales award, our entire staff accepts it. Involving staff in practice goings-on has motivated them to make outstanding contributions to the practice, including the increased sales of premium products.

The Arizona Family Vision Center team: Dr. Rodriguez-Torres is fourth from the left.

2 We wear photochromic lenses.

Every employee dons the various photochromic lenses. When patients see the staff wearing the lenses they recommend patients wear, it creates patient trust in the recommendation. To strengthen our belief in the importance of these lenses, our practice windows are photochromic.

I think the fact that our staff is 100% bilingual (English/Spanish) has strengthened patient trust in our suggestions as well. When you speak a patient’s primary language, it creates a personal connection with that patient.

3 We have no fear.

I think some optometric practices don’t mention premium lenses because they’re afraid the patient will have sticker shock.

Our practice doesn’t have this fear. We discuss premium lenses and their benefits with all patients first. More patients than I can count reply, “I didn’t even know these existed.” In fact, most are so impressed by the technology and how it can help them, cost becomes a secondary consideration. Patients uninterested in premium lenses stick with us because they value that we offer cutting-edge technology.

4 We discuss digital technology.

We educate patients that non-premium lenses shortchange digital technology:

“If you’re using all the newest gadgets but your lenses are not premium lenses, you’re really not getting the full visual effect of these devices.”

5 We have an annual event.

We throw an event at which the community is invited to donate an old pair of prescription glasses for 50% off a new photochromic pair. We donated close to 500 glasses to the local Lion’s Club this year, while simultaneously selling lenses. OM

Arizona Family Vision Center has been selected as a top 3 nominee for the Transitions Eyecare Practice of the Year in 2013 and 2014.

DO YOU HAVE A UNIQUE PRACTICE? E-MAIL JENNIFER.KIRBY@PENTAVISIONMEDIA.COM. OM OFFERS AN HONORARIUM FOR PUBLISHED SUBMISSIONS.