CLINICAL

  optical

The Patient Handoff

Is your optical staff reinforcing your message?

DAVE ZIEGLER, O.D.

The cornerstone of providing an exceptional patient experience is a consistent message in all aspects of your practice. This requires equipping your optical staff with the right tools to carry out your recommendations and educate patients about what you’re prescribing — and why.

Here are three attributes your optical staff must have to keep your patients satisfied and your practice profitable.

1 Lens knowledge

This is, perhaps, obvious, but there is a big gap in what staff members (and many doctors) know about lens technology and what they should know.

For example, if your practice has built its reputation on offering patients the latest in lens innovation, how well can your staff (or you) explain what goes into a digital free-form lens? Can they describe how a computer progressive is different from an all-purpose progressive?

Make sure your staff understands all the lens designs that you prescribe, as well as the lens materials and treatments you use. The company sales reps are a source of such information. When you and the staff wear the lenses that you prescribe, it helps to sell them because you can speak from personal experience.

2 Frame knowledge

Let’s be realistic. The lens may correct the patient’s vision, but the frame gets all the attention. So take the time to learn the finer points of the frames you sell, such as the material and design. It’s one thing to say, “That frame looks nice on you,” and quite another to say, “The updated urban-retro styling of this frame, with its marbleized Tokyo tortoise temples, really complements the natural curvature of your face.”

Each frame manufacturer has its own materials and unique designs. It facilitates your patients’ buying decision when they can learn about the product they are interested in. Your product descriptions reinforce the frame manufacturer’s branding statement. Sound a little over the top? Think about what you heard from an expert salesperson the last time you bought jewelry or a new car or dinner at the finest restaurant. Case closed.

3 Expert communication skills

A good salesperson is not the most persuasive, but rather one who listens to the consumer, understands his or her needs and enthusiastically helps the consumer meet those needs. We have all had buying experiences that were enhanced by a salesperson who got to know us and showed he really cared. Some staff members are naturals at it, and you see the excitement in their eyes every day when they get a chance to make a patient look great in his or her new glasses. Other staff members may approach the encounter with less zeal, but they also instill confidence in their approach through their more laid-back style.

Everyone has their own way of connecting with patients. The key point is listening first and solving vision problems second.

Sharpen their skills

Though it requires some effort, keeping your staff’s product knowledge and communication skills sharp will have a great impact on your bottom line and your patient experience. OM

DR. ZIEGLER IS A SENIOR PARTNER IN A GROUP PRIVATE PRACTICE IN MILWAUKEE, WISC., AND A FELLOW OF THE AMERICAN ACADEMY OF OPTOMETRY. E-MAIL HIM AT DAVEAZIEGLER@GMAIL.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.