BUSINESS

  merchandising

Doctor-Driven Prescribing

Four steps can help patients achieve their best visual outcomes

GINA M. WESLEY O.D., M.S., F.A.A.O.

In my office, I employ training strategies and attempt to foster an office culture that embraces the concept of doctor-driven prescribing for ophthalmic wear. As my non-optometrist husband astutely pointed out, “Isn’t that what’s supposed to happen in an eye exam?”

Yes, of course. But the complexities of “What does my insurance cover?” and the commodity-oriented world of glasses has somehow made our profession apologetic and conscious of what our patients may, or may not, want to spend. So, the doctor’s prescriptions and recommendations can fall by the wayside.

However, you have made the decision to move past any hesitations you have in recommending the absolute best visual solutions to your patients. You are going to allow them to make educated decisions about what their own budgets will allow.

But now, how can you effectively communicate your message beyond just the verbal dialogue? How do you “merchandise” doctor-driven prescribing?

Start before the exam

Ask your patients to bring all their eyewear to their eye exam when staff confirms it, whether this message is over the phone, electronic or via traditional mail. Give examples of what “all eyewear” includes: prescription sunglasses, driving glasses, computer glasses, safety glasses, etc. Perhaps you have signage that accompanies this message, illustrating the varied uses of ophthalmic wear in a variety of settings.

This concept is not new, but are you successfully sending the message you care and want to know what the patient is (or is not) currently wearing to aid in their everyday vision?

Follow up with eyewear questions at check-in

Now, as follow-up to this initial message, have the check-in process include questions regarding current eyewear solutions. Many patients don’t know you can verify old prescriptions from the eyewear itself. Educate them that it’s important to know what they are wearing, as well as how it’s working for them, in order to assist the doctor.

Prescribe . . . and include supporting materials

As the doctor gathers all previously mentioned information, and then makes his or her appropriate prescriptions, the hand-off to the optician can easily include a brochure that marks each lens property or feature that reiterates what the doctor prescribed. This is not only a great back-up reference for the optician, but something patients can take with them when they leave the office. Or, for practices with a high-tech intra-office messaging system, refer to materials that highlight doctor-driven prescriptions directly on a tablet computer and print a copy for the patient, if needed.

Repetition is key

In an effort to carry through a sustained message, you may choose to follow-up with patients who have left your office. E-mail them with a refreshed list of — you guessed it — the doctor-driven prescriptions for eyewear. Or, emphasize what features a patient is benefiting from in his eyewear purchase when dispensing.

Either way, when patients hear a consistent message of the importance of the doctor’s prescriptions, the better the chance their best visual outcomes will be achieved. OM

DR. WESLEY PRACTICES AT COMPLETE EYE CARE OF MEDINA, WHICH SHE OPENED IN 2008. SHE WAS HONORED AS MINNESOTA’S OPTOMETRIST OF THE YEAR IN 2011. E-MAIL DRWESLEY@CECOFMEDINA.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.