BUSINESS

  MERCHANDISING

TECHNOLOGY AND PRACTICE GROWTH

THREE STEPS CAN HELP YOU LEVERAGE THE TECHNOLOGY IN YOUR PRACTICE

THE CONCEPT of merchandising technology may seem odd considering we don’t sell our technology, at least not in an, “I’m going to give you a piece of technology to take home” sort of sense. When one considers merchandising, it is common to think of displays of product or signs educating patients on services provided in the office.

But your technology in office is at the very crux of what makes the patient experience, and ultimately touches upon those tangible products patients decide to purchase. Merchandising technology may take a little creativity, but it is probably something you are doing already in some way, shape or form. For example, you might enthusiastically explain to patients the benefits of a new diagnostic device recently acquired by your practice.

Below are three ways you can effectively merchandise your practice’s technology.

1 ANNOUNCE YOUR NEW TECHNOLOGY

You need to let patients know whenever you purchase a new piece of equipment that will:

• Enhance the patient exam flow in your office.

• Make you a more efficient and effective clinician.

• Put to rest outdated technology that your patients have become accustomed to.

I’m proud that the equipment I have in my office is not the status quo for eye exams, and I hear appreciation from patients when they understand the difference this technology makes.

I offer up a quick, “We have a new retinal scanning device that provides me more data than ever to ensure you are not at risk or suffering from early glaucoma and macular degeneration.” Or, “My office now offers a communication system that allows us to contact you via text.” Patients don’t know what they don’t know, so tell them about the awesome technology your practice offers them.

2 ALLOW PATIENTS TO EXPERIENCE THE ENHANCEMENT

Whenever a new technology is added to my practice, we introduce it to patients. My staff will send an email announcement to patients who have opted to receive electronic communications. The email explains this new technology and offers patients the opportunity to experience the enhancement. When my practice sent an email that announced the purchase of a new optical computerized measuring device, for example, patients stopping by for adjustments mentioned they wanted to see the new device. Or, when we announced several years ago that we would send text messages to those who opted in to do so (through text verification), we received a lot of positive feedback, commending us for doing so.

3 CHARGE FOR IT

Yes, you read correctly. If you roll new technology into your exam flow without ever increasing your exam fees or charging for private-pay testing, then you are downplaying the technology. The value you create in your practice by offering technology that extends testing beyond the standard eye examination needs to be appreciated, both figuratively and literally. Also, by increasing exam fees or adding fees, you create revenues that allow you to continually add new technology — a win for everyone.

Although not always a palpable concept, merchandising technology is just as important as merchandising your glasses — or even services. Give yourself the opportunity to be successful, and grow by letting your patients know what advanced technology your practice has to offer. OM

GINA M. WESLEY, O.D., M.S., F.A.A.O., practices at Complete Eye Care of Medina, a Vision Source practice, which she opened in 2008. She was honored as Minnesota’s Optometrist of the Year in 2011. Email drwesley@cecofmedina.com, or visit tinyurl.com/OMcomment to comment on this article.