CLINICAL

  optical

When Less is More

Present fewer options to simplify the decision-making process for patients

DAVE ZIEGLER, O.D.

When we make too many choices available to our patients, it can easily overwhelm them and result in patient dissatisfaction. What patients are really looking for is the advice of the professional who can simplify the choices and streamline the decision-making process. Here are three instances in which less is actually more.

1 Frames

Most opticals display around 1,000 frames, with just as many SKUs. When patients look at frame boards that have all those choices, it is difficult for them to tell one frame from another.

Instead of having a wall of frames, consider breaking up that space with shelves that you can use to showcase different collections and brands. Use props to create interest around the frames, as well as branding elements that show the frame name.

Instead of displaying 30 to 40 frames per brand, showcase the 10 to 12 top-selling frames in the different colors available. Also, during frame selection, try to limit the number of frames on the dispensing table to three. Again, you don’t want the risk of overloading the patient, hindering his or her ability to make an easy decision.

2 Spectacle lenses

Though your patients may have some sense as to how they want their new frame to look, they often have little understanding of their lens options. This is where bundling your lenses into packages helps the patient.

Begin by creating three different packages in a “good-better-best” format. Print dispensing mats that clearly explain the features of each lens, such as the lens design, material, lens treatments like photochromic lenses, UV blocking, and lens coatings, such as AR.

When the patient starts the decision-making process in the optical area, talk about lenses first. This way, the optical staff can build on the recommendation from the doctor and help the patient finish the lens decision. This is especially important when the lens power may limit a patient to certain frames.

Again, the key is to offer fewer choices by bundling your recommendations into lens packages. This has allowed our practice to have nearly 100% penetration with AR coatings, because it is already included in our lens packages. These get better lens technology to your patients while also increasing your profit margin.

3 Contact lenses

At my practice, we show patients something new each time we see them, even if they are happy with their current contact lenses. They appreciate that we are on the cutting edge of lens technology and care enough about them to try to improve their vision and comfort.

In order to simplify the choices, offer three lens options: daily, two-week and monthly. Create concise brochures that illustrate different modalities to facilitate the decision process.

Simplify

The word that kept appearing in this column is “simplify.” That’s what happens when you streamline your patient’s choices by presenting less instead of more. OM

DR. ZIEGLER IS A SENIOR PARTNER AT ZIEGLER & LEFFINGWELL EYECARE IN MILWAUKEE, WISC., AND A FELLOW OF THE AMERICAN ACADEMY OF OPTOMETRY. E-MAIL HIM AT DAVEAZIEGLER@GMAIL.COM, OR VISIT TINYURL.COM/OMCOMMENT.