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THE UNIQUE SIDE OF OPTOMETRY

Achieving the Optimal Optical

It’s all about making it personal

ROHIT SHARMA, O.D., ATLANTA

Optical chains and online retailers need not be the death knell for private practice dispensaries. Sure, these places can beat us on price, but we can beat them on service.

Here’s how my practice provides great service.

Requesting current eyewear

Optical sales are about what the patient needs to achieve optimal vision and the best eye protection. The first step to determining this need is to have patients present their current eyewear at their eye exam appointment. I have my staff make this request when patients schedule a visit. Patients appreciate this, as it tells them we genuinely care about their vision and eye health.

Asking lifestyle questions

Once in the exam room, I, personally, ask patients about their lifestyle (activities), profession and whether they feel their current eyewear poses any limitations. Patients are grateful for these questions, because they show I want to ensure their glasses meet all their needs.

Outlining product benefits

Based on patient responses to the lifestyle questions, I prescribe products I feel are the best. Also, I educate patients on “why” and “how” they’re going to personally benefit from them.

For example, if a patient complains of eye fatigue during computer use, I explain that this occurs because of screen glare (the “why”) and that an anti-reflective lens will help to resolve the problem because it redirects light to the eye, reducing the glare (the “how”).

Dr. Sharma makes a point to outline the product benefits.

Personalizing the patient handoff

I walk the patient to my optical manager, introduce the patient and repeat my prescription(s): “This is Mr. Jones. I’m going see him in 20 minutes for the dilation. In the meantime, he’s experiencing (insert patient complaints here), so I’ve prescribed (insert products here), which I’ve explained will (answer the “how” here.) The personal handoff makes the patient feel valued, while emphasizing the importance of the prescription.

Re-educating at pick-up

When the patient returns for his new eyewear, an optician briefly re-educates him on the personal benefits, so he, again, understands the “why” and “how.” This step, in particular, separates us from retailers because these places typically have consumers just try the eyewear or hand it to them.

You can win

The big box and online optical retailers are here to stay. But, you can overcome the lure of their prices by providing the outstanding service outlined above. Yes, you’ll still have patients who will shop elsewhere. But a majority will stick with you — and many who go elsewhere will return to you — because they want to get their glasses from people who take the time to get to know their personal vision and ocular health needs and, thus, can ensure they have the right products to meet those needs. OM

Dr. Sharma’s practice, Southern Eye Specialists P.C., is the 2014 winner of Transitions Optical’s National Practice of the Year Award for its year-long commitment to promoting eye health and photochromic lenses.

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