SOCIAL

  PRACTICE PROFILE: THE UNIQUE SIDE OF OPTOMETRY

SETTING MY PRACTICE ON STUN

I DESIGNED MY PRACTICE TO LOOK LIKE “STAR TREK: THE NEXT GENERATION”

FANS OF “Start Trek: The Next Generation” liked the TV series for various reasons: its prescient view of the future, its richly layered storylines, its three-dimensional characters and its advanced technology. For me, the latter was the draw. In fact, when I opened my practice in 1993 I decided that state-of-the-art technology and a practice look that emphasized it would be what separated me from other eye care practitioners in the area.

MAKE IT SO

When I first opened, I hung spaceship models and cast photos from “Star Trek: The Next Generation.” One day, a patient who does set design for the major movie studios presented for an exam, noticed my memorabilia and said he could turn the entire practice into a starship, if I was interested. I told him that I was, indeed, interested, but that I didn’t want to spend tons of money on an office redesign. The outcome: The patient and I worked within my budget to create my version of the iconic U.S.S. Enterprise, and I’ve added to it throughout the years.

WELCOME ABOARD

When patients enter my practice, they are on the ship’s bridge, complete with illuminated faux computer panels, a fleet of captain-style waiting room chairs, bulk heads, the optical dispensary, which is built in to one of the walls, cardboard standups of the main characters and sound effects. An example: “Dr. Crusher, please report to sick bay.” Further, the pre-testing and exam rooms are outfitted with futuristic furniture, slit-style windows that project outer space, illuminated faux computer panels and my state-of–the-art technology, including autorefractors, fundus cameras and a corneal topographer.

One of Dr. Wada’s pre-exam rooms.

In terms of staff participation, none of us wear Starfleet uniforms because I feel they would detract from our roles as professionals.

RESISTANCE IS FUTILE

Having my practice designed like the U.S.S. Enterprise has definitely helped to attract patients. In fact, I find that many new patients present to me as the result of positive Yelp reviews, which mention my practice’s décor. Further, when patients come to pick up their glasses from the practice, they often bring friends with them, and many become my patients, too. I am able to retain patients by providing a high-tech exam, which again, is promoted nicely with the look of the practice. Patients often say, “Wow! My other doctor doesn’t have that!”

In addition, I’ve found that patients aren’t as price conscious as they were before I decorated the practice because they’re so excited about their experience. They examine the design details, take selfies and leave wearing big smiles.

Why not look into differentiating your practice from others by picking one area to focus on and aligning your practice’s interior with it? As Captain Jean Luc Picard said on many episodes of “Star Trek: The Next Generation,” “Engage.” OM

GARRETT WADA, O.D., ANAHEIM, CALIF.