O.D. to O.D

STAYING AHEAD OF THE CURVE

WHAT IS YOUR PRACTICE DOING TO INNOVATE YOUR PRODUCTS AND SERVICES?

Scot Morris
O.D., F.A.A.O.
Chief Optometric Editor

TAKE A LOOK AROUND around your practice. What are you doing to innovate? What new ideas have you put into action to improve your business, streamline your process or change the way your consumers interact with your business?

DON’T OVERTHINK IT

Innovation doesn’t always mean “of the moment” new technology. Rather, it means adopting a new-to-you technology, process or product in your place of business.

Also, innovation doesn’t have to be expensive. In fact, many innovative ideas actually save your practice money by increasing efficiency or increasing patient experience or product demand.

Not sure where you stand in terms of your innovation savvy? Head on over to the Pop Quiz on page 46 to find out. And, to help you get started, here are a few ideas of how to innovate in your practice:

NEW RETAIL IDEAS

There are many simple but impactful changes you can make in your optical space to innovate your practice, such as:

• Reorganize the optical. Create a fresh, new look by updating your displays and strategically placing newer products directly in eye line so patients will naturally gravitate toward them when they walk into your office.

• Start a sunwear section. As O.D.s, it is your job to provide the best care possible to patients, and that includes educating on UV exposure — and providing them with the latest technologies in proper protection. Make sunwear a focal point.

• Introduce premium progressives into your optical.

• Sell accessories, such as readers or contact lens solutions, so you can be a one-stop shop for patients.

NEW DEVICE/PRODUCT

Adding new devices or incorporating new products into your portfolio allows you to introduce new technologies that will help you better care for patients. For example:

• Fit torics on patients who have >0.50 cyl.

• Offer color-enhancing contact lenses to current and prospective contact lens patients.

• Fit multifocal lenses to patients aged 40 and older.

• Offer daily disposables as the contact lens of choice.

• Purchase a slit-lamp camera.

• Move to EHR, if you haven’t already done so.

• Try a new product line, such as a frame collection or contact lens that would benefit your patient base.

• Buy a digital lens measuring device to improve efficiency.

• Revamp (or build) your website. And if you’re not already, try marketing on social media.

NEW PROCESSES

Innovating your practice processes can lead to better efficiency, thus, helping to provide an enhanced patient experience. Examples:

• Set up a 15-minute weekly staff training session.

• Treat your entire staff, or a few employees, to lunch.

• Subscribe to a patient communication system.

• Host a staff retreat.

CHANGE YOUR WAYS

These are but a few ideas on how to change your business for the better. Regardless of which of these you choose — and I hope you choose at least one — start doing something today to make your place of business different, fresh and new.

Hold a meeting and ask your staff for ideas of things that you can all do to make the business better. You may just be surprised by their answers. Not only will this impress your consumers and improve their experience, but it will also motivate and increase staff morale, especially if you act on their ideas.

There is always a way to do it better — find it and make it happen! OM