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  PRACTICE PROFILE: THE UNIQUE SIDE OF OPTOMETRY

THE IMPORTANCE OF INNOVATION

HOW CAN YOU GROW AS A PRACTICE IF YOU REMAIN STAGNANT?

INNOVATION ISN’T just about staying current — it’s about staying ahead of the curve. That can feel daunting, particularly in a busy practice. But innovation is important. In fact, Forbes Magazine recently reported that successful CEOs believe innovation is the most important factor in growth. It makes sense. After all, how can you grow as a practice if you remain stagnant?

I have learned that my patients value innovation. Even those who don’t like change appreciate having options available to them.

Here are three other lessons I’ve learned as I’ve worked to remain ahead of the curve.

1 PLANT THE SEED

It’s true that some patients don’t like change. I may offer new options and they will turn them down. But by giving the option, we still plant a seed. And we don’t give up on those efforts. A patient may have turned down a new option at his last visit, but we resurrect those same questions or options when he returns for his next exam.

As innovators, we should always be trying to improve. If there’s something out there that you believe is better for your patient — don’t stop talking to him about it. Even if he initially resists, through time, growing frustrations might encourage the patient to consider a new product or service at his next visit.

New products help us build our practice and allow us to grow a successful patient-practitioner relationship because patients come to value and trust us when we have their best interest in mind.

2 ENCOURAGE A FITTING

Even if patients think they like the current modality they’re in, we may encourage a contact lens fitting to present new options. Even small frustrations can be reason enough for change.

For instance, a patient in a bifocal lens might be mostly happy, but have some problems with distance. That might not seem like a big deal until the patient realizes he has options. I’ll say: “Let’s just try this new contact lens and see what you think.” I have the tech put the patient in the lens — it often sells itself from there.

You can’t be afraid to try new products. Even if it fails the first or second time, don’t give up. For every failure, there will be many successes, and it’s worth your time because it helps build the practice in referrals. Happy patients bring in more patients.

Even if the patient has not had any major problems in their current modality, you must still introduce new technology because that’s what differentiates you from other practices. If you continue to do the same old thing, you’re no different from anybody else. But if you’re always trying to bring your practice to a higher level and improve your services, well, that’s what makes you an innovator.

3 EDUCATE WITH ENTHUSIASM

When making recommendations, I find it helpful to speak with excitement; it helps get patients excited about trying something new. Speaking with enthusiasm when educating the patient on what you’re doing and why can be a winning combination.

For example, we have a retinal camera, and many patients are initially resistant to pay the upcharge for that. But, we explain what it is and why it’s important. Once we go into the exam room and open up the pictures to show them on the large screen, they suddenly see the value. We get to walk them through their own eye and they’re amazed. They find it very innovative and progressive. But it took enthusiasm and education to get the opportunity to do that.

BE AN INNOVATOR

Being innovative means being proactive in developing and following through on new opportunities. OM

CHERYL VINCENT-RIEMER, O.D., F.A.A.O., practices at VisionCare Associates in East Lansing, Mich.