CLINICAL

  DIVERSIFY YOUR PORTFOLIO

CHANGE BEGINS WITH THE O.D.

HOW TO INCREASE THE SUCCESS OF YOUR OPTICAL

JEFFRY D. GERSON, O.D., F.A.A.O.

OPTICAL SUCCESS often starts — or fails to start — with the O.D. Conversations on specific lens materials, progressive designs and lens coatings should begin in the exam room with the doctor. But, some O.D.s, who don’t want to be portrayed as a “salesperson,” miss this opportunity. The reality is that certain patients do better with specific lenses/frames. And when doctors make recommendations, they are usually seen as such and not as a sales pitch. Set up your patient, and your optician, for success by starting the conversation in the exam room.

Here are a few examples of how to maximize opportunities in the optical from the exam room.

LENS COATINGS

Patient A has glare problems. Doesn’t it make sense to address his or her medical issue (photophobia) with the right lenses and coatings? This is not selling a coating, this is recommending a solution to a problem:

“I know that you are sensitive to light, and I want to make sure that we do everything possible with your glasses lenses to address this. An anti-reflective coating will not only make your lenses look more appealing, but will likely also cut down on the glare and light sensitivity that you experience.”

COMPUTER GLASSES

What about the patient who is on a computer eight hours a day? Are you up-selling to suggest that he or she purchase a second pair of glasses for computer use? Or, are you making sure that the patient has the best solution for his or her occupational need?

Educating patients to realize the importance of multiple pairs of glasses in certain situations is time well spent. For example, “I know you have a pair of everyday glasses (progressives), but I think it would also be a good idea to have a pair of glasses dedicated to what you do eight hours a day — use a computer. They will likely reduce some of your strain and, hopefully, help you to feel less tired at the end of the work day.”

SPECTACLES

If a contact lens wearer is a -5.00D myope and doesn’t have glasses, he or she needs them. This is easily explained to the patient. For example, “Mr. Jones, I’m going to recommend that you invest in a pair of glasses today, if for nothing else, then as an insurance policy. What if you have an eye infection or other problem that forces you out of your contact lenses? You will need the spectacles to adequately function.”

SET IT UP

As doctors, our responsibility is to diagnose problems and present potential solutions, whether they be medicines, surgery or the right kind of glasses. Use your time in the exam room to recommend the best solutions for your patients, then hand it off to your optician. The result will be an increase in patient satisfaction and your bottom line. OM

DR. GERSON practices at Grin Eyecare in Olathe, Kan., a full-scope combined O.D./M.D. practice. Email him at jgerson@hotmail.com, or visit tinyurl.com/OMcomment to comment on this article.