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THE NEW YEAR’S TOP FIVE

LIKE THE ELF ON THE SHELF, CREATE A LITTLE MISCHIEF. . . IN A GOOD WAY

GINA M. WESLEY, O.D., M.S., F.A.A.O.

IT’S THE time of year to reflect on what your practice has accomplished and where you wish you would have done a little more — been a little less naughty or a little more nice. Like The Elf on the Shelf reminds children to behave, let me remind you what to think about for next year.

My top five random reflections and inspirations for 2017:

1 TRAFFIC CONTROL

I’m talking about your patients, not your parking lot. The argument exists that it’s good for patients to repeatedly come to your office, as they are likely to buy more from you. However, my staff would argue this is not likely of the patient whose entire annual daily disposable supply is ready, and who comes two minutes before close when five scheduled patients are waiting for help.

Lesson: Use your direct, free shipping options and, perhaps, pay for shipping on smaller supplies to better control patient flow in the office.

2 CHANGE A LITTLE, BUT...

Change a little, but not too much. This observation may fall on mostly non-applicable ears, but my office experienced a lot of change this past year. We added a doctor, several staff members, two new specialties and four new pieces of equipment. It was a lot of added stress, some good and some bad.

Lesson: Make sure you are moving forward, but at a pace with which you and your staff can live — and succeed.

3 MEETINGS: BIG AND SMALL

I recently discovered various staff members felt too intimidated to speak during staff meetings. It was only when we started having additional smaller, departmental meetings that I heard what many members of the staff were thinking.

Lesson: Don’t underestimate the power of collective and focused staff meetings.

4 IT’S THE SMALL THINGS

Small details do matter, but not just in what pertains to the eyes. We have found special connections with our patients this year by going the extra mile to let them know we are thinking of them.

For instance, I sent movie tickets to a teacher patient of mine who took care of her sister during the summer. Her sister has breast cancer. We included a note that read, “Here, take a break on Complete Eye Care. We are thinking of you and your sister.”

Lesson: Our patients’ lives matter in more ways than just “eyes.” Be a part of that.

5 BE DYNAMIC

In this time of constant change and upheaval, know that your practice must continue to grow.

Lesson: Pay attention. “OD’s on Facebook.” It is a great snapshot of the profession. Continually attend to your practice and your profession’s needs as well.

KEEP MOVING

Remember that little Elf on the Shelf? It’s constantly moving and making mischief — in a good way. So should you in relation to your practice. Here’s to the happiest of holiday seasons, and a successful 2017. OM

DR. WESLEY practices at Complete Eye Care of Medina, a Vision Source practice, which she opened in 2008. She was honored as Minnesota’s Optometrist of the Year in 2011. Email drwesley@cecofmedina.com, or visit tinyurl.com/OMcomment to comment on this article.