BUSINESS

  MERCHANDISING

PRESENT THE MEDICAL

IF YOU DO NOT EDUCATE PATIENTS AS TO WHAT YOU OFFER, HOW WILL THEY KNOW?

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

A COUPLE years ago, when I first started writing for “Optometric Management,” I was asked to write an article on how to merchandize the “red eye.” (See tinyurl.com/OMmerchredeye.) This article had some of the strongest reader responses of any article I had ever written. Specifically, most respondents held the opinion that one should not take advantage of patients in a condition of compromise, even if only temporary, by merchandising products to them.

I still stand by the recommendations presented in that article, but I think the overall message was missed by the many who were critical. That is, patients will not know what you have to offer them if you do not educate them.

For any of you who have had to build your practice, no matter what type, you understand this concept. How, though, does one merchandise medical services?

TELL IT LIKE IT IS, AND RELATE IT PERSONALLY

If you’ve read any of my articles, you know I’m big on grassroots, patient-by-patient education. But more specifically, relating the education back to the patient. For example, tailor your message to said patient. You offer dry eye treatment that will address his or her chief complaint: the burning sensation and fluctuations in his or her vision. And the father that he or she discussed with glaucoma, you can help him too! Messages resonate much more effectively when tied to emotion, so tie your services to patient stories.

GET OUT THERE

I know the idea of public speaking terrifies many, but I like to think of every patient interaction as a mini-public speaking gig. When I speak to larger groups, I am saying almost the exact same thing as I do when the patient is in the exam chair.

My message is consistent. You are the eye care professional, and I guarantee you know more than the crowd in front of you, so carry your confidence to help others — and they’ll buy from you.

PREP YOUR OFFICE

You cannot effectively offer medical services if your staff doesn’t know how to triage, schedule or manage all that comes with medical eye care services. I know you can’t possibly know every situation or scenario that may arise, but some basic tenants of understanding what’s an emergency and what’s not will help you, your staff and primarily your patients.

Additionally, as a nod to my previous article, carry the products your patients may need to effectively treat and/or manage their condition, when appropriate. This includes drops, masks, cleansers, supplements and yep, even glasses.

For those who still may be appalled at the idea of merchandising your medical services and (gasp!) having products right there in the office that patients may need instead of sending them elsewhere, ask yourself this: Do you want to offer your expertise and recommendations in an office that does not provide patients with a complete, convenient solution? Only you can answer. 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.