BUSINESS

  MARKETING

‘IS THIS GOING TO BE COVERED?’

WHEN PATIENTS ASK ABOUT INSURANCE, IT’S TIME TO DEMONSTRATE VALUE

STEVE VARGO, O.D., M.B.A.

THE QUESTION “does my insurance cover this?” provides valuable insight into the consumer’s mind. First, consumers likely will use “insurance” as an umbrella term, as they rarely distinguish medical insurance coverage from managed vision care plans they participate in. Let’s also consider that many people view our products and services as commodities, so price becomes their focus. Many O.D.s take this personally, even suggesting that patients who do not “value their services” go elsewhere. In my opinion, the onus is not on the consumer, it’s on the provider (and staff) to create smarter eye wear consumers.

Below are four strategies for getting the consumer’s mind off price (and on to value):

1 UNCOVER PROBLEMS

Sales and marketing are significantly more impactful when a pain point is identified and a solution offered. Ask questions. Consumers like to feel involved in their purchase decisions. Once the consumer communicates his or her vision problem, educate on how you plan to eradicate that pain point. The consumer may still ask, “Does my insurance cover this?” The answer is simply, “No, it doesn’t.” But now you’ve forced the consumer to consider whether it’s worth spending a little more for better results. Of course, be sure to mention discounts or benefits if it helps offset the cost.

2 DIFFERENTIATE

I don’t know the differences between bottled waters (are some wetter than others?), so I buy the least expensive one. While we know there are differences in progressive and contact lenses, diagnostic technology and additional products and services, consumers may view them (or even doctors) as bottled water — they’re all the same! If you and your staff do your jobs, however, consumers will make wise purchase decisions — not cheap ones.

3 TAP INTO VANITY

Vanity sells. Consumers pay big bucks for brand-name shoes, cars, plastic surgery and a host of other items and services that make them look and feel good. When a patient tries on that perfect frame and says, “Oh, I just love these” — does my insurance cover this?” respond, “No, but wouldn’t you like to feel the way you feel right now all the time?”

4 STAY CONNECTED

A total of 40% to 80% of the medical information provided by health care practitioners is forgotten immediately, according to the Journal of the Royal Society of Medicine. Marketers say it takes six to eight exposures to a product before a consumer decides to buy, reveals an article in Forbes.

Collect consumers’ emails and social media information. These channels can be used to remind patients of your offerings. A consumer might not buy blue-light blocking lenses this visit, but armed with knowledge about the eyewear’s benefits, he may purchase them next time. OM

DR. VARGO serves as Prima Eye Group’s vice president of Optometric Consulting. A published author and speaker with more than 15 years clinical experience, he is now a full-time consultant advising O.D.s in all areas of practice management and optometric office operations. To comment on this article, visit tinyurl.com/OMcomment.