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IT’S TIME TO GET LUCKY

IS IT ANY SURPRISE THAT THE HARDEST-WORKING PRACTICES ARE THE LUCKIEST?

GARY GERBER, O.D.

THOMAS JEFFERSON said, “I am a great believer in luck, and I find the harder I work, the more I have of it.” This makes me wonder whether he was a successful O.D. My company sees practices that experience widely varying degrees of success. However, without exception, it appears that the “luckiest” among them are the hardest working. While not claiming to be nearly as eloquent a writer as T.J., I do think he should have added a small qualifier to his quote:

“I am a great believer in luck, and I find the harder I work on the things that will really make a difference, the more I have of it.”

My belief in the above codicil is that I don’t think I’ve ever had a doctor tell me, “I don’t work hard.” So, if we’re all slaving away, why do some do so much better than others? Does working 60 hours a week guarantee a 50% increase in business compared with the practice that “only” works 40 hours? Of course not! Hence the amendment to the quote.

To ensure you are as “lucky” as possible, these are the top three things you should diligently work on in your practice. (While these won’t apply to every practice situation, they will apply to most.)

1 ALWAYS THINK BRAND

Do not waver in supporting and building your brand and what your practice stands for. For example, should you hire a technician or an optician first? Make the call based on what will best support your brand. The high-end optical boutique would hire the optician first — provided that hire is in sync with the brand. If your brand is more pathology based, hire the technician.

What about Saturday hours? A second location? An associate doctor? Office music? Staff uniforms? Work really hard on making these decisions based on what best supports your brand.

Don’t have your brand figured out? Then get busy on this first.

2 TRAIN YOUR STAFF

Anyone who has ever read a management article, attended a class or spoken to another doctor already knows the importance of staff training. Yet, it seems that only a “lucky” few have worked really hard in ensuring their staff are well trained through a great training program. In the event a staff member needs to be added or replaced, this training program provides a smooth transition. Don’t just talk about this. You have to do it. It’s really hard work — but it’s really important.

3 STAY UP TO DATE

In a profession that appears to change hourly, this isn’t easy. But, “lucky” optometrists make it a priority. This doesn’t simply mean buying the latest opto-widgets. Rather, ensure your practice’s look and feel (which may include technology) is in sync with the year 2016.

In a wired world, an Instagram post of a dirty office or stained ceiling tiles won’t be easily overcome by the latest OCT. Stay up to date both in and out of your office. If you get most of your eye care news from patients, you have a problem. If your last Facebook post was in 2015, you have a problem. If you don’t have a Facebook page or the phone company set up your website, you have even bigger problems.

I agree — all of this is a lot of hard work. But to quote another famous person, “Do you feel lucky?” OM

DR. GERBER is the president of the Power Practice, a company specializing in making optometrists more profitable. Learn more at www.powerpractice.com, or call Dr. Gerber at (888) 356-4447.