CLINICAL

  CONTACT LENSES

CAPTAIN YOUR SHIP

GUIDE YOUR PRACTICE IN THE DIRECTION OF POSITIVE GROWTH

JASON R. MILLER, O.D., M.B.A., F.A.A.O.

QUARTERLY, I meet with our contact lens distributor to compare the quarter with the same time period a year prior. It is an important meeting, and one I look forward to. My practice’s growth in the contact lens market, and in specific lens types, is the result of deliberate planning. To plan and achieve your own growth, decide where you want to go, and guide your ship in the right direction.

Here, I take you through the steps to do so.

1 EVALUATE

To begin, evaluate your practice. Ask yourself: What is my contact lens exam missing? Are my fees appropriate? Do I recommend annual supply sales? Are my contact lens sales growing?

Then, make applicable changes to start in a positive direction.

2 IDENTIFY YOUR GOAL

Choose one area in which to improve for a month or quarter. This could be innovation or convenience. Then, pull your efforts into moving that way. Have a consistent message, starting with the patient’s initial contact, through his or her office experience. For instance, discuss the newest products and their advantages at your office meetings. This will, in turn, be discussed during eye exams.

3 INCLUDE STAFF MEMBERS

Fit your staff members with the newest contact lens innovations within your target category. When staff members discuss their success with a product, it increases patient excitement for it.

You also want to discuss your direction at staff meetings. It is important to have all staff members on board with the plan.

4 MAKE THE OFFER

Discuss contact lenses with every patient. That includes patients of all ages and those who may not be considering contact lenses. As your patients’ resource for eye recommendations, it’s your duty to inform.

5 OFFER INNOVATION

Many patients present looking to update their contact lens prescription. Consistently offer upgrade options. Tell each patient how he or she could personally benefit from specific products. The benefits could be improved oxygen permeability, better convenience or improved vision.

Some patients are expecting the same lens they wore previously. But, our patients do not know what is available. Present them with your recommendations to improve their quality of vision.

BE THE CAPTAIN

Many O.D.s allow patients, reps and other sources to guide their ship. The problem with this is your ship will end up going in many directions. Focus on your direction.

Map out your goals through the next year, three years and five years. Track your numbers monthly and quarterly to make sure your plan is working, and make adjustments to steer them in the right direction, if needed. Stay focused on your ship sailing in a positive direction. OM

DR. MILLER is a partner at Eyecare Professionals of Powell, in Powell, Ohio, on the board of the Ohio Optometric Association and is an adjunct faculty member for The Ohio State University College of Optometry. To comment on this article, visit tinyurl.com/OMcomment.