THE CEO CHECKLIST

3, 2, 1. . . CONTACT (LENSES)

SCOT MORRIS, O.D.

WELCOME TO “The CEO Checklist,” which is designed to be a monthly reminder of things your management staff may need to do, as well as a place for ideas you might want to incorporate into your business. Each month will focus on a few general themes, including strategy, finance, human resources, operational workflow, retail items and marketing ■

CHECKLIST: CONTACT LENSES ¹

STRATEGY SESSION: Contact lens fitting fees ² Contact lens box pricing ³

FINANCE: Annual supply sales percentage ⁴ Estimated Income Tax for quarter ⁵

THE SERVICE SIDE: CORNEAL ULCER Review your corneal ulcer treatment protocol ⁶

THE RETAIL SIDE: CONTACT LENS REPS AND DISTRIBUTORS Update your contact information ⁷

HUMAN RESOURCES: Quarterly payroll report ⁸

STAFF TRAINING: Contact lens insertion and removal ⁹

THE FACILITY/FORMS: Heating/air conditioning/supplements ¹⁰

MARKETING: Contact lens marketing ¹¹

1 Examine workflow, staff responsibilities and patient scripting.

2 Review your contact lens fitting fees. See, “How to Set Your Fitting Fees” at http://tinyurl.com/CLfitting. Take 60 minutes.

3 To remain competitive, review your prices to see whether you are overcharging or don’t charge enough. Take 60 minutes.

4 This month’s ratio is the annual supply rate. Ideally, your annual supply rate should be around 75%. Calculate total boxes sold as:

• number of 90-pack dailies/8

• number of 30-pack dailies/24

• number of two-week lens boxes/8

• number of monthly lens boxes/12

• number of RGPs/1

Take 20 minutes.

5 With regard to Estimated Income Tax reports and payments for Q1, take 20 minutes.

6 Review management of a corneal ulcer. What diagnostic tests are performed? Document the time each will take. Review the correct diagnostic codes, diagnostic protocols and therapeutic options for both infectious and sterile (or inflammatory) corneal ulcers. Take 30 minutes.

7 Do you need to return any of your current contact lens inventory? Inquire for availability of special pricing. Do you have the most recent distributor prices? Do your prices reflect that updated fee? Take 30 minutes.

8 Ensure that payroll has submitted the business quarterly payroll report. Take 15 minutes. Review and update your staff incentive or bonus program. (See “Create Staff Bonuses” at http://preview.tinyurl.com/staff bonuses.) Inform staff of changes. Take 30 minutes.

9 Conduct an insertion, removal and care training class. What does your staff say to patients? What resources do they provide to patients? Discuss contact lens/contact lens solution combinations. Take 30 minutes.

10 Get your HVAC systems checked and cleaned. Take 5 minutes. If you sell nutritional supplements, check your quantity, and order as appropriate. Take 5 minutes.

11 What is your marketing plan for the rest of the year? What special events will you hold to promote the various types of contact lenses that your practice carries? OM

THE NUMBER YOU NEED TO KNOW

MONTH: UV AWARENESS MONTH