CHECKLIST: DEVELOP A STRATEGIC PLAN TO COMBAT ONLINE REFRACTIONS

STRATEGY SESSION:
      Invest in technology ¹

THE SERVICE SIDE
      Provide customer service ²

HUMAN RESOURCES:
      Train staff ³

MARKETING:
      Educate the public ⁴

LEGISLATION:
      Get involved ⁵

“Know the Competition” may not be the most appropriate title for this article because we know there is no comparison between an online or remote refraction and an in-person comprehensive exam. However, many patients perceive an eye exam strictly as a means of seeing better or renewing a prescription. Like it or not, perception is reality, so remote refractions have become the competition.

1 INVEST IN TECHNOLOGY

The entities opposing legislation combating online refractions are trying to convince legislators that O.D.s are anti-technology, according to several articles. Also, consider that the younger demographic gravitates toward modern and innovative technology. Don’t neglect this aspect of your practice. Invest in technology that establishes your practice as a hi-tech office, but also one that is focused on the patient’s complete eye health, not just vision.

2 PROVIDE CUSTOMER SERVICE

A kiosk, smartphone app or website cannot replicate the service aspect of an eye exam. These tools cannot recommend medical tests, perform frame adjustments, discuss lens options or show empathy. As the saying goes, people do business with people they know, like and trust. Dedication to customer service is a significant differentiator.

3 TRAIN STAFF

“Why can’t I get one of those online eye exams?” A well-trained staff should be able to correctly answer this question: “An online refraction produces a spectacle prescription, but does not examine the health of your eyes, such as whether you have age-related macular degeneration. Dr.____ doesn’t want anything to get missed.”

4 EDUCATE THE PUBLIC

To combat the patient’s limited perception of an eye exam, the onus is on you to educate and inform. Obviously, this can be addressed in the exam room, but broadcast this message through marketing channels as well, such as social media, email and your website. Focus on the health aspects of an eye exam.

5 GET INVOLVED

Recently, I interviewed two O.D.s involved in anti-online refraction legislation. Both were successful in getting laws passed in their respective states, and nearly a dozen states have similar legislation in place. Independent optometry is up against some heavy hitters with deep pockets, but we are seeing success on a grass roots level. It’s critical we get involved. This is not about being anti-technology; it’s about the patient’s health and upholding the standard of care. Find out who your legislative chairman is within your state, and ask how you can get involved. OM

DR. VARGO serves as Optometric Practice Management Consultant for IDOC. 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.