Over the last 10 years of practice, I’ve morphed my services from the traditional eye exams/glasses/contact lens model into expansions of specialty services. The challenges and logistics of introducing something new to the practice include possible capital purchases (although, sometimes even that is very minimal) and getting the word out about the new service. How do you begin to inform patients about new services?

A DOSE OF PATIENCE. . .AND A BIT OF GRIT

The process of offering a new specialty is exciting. It begins with the stress that comes with the plan of action, which builds your anticipation. Then, you start to roll things out, and . . . it’s kind of slow. Possibly the specialty isn’t picking up quite as fast as you anticipated. Don’t give up; the patience it takes to really persevere and dig in is why so many doctors don’t expand into specialties. That’s why they’re special, right?

For a bit of understanding why some succeed and others do not, watch Angela Lee Duckworth’s Ted Talk on those who have grit (https://bit.ly/1XBHWfI ).

START TALKING

The best source of patients that will now partake in your new specialty are most likely your current patients. Remember, it can take time for them to know, understand and embrace the new service. As an example, at my practice, I noticed that it can take time for patients to truly appreciate the value of preventing a disease process from starting or getting worse, especially if they are relatively asymptomatic. This applies to dry eye, for instance, and even myopia control. The value of lessening risk for future benefit takes “training” in mindset. Keep at it. It can literally take years, but it will pay off.

VIDEO IS WHERE IT’S AT

I don’t know about you, but if I can ever watch a video that explains something to me, be it a product, service, treatment, etc., it’s much preferred to reading text. And truly, it’s more personal. I find that generating that trust factor with patients is invaluable, and if they can see and hear you educating them on your new specialty, it elevates their decision-making. I have some videos, but I plan on making more highlighting my specialties at my practice. I will be using some professional production (not as expensive as it sounds), as well as organic videos made from my smart phone. Posting on your website, pushing to social media, or a YouTube channel for your practice, and linking them altogether is the goal. If patients can be directed by staff or you, as well, to find out more information, all the better.

ALL ABOUT THE STRATEGY

Employ a variety of strategies to successfully launch a new service at your office; some techniques go without mentioning, but don’t forget these essentials to push your practice to success. OM

DR. WESLEY practices at Complete Eye Care of Medina, a Vision Source practice, which she opened in 2008. She was honored as Minnesota’s Optometrist of the Year in 2011. Email drwesley@cecofmedina.com.