CONSIDER THE POSITIVES IN YOUR DECISION TO OFFER MEDICAL SERVICES

I HAVE A GREAT friend, a colleague, who has a wildly successful practice. His financial statements are great, I hear about his awesome practice and how it’s growing, but what I most admire is that this doctor knows himself. In this day of scrambling after the latest practice trend, or piece of equipment/technology, or trying to bill the newest procedure, this doctor says, “Nah, not for me.”

He “just” sells glasses and does “regular” eye exams. All medical visits are referred out. He doesn’t dabble in medical services at all . . . but maybe he should. Or, at least, consider these positives:

A WIDER SCOPE OF CARE

When you offer the ability to not only prescribe glasses and contact lenses, but also treat red eyes and glaucoma, you truly become the comprehensive eye care practice many patients are looking for today. Your patients feel cared for, and all their history, related to both vision and eye health, is in one location. Their complexity as patients and the many layers of care that you provide keeps them loyal to the practice.

YOU ARE THE ONE TO “CATCH” THE THING

I screen the majority of my patients for early-onset issues: dry eye, glaucoma and AMD, for example. With the technology in my practice, I can literally say I’ve saved patients’ vision due to early detection. Now, that doesn’t mean I’ve not referred them to more specialized care, but I was the point of detection and the decision-maker for their overall eye health. That’s powerful.

YOU GIVE PATIENTS OPTIONS

Now, just because I have medical services and skills to offer, doesn’t mean all of my patients take me up on them. For example, I have plenty who refuse further testing, or scoff at preventative care.

However, I always give them the education and opportunity to move further, do more for their eyes, and, as I always say, “I’m here to give you the best information so you can make an educated decision.” The patient goes from there. I wouldn’t be able to do this without the medical services I offer.

Now, I don’t want to ignite a medical-vs.-non-medical practice setting argument, because I do believe that both have a tremendous positive impact for patients’ quality of lives. The fantastic aspect regarding the optometric profession is that you can choose to do both, or one . . . or none. I only ask that you consider. 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.