GIVE YOURSELF THE GIFT OF TIME BY RECRUITING AND HIRING AN ASSOCIATE

ONE OF THE TRUE turning points in practice ownership is hiring an associate. I say that because the average O.D. spends more than 80% of his or her time examining patients, according ECP University (ecpu.com ).

One of the biggest challenges of owning a practice is carving out adequate time to manage the business. Hiring an associate allows you to replace yourself, thereby giving yourself back a tremendously valuable asset — time! Consider the following five items when adding an associate.

EVALUATE PATIENT DEMAND

“When are you ready for an associate O.D.?” The answer lies in patient demand. If you’re booked out several days to one week, you may be ready for a part-time associate. If you’re booked out past two weeks, you can probably hire a full-time associate. Being booked out for two weeks or longer is a good problem, but a problem nonetheless if patients are not willing to wait that long.

CREATE AN “ATTRACTIVE” AD

The keyword here is “attractive.” The majority of job ads I see focus primarily — and sometimes exclusively — on what the employer requires. These ads mention very little about why this job is a great “opportunity” for the right candidate. For example, you might provide quality-of-life information about your employees or the fact that the practice offers the associate state-of-the-art diagnostic equipment and facilities.

Alongside the growing number of individuals graduating from optometry school, there also has been a boom in the number of employment options for O.D.s, creating a shortage in some areas.

“In our thousands of conversations with administrators, recruiters, HR managers and doctors, the overwhelming feedback is that it’s difficult to recruit O.D.s, especially in rural markets,” says Brad McCorkle, founder of the online job site Local Eye Site. In a tight job market, you have to “sell” the position!

SPREAD A WIDE NET

Taking in to account the above mentioned regional scarcity, it benefits you to spread a wide net with your recruiting efforts. There are numerous options for posting job ads, including state associations, optometry schools and eye care-specific job boards. Also, mention to colleagues and sales reps that you are hiring.

COMMUNICATE EXPECTATIONS

Recently I spoke with a self-described “stressed out” O.D. She was overwhelmed and needed an associate, but was concerned that another doctor would not deliver the same level of care and service as she does. I typically don’t recommend attempting to manage another doctor’s clinical abilities, but I think it’s a fair expectation that a new hire, as an employee, adapts to the systems and brand you’ve worked hard to build. Clarify these expectations on the front end.

Another common complaint from practice owners is that the associate does not produce at the same level as the owner. To combat this, again, clear expectations need to be provided at the outset.

Also, track important metrics, such as average revenue per patient and optical capture rate. These numbers should be consistent among the doctors.

MEET FREQUENTLY

Meet frequently with your associate O.D. to review performance and address any reasons for the associate O.D.’s lack of production. 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.