Make a consistent pitch throughout patient interactions
While all optometrists would like to have a 100% capture rate, that’s unrealistic. But, there are steps that optometrists can take to maximize the chances of capturing each patient. The groundwork should begin before patients even set foot in the office, continue during their visit and go beyond the boundaries of the premises.
Here are steps to take to increase capture rate.
BEFORE THE APPOINTMENT
When patients are called regarding upcoming appointments, let’s make sure staff asks them to bring all their current eyewear. This includes everyday spectacles, back-up spectacles, sunwear, readers, etc.
DURING THE VISIT
During the patient’s visit, let’s have all eyewear carefully inspected. Notes should be made on the condition of the frame(s), defect(s) in the lenses, and on the integrity of the AR coating. If any are defective, the optician or technician should point that out. This will help make patients consider that it may be time for an upgrade, even if their prescription doesn’t change.
When discussing lenses, the optician (or the optometrist) can mention how lens technology has improved and about the office’s warranty policy. Many times, an inferior-quality AR product may have been used, and this is a chance to discuss improved treatments: The advances in lens treatments now provide a higher quality AR, which is much more durable and resistant to smudges. My practice offers a two-year warranty against scratches, proven to be a great selling point.
If the prescription has changed, it is not only important for the optometrist to inform the patient, but it’s even more impactful to demonstrate the improvement. If the office is equipped with an automated phoropter, let’s show the patient a comparison between the old and new prescription. A trial frame also can achieve this, although not as seamlessly. Let’s point out how a minute change can be very impactful when it comes to night driving.
Let’s not limit ourselves to current spectacle wearers. Many of our contact lens patients either have no glasses or their current pair is several years old. At their annual comprehensive eye exam, let’s point out how important it is to have the proper back-up eyewear. This may get the patient thinking about a potential purchase.
AFTER LEAVING THE PREMISES
Once patients have left the office, several steps can be taken to recapture sales. If we have any of the recall systems commonly used in conjunction with EHR, we may have the capability to send out email blasts. Social media also can be used for this purpose. Connecting with the patient on either platform is a great avenue to discuss additional variables for which a patient may need eyewear that we offer.
The topic of blue light exposure is an example of an email and/or social media post that is prevalent today: A text or video can be used to educate the patient on the increase to blue light exposure that can come with working from home, virtual meetings, video game play and the extra general screen time most of us are experiencing lately.
In addition, my practice holds a trunk show every six months (on hold now, due to social distancing). My patients have learned that with our sale prices, it’s a great time to pick up the newest style or that second pair. (Let’s make sure we have a good relationship with our frame reps and speak to our labs to help with discounted prices.)
SET THE GROUNDWORK
While the idea is to try to make sure our patients purchase their eyewear at the time of the exam, it doesn’t mean all is lost if they leave empty handed. By setting the proper groundwork before, during and after their visit, we can increase the chances of capturing that “lost” sale. OM
