These lessons can make a difference long after the pandemic is over

With so many bad things related to dealing with the tragedies brought on by COVID-19, you might think it impossible anything good could have come from it. But as with any negative event, there is always something we can learn. Six basic COVID lessons really stood out for our consulting team.

1 DURING GOOD TIMES OR BAD, YOUR PRACTICE BRAND AND CULTURE ARE SACROSANCT.

No matter what gets thrown at you, resist the temptation to change this core foundation. You can always change strategies and tactics, and may have done so in order to survive. But those practices faring the best made those process changes by being firmly rooted in an unalterable brand.

Apple was one of the first major companies to voluntarily close nearly all their retail stores. Why? Not because, “They’re big, so they can.” “Big” means that closing costs even more. They did it because doing it early was in lockstep with being leaders and being innovative — while keeping a focus on their employees and customers. Closing early was Apple to the core. Bad pun, but relevant.

2 YOU CAN DO MORE WITH LESS, SO KEEP DOING IT.

Industry data showed that once most practices were nearly fully reopened by July, most were at or above July 2019 revenues. Yes, this was likely due to pent-up demand. That said, don’t ignore that in nearly all practices, social distancing mandated seeing fewer patients compared to the same time period in 2019.

So, in effect, most of us saw fewer patients and made more money. Smart docs will get analytical to try to determine why. Once they do, they’ll discover that labor costs went down, while patient buying patterns increased in numbers and dollars.

3 COMMUNICATION WITH PATIENTS WAS, AND CONTINUES TO BE, IMPORTANT.

During the thick of the COVID mess, savvy docs were routinely and honestly communicating with patients to let them know they were available for emergency care and were prepping for a safe reopening. Patient feedback about the amped-up communication was overwhelmingly positive. Given that, keep communicating!

4 CONTINUE USING TELEHEALTH.

Virtually unused before the pandemic, optometry stepped up our use of telehealth in literally a mater of days. Most of us viewed it as a conduit to survival. However, now with less stress to use it, many have stopped. That’s a mistake that should quickly be corrected. Patients will continue to appreciate the convenience.

Since technology abilities will only increase, now is the time to make telehealth a routine part of your practice.

5 YOU CAN TAKE TIME OFF.

Many of us were closed for almost three months. Yet, our annualized incomes will be less than a corresponding 25% drop. Yes, patients had few choices and couldn’t see any eye doctor. But, getting back to your brand, if they’re continually engaged with a strong brand, they’ll wait a few weeks to see you when you decide to take some real time off.

6 OPTOMETRY IS RESILIENT.

I don’t think any business is recession or pandemic proof. But I also think we aren’t getting through this solely on luck. Rather, it’s because we provide a much-needed service to our patients that will continue no matter what is thrown at us.

Taking these six lessons to heart will make a big difference in your practice, long after this disaster is only a memory. OM

DR. GERBER is the president of the Power Practice, a company specializing in making optometrists more profitable. Learn more at www.powerpractice.com , or call Dr. Gerber at (888) 356-4447.