Meet expanding needs for patient care, even during COVID

This issue of Optometric Management looks at a variety of ways that practices can expand their offerings to better serve patients, even during COVID-19. Such change can be challenging to achieve. According to many business experts, the solution for implementing change, especially during a crisis, requires forward-thinking leaders who demonstrate commitment, flexibility and engagement.* These are some of the qualities reflected in the contributions to OM this month.

COMMITMENT IS THE STARTING POINT

The first step in any change is commitment, as Dr. Stephanie L. Woo discusses in “Expand Through Specialty Contact Lenses” (p.16). In discussing why “you must fully invest in this cause,” in this case, specialty lenses, Dr. Woo says that “dabbling” won’t help because you must constantly practice your skills to branch out.

The decision to expand services requires a solid, metric-based approach to finances, writes Dr. Nadia Virani in “Build Out Your Metrics” (p.20). Dr. Virani recommends focusing on two metrics, gross revenue per patient and revenue per working hour.

Along with commitment and a financially sound approach, expansion also requires perseverance. In “How to Market Your Niche” (p.24), Dr. Joseph LaPlaca discusses how he overcame long hours and rejection to create a sports vision niche. Dr. LaPlaca notes that optometrists are perfectly positioned to be the experts in sports vision, “but only if we do the work.”

With more than 313 million Americans using the internet, according to Statista.com, it’s appropriate that digital eye strain (DES) continues to attract attention as an area to expand care. Drake W. Lem and Pinakin G. Davey, O.D., Ph.D., present a research-based summary of DES in “Tackle Digital Eye Strain” (p.30). The first step in DES management is a comprehensive eye exam, note the authors.

Expansion is one of several themes presented in “2021 Business Plans” (p.36). In this article, Senior Editor Shannon Simcox shares the perspectives of 14 leading optometrists as they discuss goals for the coming year. In addition, each O.D. also describes the products and services that will help them achieve success as they move forward. OM