Consider these four action steps to remain current

Much of what we do in the optical is built off experience, routines, and reliability. While innovation can often be a disruptor to all these items, it’s important to recognize that embracing innovation is crucial for the survival of one’s optical. After all, innovation has led to new frame designs, lens materials, product displays, lab communication, and even how we take patient optical measurements.

Here are four steps to create a culture that supports and adapts to innovation:

1 CHOOSE A CHAMPION OF INNOVATION

It is helpful to have a “plugged-in” leader, or someone who is naturally skilled at staying connected to new industry developments. Perhaps this person frequently attends optical conferences, reads trade publications, such as Eyecare Business,* or is connected to other industry early adapters. Note: This person doesn’t have to be the “implementer,” but their exposure to new technologies is helpful in making a practice progress. Before an optical can implement a new innovative technology, they must know it exists in the marketplace.

2 SPREAD THE WORD

Communication is crucial, as the innovation is only as good as the staff’s buy in to it. Specifically, the team needs to hear why it is being implemented, an explanation of the problems it will solve, and what the goals and training plan are for the innovation.

To accomplish this in my practice, I first communicate what the innovation is and describe how it works. Then, I explain how the innovation is different than other products/services/systems currently on the market, and I give examples demonstrating how it will solve problems or create solutions to the current status quo in the optical. Next, we have a group discussion on what this looks like for implementation within the office and we discuss the details of office flow, patient scenarios, and hypothetical questions.

3 EDUCATE PATIENTS

I have found that patients like to go to the optical that embraces innovation because they are interested in the latest frame styles and lens technologies available to enhance their lifestyles. Innovation solves problems, improves efficiency, or generally makes the status quo better. Patients want that innovation.

ODs should educate patients on the innovations in the optical. For example, a while back, we brought in a new progressive lens design that was easier for patients to adapt to and provided a wider viewing area. This lens technology immediately led to second-pair progressive sunglasses and referrals from a patient’s entire residential street.

4 EMBRACE FAILURE

Lauded innovator Thomas A. Edison (the incandescent electric light and phonograph) famously said, “I have not failed. I’ve just found 10,000 ways that won’t work.” I have found the biggest risks often lead to the biggest rewards. It’s OK and even valuable to “try, try again.” Business is all about pivots. If an innovation doesn’t jive, simply pivot to a new implementation strategy, or move on to the next. OM

*Eyecare Business is a sister publication of Optometric Management magazine.

DR. QUINT is a co-owner of Smart Eye Care in Maine. She is passionate about entrepreneurship and optometric practice management. She was the 2019 Theia Young O.D. Award winner and consults for Allergan.