A wise practitioner once told me that being a provider for both vision and medical plans simply allows us access to patients. That is, patients who choose providers based on our “in network” status will keep our schedule full of appointments. However, to capitalize on the full schedule, we must provide services, products, and an experience that keeps patients coming back for more. And just as important, an outstanding patient experience will generate referrals that allow for significant practice growth.

Medical services and the optical are two areas that can positively impact patient care, the patient experience, and revenue. Consider these examples:

SPECIALTY CARE: RAISE THE BAR

In terms of service, all patients expect a refraction, some medical testing, and a summary of their general eye health. Let’s be honest, the bar is low! However, there are numerous touchpoints during the scheduling, pretesting and examination that will allow our patients to realize that we have something special to offer. The special offerings include:

• Service 24/7. I always end my exam by letting any new patients know that my service to them does not end after their eye exam. I explain that we have a doctor on call 24/7 and are happy to assist in the event they or a family member has an ocular emergency. I let them know that we are local doctors, and we will have their backs in the event of an ocular injury, foreign body, pink eye, or other concern.

• Specialty services. In our office, these services include myopia management, dry eye disease (DED) care, and monitoring age-related macular degeneration (AMD). Finding ways to discuss these services during the patient’s time with our eyecare team is a great way to be sure patients know about our areas of specialization. (See “More on Specialty Services,” p.45) For example, we encourage parents of young children to have their children examined; we explain one doctor is amazing with children. We discuss myopia management with folks who may benefit or may have children at a higher risk for the condition.

We discuss our meibomian gland dysfunction treatment and Dry Eye Center of Excellence with patients suffering from DED. We also review our commitment to diagnose and monitor AMD with those who have a family history or describe a parent or loved one suffering from this potentially blinding condition.

• Specialty contact lenses. We discuss our love of everything contact lenses: scleral lenses, multifocals, toric lenses, and orthokeratology. Talking up the services that make our practice unique and showing patients that we are skilled can keep our practice top-of-mind if/when a patient problem arises.

GAIN AN EDGE IN THE OPTICAL

When maximizing revenue and patient satisfaction, it is critically important to look at the optical. Here’s why: A high percentage of our patients have a third-party plan that provides reimbursement for a portion of a single eyewear purchase. However, it is always our goal to offer our patients numerous eyewear options, which improves patient satisfaction and practice revenue. Very few patients will be successful utilizing a single pair of glasses for all their visual needs, especially given the countless hours patients now spend on digital screens.

Our front desk staff requests that patients (especially new patients) bring in all the eyewear that they have used in the past year. This request sets the stage for a conversation about how and why patients use the glasses/contact lenses. It also provides our team with a lead-in to a conversation about how our eyewear offerings may differ in quality and visual results compared to their current eyewear.

• Situational glasses. We proactively discuss the benefits of what I refer to as “situational glasses” — that is, eyeglasses used for specific tasks, such as reading music, playing golf, working on a computer screen, etc. Oftentimes, the patient will need these glasses in addition to his/her “everyday” glasses. For example, most of my patients who are prescribed a pair of progressive addition lenses (PALs) are also offered a pair of blue-blocking computer glasses. I explain the limitations of most PAL designs, and most patients appreciate knowing they have other great options that may be easier to use and more ergonomic.

• Contact lenses. I offer contact lenses to every patient who is a good candidate and has a healthy ocular surface. I prime the pump by simply asking, “Are there any times during the week when your spectacles get in the way of you comfortably completing certain tasks?”

Unless they are afraid of putting lenses in their eyes, most patients can name hobbies, sports, or other activities in which contact lenses would be advantageous. I find it astounding how often a spectacle-wearing patient confides that they have never been offered contact lenses.

In my experience, many part-time contact lens wearers love the freedom and convenience of this option. The contact lens wearers in our practice return more frequently for their eye exams, are generally happier with their vision, and spend considerably more money than spectacle-only wearers. Happy contact lens wearers keep the appointment book full without the need for an outsized marketing budget. I explain to every contact lens patient “my three C’s” to get right: clarity, comfort, and convenience. If I can check those three boxes, both of us will be happy with the performance of their contact lenses!

It is important not to pigeonhole patients as strictly spectacle wearers or contact lens wearers. Offering spectacle wearers single-day contact lenses for part-time use, and contact lens wearers spectacle options for computers, gaming, or near hobbies is a great way to educate patients that there may be other vision correction options that will increase their comfort, acuity, or both. Unless we offer these options, patients may not know they exist.

GETTING EVERYONE ONBOARD

Patients in our exam chairs create an opportunity to educate, invigorate, and innovate our approach to patient care. Therefore, It is important to lay the groundwork for practice growth by getting all staff members and doctors on board with areas within the practice that are ripe for growth.

Building scalable systems that allow for effective training, communication, and even interoffice referrals is critical for success. For example, I offer all my keratoconus patients a scleral lens fitting, but then refer them to one of my associate doctors because I don’t fit cones often enough to be confident in this ever-evolving area of expertise.

In the same way, my associates often send me their patients who have dry AMD, since this is an area of specialization in which I feel very comfortable.

Additionally, having a well-trained office staff that can effectively communicate how we will meet the lifelong needs of our patients allows for a great experience for both the patient and the practice; and leads to the practice growth its owner desires.

REMOVING THE STING

In closing, thinking of our third-party payers as partners in our ability to grow a practice takes the sting out of the lower-than-we’d-like reimbursements we receive for our eye care services. After all, once a patient enters our office, it becomes our job to provide services, a retail experience, and specialties, all of which help guarantee those future visits and word-of-mouth referrals. OM

DR. EARLEY serves as a therapeutic optometrist at Northeast Ohio Eye Surgeons in Medina, Ohio, where he spent 23 years as vice president/secretary, and was the director of human resources. He is the clinic director of Bright EyeDeas Vision Clinic, a free clinic serving the uninsured, and a member of the AOA and the Ohio Optometric Association. Dr. Earley speaks nationally on specialty contact lenses, macular degeneration, dry eye disease, and practice management. He is a consultant for Alcon, and serves as a KOL for Notal Vision, and MacuHealth. Email him at tearley@neohioeye.com.