Make the time and use it wisely to scope out innovations

With patient care, the day-to-day business of operating a practice and, of course, family and free time, it can be tough to travel to one or more of the eye care-related trade shows. For others, the purpose of attending is often networking or CE. Regardless of which camp you’re in, attending one or more of these events and scheduling time on the trade show floor, in particular, is crucial to the health of your practice.

Let me explain.

INNOVATIONS

Arguably, one of the criteria patients use to determine their eye care provider and whether patients are going to make a purchase in that eye care provider’s optical is innovation. Specifically, the eye doctor who stays current on the latest technologies in the areas of diagnostics, therapeutics, as well as spectacle lenses and frames. Knowing that the optometrist can be relied on to provide the latest advances in these areas binds patients to that optometrist.

Eye care-related trade shows allow the OD and their one or more optical staff to not only see the latest available innovations but also what’s coming down the pike. What’s more, the OD and their one or more optical staff get to try it out in person. At one such trade show I recently attended, I became aware of touch-free measuring devices, and virtual reality simulation tools, among other optical technology. Embracing such innovations can often create an unforgettable patient experience, more income for the optical, and a competitive advantage.

PLANNING

So, how can the optometrist get the most out of a trade show floor? The answer is to make a list of what may be needed for the optical, the companies that may offer it, and the budget for it.

Next, the OD can obtain a list of the exhibitors and their booth numbers from the trade show website. This is so they can map out where they want to go, the time they want to spend, and who else, if anyone (e.g., optician), they’d like to bring along.

It can sometimes be challenging deciding what technology to add. To keep it simple, I ask myself four questions when deciding:

1. Does this technology have an immediate return on investment?
2. Will this technology enhance the patient experience or improve quality of care?
3. Is this technology on brand for the optical?
4. Can the practice afford this?

If I answer “yes” to all four questions, I add the technology. (For more information on adding equipment to your practice, see this month’s feature “Consider These Criteria for Purchasing New Technology,” on p.14.)

CONTINUOUS CONTEMPLATION

The optometrist should always be thinking about what new technology they may need, and using resources, such as Optometric Management’s “What’s New” page, to make a list for that next trade show. Happy travels! OM

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.