The efficient management of an optometry practice is essential for ensuring a positive patient experience and enhancing the business side of a practice. One crucial aspect of efficient management is assigning certain responsibilities to associates.
This article discusses the responsibilities I recommend delegating to associates and why.
Administrative back-up
Administrative tasks encompass various aspects of practice management, such as verifying insurance, filing claims, and working on insurance denials.
Having insight into the insurance process, as an example, helps associates grasp the nuances of denials, so they can collaborate with staff to ultimately decrease their occurrence, which leads to more efficient operations and improved revenue management.
Additionally, for our associates who would like to become a partner in the practice, this gives them an opportunity to increase their net revenue with proper billing and coding.
Industry representative meetings
Associates can meet with industry representatives to learn about and explore new products and share their knowledge and experiences with senior doctors, who can then decide whether to prescribe or offer something to the patients they see.
Our associate doctor recently attended an industry education session focused on myopia management, an area I’m particularly passionate about, especially orthokeratology. Upon returning, the associate brought back invaluable knowledge about soft contact lenses and how to effectively implement them within our practice. The associate’s newfound expertise enhanced our ability to provide comprehensive care and empowered us to better communicate with our patients about myopia management options. This addition to our practice has already proven to be immensely beneficial for our patients, as we strive to address their vision needs with the latest and most effective treatments available for their myopia.
An additional benefit: Associates get a first-hand view of the latest innovative products and services, which expands their knowledge and expertise in eye care and creates job engagement.
Staff training
Associates can provide training in various areas, including in pretesting techniques, specialized procedures, such as in-office dry eye disease (DED) treatments, and in clinical skills, such as contact lens insertion and removal.
By providing comprehensive training, associates ensure the entire team understands and performs the precise standards and practices that create exceptional patient care. Additionally, this streamlines the flow of operations, which leads to increased patient satisfaction and loyalty.
Our associate doctor took the initiative to educate our staff on the complexities of DED, recognizing its prevalence and the need for comprehensive care. Not stopping there, they even facilitated the certification of one staff member in radiofrequency treatment for DED, a cutting-edge therapy.
By involving both the doctor and an industry representative in the training, our staff received firsthand knowledge and insights directly from the experts. This proactive approach enhanced our team’s understanding of DED and enabled them to allocate more time to educate patients about this condition during visits. As a result, our practice is better equipped to provide personalized care and support to individuals suffering from DED, ultimately improving their quality of life.
Overseeing specialty clinics
This includes meeting with other doctors in the community, such as ophthalmologists, primary care physicians, naturopaths, and rheumatologists, to build a robust referral network. Associates can also visit these practices with treats as a friendly gesture, fostering collaborative relationships. Associates who take the initiative to meet and work with other community doctors can help grow these clinics and attract more patients who have specific needs.
By actively engaging with fellow practitioners, our optometrists contribute to the overall health and well-being of our patients, creating a positive ripple effect that ultimately benefits the growth and success of our practice.
Our associate doctor recently delighted a pediatrician’s office with a visit, bringing along a popcorn tin, cookies, and referral forms. The pediatrician was thrilled to learn about our optometrist’s willingness to see children, a service they had previously lacked locally. The following week, we received 11 referrals, and we assured the pediatrician’s office that we would promptly communicate regarding each examination.
Social media management
Because associates are particularly knowledgeable in the medical areas of the practice, they are well suited to take on this role when it comes to promoting new treatments for various ocular conditions and engaging with patients who may be interested in them.
Our team leverages the power of platforms, such as TikTok, Instagram, and Reels to deliver engaging and informative content. Through captivating videos and posts, they connect with our patients on a personal level and empower them with valuable knowledge to make informed decisions about their eye care. Additionally, these posts have led to attracting and retaining new patients.
Increasing success
Because tailoring delegated responsibilities allows for more engaged and, therefore, effective associates, I highly suggest aligning their responsibilities accordingly. For example, if your associate has a zeal for analytics, consider turning over the monitoring of key performance indicators to them. You could even take it a step further by inviting the associate to create personal and professional growth plans based on the numbers. Keep these items in mind: Associates can contribute more effectively when their responsibilities are tailored to their skills and interests. Assigning tasks based on skills ensures associates are handling responsibilities they are competent in, reducing the risk of errors or oversights. OM
