Technology has always been a big part of how I practice optometry. In fact, many years ago when I was leasing space inside three Walmart vision centers, I made my first equipment purchase. At that time, my goal was to build my patient base, so I invested in an autorefractor that also tested visual acuity. The device sat on a table with wheels, so I could roll it into the optical during the busiest times. My team screened anyone who was willing and offered to schedule eye exam appointments for them. It was a huge success; one that allowed me to talk to potential patients about the importance of an eye exam and, in turn, schedule them.
Consistent with practice goals
Fast forward to 2002, and I now owned my private practice in my hometown. My first investment was a retinal camera, followed by an ocular coherence tomographer (OCT). As with the autorefractor, I established a goal and a reason for the investment:
• GOAL: To invest in the available technology necessary to better serve my patients. (In this case, the devices provided me with the tools to aid me in the early diagnosis of disease and detection of disease progression).
• REASON: To create a revenue stream.
Tech’s hidden benefits
With every purchase thereafter, I realized there were hidden benefits. First, the right technologies provided increased efficiencies. Second, there was perceived patient value. For example, I never tire of hearing patients say how impressed they are with all my practice's technology. They confirm that the technology is one of the main reasons they choose my office for their eye care.
A new age
We live in a very interesting time for tech: There is something new of value introduced every few months.
So, how do we know what to buy and when to buy it? The criteria I consider today are much the same as they were when I first started practicing. The only difference is a minor change in their order of importance:
1. What technology do I need to better care for my patients in every area in which I specialize, such as:
A. Myopia?
B. Retina?
C. Dry eye disease?
2. What technology will allow me to show value to my patients?
A. Image management software?
B. Patient communication software?
3. What technology do I need/want to be able to expand into a new focus to serve my patients?
(Note that the answers provided to questions 1 and 2 are based on the criteria developed for my practice. Your answers may differ.)
You may have noticed that return on investment (ROI) is missing from my reasons-to-buy list. That’s because I have learned that when the technology brings value to my patients and satisfies the criteria above, it, in turn, brings ROI to the practice.
Time to invest?
So, when is it the right time to invest in technology? Once you set a goal and map out the path to implementation, you are ready to make the purchase. Join me in continuing to bring technology to our practices, so we can bring value to our patients. OM
Email: april.jasper@broadcastmed.com
Twitter: @DrAprilJasper
Facebook: @OptometricManagement
