Health care reform, and the ever-changing expectations of eyecare patients means the challenge of change. The past year saw nuggets of successful change shared on topics such as competing effectively with online retailers; making the most of (rather than fearing) telemedicine; honing services to provide products to combat blue light; investing in technology to provide full-scope medical eyecare; and how to protect your practice as you co-manage with other health care providers.
Eight Ways to Compete with Warby Parker
By Lisa Shin, OD
Keys to Success
INVEST IN YOUR OWN E-COMMERCE STORE. Invest in an e-commerce store for 24/7 shopping such as VSP’s online portal, Eyeconic.
CUSTOMIZATION FOR SPECIALIZED AND PERSONALIZED EYEWEAR. Start your patients with a lifestyle questionnaire and utilize a digital measuring device to provide the precision and accuracy necessary for today’s high-tech lenses.
CONNECT WITH YOUR PATIENTS IN FUN AND MEMORABLE WAYS. Use YouTube videos to respond to Twitter questions and communicate the message, “We’re super-excited about getting you our amazing glasses.”
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Smartphone Eye Exams: How Will ODs Adapt?
By Brian Chou, OD, FAAO
Keys to Success
ASSESS OPPORTUNITY. Think of ways mobile medicine, accessible on your patients’ phones, could benefit them and your practice.
LISTEN TO PATIENTS. Listen to patient comments or questions about remote access to your office, and see what (if anything) you can accommodate.
MONITOR. If you choose to try offering mobile access to you and/or your staff, give it a trial period to assess if it’s working, and how to better serve and protect your patients..
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Be the Blue Light Expert for Your Patients
A video with Tommy Lim, OD, and Andrew Karp, Group Editor Lenses & Technology, VM and 20/20
Keys to Success
ASK ABOUT PATIENT LIFESTYLE. Both through conversation with the patient and a lifestyle questionnaire, ask how much time the patient spends with digital devices, including their laptop or desktop computer.
CUSTOMIZE SOLUTION. Offer patients a lens material and lens treatment that suits their particular needs.
OFFER EDUCATION. Include information on your practice web site and in your office about the dangers of blue light, and the products you have to combat the risk.
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Digital Retinal Imaging: Present Care Benefits & Patients Accept a Screening Fee
By Eric M. White, OD
Keys to Success
PRESENT AS PART OF PRE-TEST. Make retinal imaging a part of pre-testing and then have the doctor follow-up in the exam room.
EXPLAIN IMPORTANCE. Explain conditions it helps you to screen for and why it is worth the out-of-pocket expense.
TRAIN STAFF TO DISCUSS. Train staff on why it is important from a medical eyecare perspective, so talking about it becomes second nature.
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Co-Management: Three Common Scenarios to Legally Protect Your Practice
By Pamela Miller, OD, FAAO, JD, FNAP
Keys to Success
PERSONALLY WRITE OR CALL DOCTOR. Write, send diagnostic images and call doctors you refer patients to, especially in cases where sight and health are threatened.
FIND RIGHT DOCTOR FOR PATIENT. Not just the doctor with the skills, but the doctor who takes the kind of insurance the patient has, including if the patient is on Medicaid.
FOLLOW UP WITH DOCTOR & PATIENT. If you don’t hear back from the doctor and patient, reach out to both, and emphasize the need to see the patient back in your office.
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