By Peter G. Shaw-McMinn, OD
March 23, 2016
In the 30 plus years I’ve been listening to practice management lecturers, the one thing I have not heard is to close your practice to new patients.
Yet, for most of us that should be the goal from the outset. I say that should be a goal because most of us went into optometry seeking a close relationship with our patients…a relationship in which we see them on a continual basis as a primary care provider.
I read the article by Brian Chou, in an issue of ROB, titled, “Should We Start Rating Our Patients?” It reminded me of the time I began ranking my patients.
I had suffered a severe car accident which prevented me from practicing for four months. During my convalescence, I determined I wanted to reduce my patient time to 20 hours a week in the practice to spend more time with my growing family. At the time my wife was pregnant with our fourth child.
I already had a full schedule and two other part-time doctors in the practice, so my dilemma was which patients to keep and which to give to the other doctors. Important to note, I was able to divert new patients to other doctors in my practice.
My goal as an OD had always been to be “an old fashioned country doctor,” who got to know his patients on a personal basis, did house calls and became a part of their lives.
So, I chose patients on the criteria that:
1) They were interesting cases
2) They heeded my prescribed therapies
3) They were particularly likable
4) I felt a loyalty to them despite not meeting the other criteria
Limiting my patient load resulted in patients who came in year after year like an annual reunion. They knew I would have the latest instrumentation and prescribe them the latest technology. The staff got to know them personally, and the patients were a joy to work with. Everyone looked forward to coming in on the days I saw patients because we would have such a good time. The office also received more income per patient as the patient learned to trust us about the value of the latest technologies in contact lenses, spectacles lenses, drug treatments and services.
In the end, I realized all doctors should have a goal of closing their practice to patients they like; whether they be returning primary care patients, limited to glaucoma patients, or new challenging patients they eventually refer to others in the practice for primary care.
In my case, the last 32 years have been full of delightful annual reunions full of hugs and handshakes. And as my patients have died, or moved away, my number of patient hours have naturally been reduced heading me toward retirement.
Wouldn’t you like to see patients who are thrilled to see you and happy to adhere to your prescribed therapies? What are you doing to reach this goal?
Peter G. Shaw-McMinn, OD, is an assistant professor of Clinical Studies at the Southern California College of Optometry. He is the senior partner of Sun City Vision Center, a group practice including five optometrists. Dr. Shaw-McMinn has served as chairman of the AOA Practice Management Committee and the Association of Practice Management Educators. He was the appointed Benedict professor in Practice Management for the University of Houston College of Optometry for 2001-2002. To contact: shawmc1@me.com.
