Effective delegation strategies for optometry leadership and practice growth
By Barbra Dey,
Dey Ophthalmic Consulting
Oct. 30, 2024
In the fast-paced world of optometry, the ability to delegate effectively is a crucial skill for practice owners and managers.
As optometry practices grow and evolve, internal promotions often elevate skilled opticians or technicians to leadership positions.
These newly minted leaders excel because they mastered the skills of an experienced ophthalmic technician, optician or billing specialist.
However, a common challenge arises when transitioning from task expert to strategic leader, a phenomenon sometimes referred to as the ‘Expertise Trap.’
On a recent visit to a client, I recognized the necessity for the manager to offload many of these tasks that were significantly limiting the time available for key long-term growth plans for the practice.
This manager felt that no one else could perform these tasks to their standards, leading them to continue doing it themselves. I needed this manager to move from being so tactical to being a strategic leader.
This is hard, and cannot be done quickly, but is so important for any practice that wants to reach higher goals.
The Role of Owner-Doctors in Developing New Managers
Owner-doctors play a pivotal role in guiding newly promoted managers through this transition. It’s essential for practice owners to recognize that the skills that made an individual an excellent optician or technician may not necessarily translate directly into effective leadership.
Therefore, investing time and resources into developing these new leaders is crucial for the long-term success of the practice.
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Here are specific ways owner-doctors can support their newly assigned managers:
- Provide Leadership Training: Offer formal leadership training programs tailored to the optometry industry. This could include courses on team management, conflict resolution and strategic planning in an eyecare setting, all of which are readily available through annual optometry meetings and vendor-sponsored courses online.
- Mentor Regularly: Schedule regular one-on-one meetings to discuss challenges, provide guidance and offer support. Use these sessions to help the new manager develop a strategic mindset. For a brand-new leader, I suggest every two weeks for the first two months and then monthly thereafter.
- Set Clear Expectations: Clearly communicate the shift in responsibilities from tactical to strategic. Help the new manager understand that their success is now measured by the team’s performance, not just their individual contributions. For instance, instead of adding frames to inventory as they arrive at the practice, assign an optician to take responsibility for this task, with the new manager overseeing the process. In larger practices, it’s beneficial to delegate all aspects of frame board management. The new manager should meet monthly with the designated team member to address any questions and review inventory reports during scheduled one-on-one meetings.
- Encourage Delegation: Actively encourage the new manager to delegate tasks they previously handled. Provide support and guidance on how to effectively assign responsibilities to team members.
- Foster a Culture of Trust: Create an environment where mistakes are viewed as learning opportunities. This will help the new manager feel more comfortable delegating tasks and empowering their team.
The Importance of Delegation in Optometry Practices
Effective delegation is not just about offloading work; it’s about strategically distributing responsibilities to optimize the practice’s performance.
Here’s why delegation matters in optometry practices:
- Time Optimization: In a busy optometry practice, time is a precious commodity. By delegating tasks such as frame inventory management, insurance claim submissions, or technician work-ups, managers free up valuable time to focus on strategic initiatives. This could include developing marketing strategies to attract new patients, analyzing practice metrics to improve efficiency or researching new technologies to enhance patient care.
- Empowerment: When technicians are assigned new responsibilities, such as taking on patient education, it communicates trust and confidence. This empowerment can significantly boost morale and job satisfaction, leading to improved patient care and reduced staff turnover.
- Skill Development: Delegation provides opportunities for skill enhancement across the practice. For example, assigning an optician to manage frame board layouts can help them develop merchandising skills. Similarly, training your technicians to perform subjective refractions can enhance their technical skills and clinical knowledge.
- Efficiency and Productivity: A well-delegated optometry team operates more efficiently. When tasks align with each person’s strengths, such as having a detail-oriented staff member manage insurance claim submissions, overall productivity soars. This allows the practice to serve more patients without compromising on quality of care.
- Risk Mitigation: In optometry practices, relying too heavily on one person for critical tasks can be risky. For instance, if only one staff member knows how to troubleshoot the EHR, the practice becomes vulnerable when that person is unavailable. By delegating and cross-training, practices can create redundancy and minimize disruptions.
- Leadership Development: Effective delegation nurtures future leaders within the practice. As team members handle more responsibilities, they develop leadership skills that can benefit the practice in the long run. This creates a pipeline of talent for future management positions as the practice grows.
Implementing Effective Delegation in Optometry Practices
To delegate effectively in an optometry setting, consider the following strategies:
- Clear Communication: When assigning tasks, be specific about expectations, deadlines and desired outcomes. For example, when delegating frame inventory management, clearly outline the target stock levels, reorder points and reporting requirements.
- Match Tasks to Skills: Assign responsibilities based on individual strengths and interests. An employee with a keen eye for fashion might excel at frame styling consultations, while a detail-oriented team member might be perfect for managing insurance claim submissions and reconciliations.
- Monitor Progress: Stay informed without micromanaging. Regular check-ins ensure alignment and provide support when needed, while avoiding the pitfalls of excessive oversight such as decreased employee morale, stifled creativity and increased burnout.
- Feedback Loop: Provide constructive feedback on delegated tasks. Celebrate successes, such as improved frame sale capture rates or reduced insurance claim rejections, and address challenges promptly. Remember to acknowledge progress, not just final achievements.
- Gradual Transition: For tasks that the manager previously handled, consider a phased approach to delegation. This allows for a smooth transition and provides opportunities for training and support.
- Technology Utilization: Leverage practice management software and other technologies to facilitate delegation. Many systems allow for task assignment, progress tracking and performance monitoring, making delegation more manageable.
In conclusion, effective delegation is a cornerstone of successful optometry practice management. It’s not about offloading work, but strategically distributing responsibilities to optimize practice performance and foster team growth.
By embracing delegation, empowering their teams, and continually developing their leadership skills, optometry practice owners and managers can create thriving, efficient and patient-centered eyecare practices.
The investment in developing strong delegation skills will pay dividends in improved practice performance, enhanced patient care and a more engaged and skilled workforce.
Barbra Dey is the president of Dey Ophthalmic Consulting. Barbra served as CEO of a major practice from 2010 until August 2021 when she decided to embark on a new journey to take her experience and knowledge to grow private eyecare practices across the U.S., and show them how to thrive in today’s competitive market. To contact her, e-mail: barbradey@outlook.com