Five Scripts to Increase Use of Patient Financing–and Boost Optical Sales

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By Gary M. Freestone, OD, and Charla Thrash

Posted 1/7/15

The tides of optometry are shifting quickly, so it’s important to use every good tool available to keep our practice not only afloat, but thriving. CareCredit has allowed us to capture approximately $225,000 in eyewear sales over the past four years, which could have easily been spent elsewhere.

Here are five scripts to use to help your staff address common patient concerns about financing purchases. It’s best to have your staff put the responses below in their own words, but providing general guidelines to follow in response to common patient issues can help smooth the conversation and enhance sales.

Patient Loves the Eyewear Prescribed, But Not Price Tag

Patient: “Well, I don’t know what to do. I love everything the doctor talked to me about and that you’re showing me–I’ve always wanted a pair of prescription Carreras and I definitely want the daily disposable contacts the doctor thinks would be good for me, and then I’ve also been wanting a pair of retro cat’s eye glasses for the longest time, but $1,800 is a lot of money for me to spend at one time.”

Staff: ” I understand. I know what you mean–it can be hard spending that much money at one time. The good news is we have patient financing available that will allow you to make monthly payments. That way you have the best of both worlds. You can have the contacts and sunglasses the doctor thinks are important for your eye health and comfort, plus the fun glasses you want, while, at the same time, not straining your finances. You get the products without the financial stress. Would you like more information about that? [Hands patient brochure discussing special financing options available at the practice]

Takeaway: Explaining how financing allows the patient to partake of the products they want, and which the doctor believes will improve their lives, is key. The patient then understands that the office wants to work with them, and help them find a way to manage the purchase they are so enthusiastic about.

Financially Concerned Patient Wants to Provide All Prescribed Products for Child

Patient: “The doctor says it’s important for Billy to have polarized sunglasses for his Boy Scout trips and the boating he likes to do during the summer, plus, the doctor was also thinking Billy could use a new contact lens that would be healthier for his eyes, along with a new pair of glasses for school because his prescription has changed enough to make a difference in how well he’s seeing. And I definitely want to get all that stuff for him, but it’s just a lot of money for us to spend right now. Maybe we’ll have to wait until next year.”

Staff: “You’re right–it’s definitely important for Billy to have the new glasses to help him do well in school on any days he can’t wear his contacts, the sunglasses to keep his eyes protected from the sun and his vision sharp outdoors, and the new contacts that will keep his eyes healthier and more comfortable. It would be a shame for him to miss out on any of those things. Luckily, we have patient financing available for purchases in our office through CareCredit, so if you’re approved for the credit card, which is a quick and easy process, you can make monthly payments. So, you’ll be able to give Billy the products the doctor believes will protect his eye health, and help him at school and outdoors, while not putting too much financial strain on your family. Would you like more information about that? [Hands patient brochure outlining special financing options available at the practice]

Takeaway: Children have as many eyewear needs as adults, and parents want to be able to do what the doctor says is best for their child. However, before many parents can do that, they need to feel that there is an economically feasible way to do so. It’s not the practice’s job to be the patient’s banker or financial advisor, but once the patient expresses financial concern, the practice can help the patient by making financing options available, which can allow the patient to get all the products the doctor has prescribed.

Patient Is Going To Leave With Prescription

Patient: “Well, thanks for your help. Could you print out my prescription? I like your stuff, but it’s a little expensive for me. I’m not that picky, so I think I might try to go to the mall and see what I can find, or maybe Walmart or someplace online. I heard that Warby Parker thing has some good deals.”

Staff: “We can print out your prescription for you, but before we do that, I wanted to let you know the difference in quality and long-term guarantee of our products that we offer. We stand by the quality of our products and you can come back to the office anytime for free adjustments or other needed repairs. We also offer a warranty. Best of all, we have patient financing available with the CareCredit credit card. You can have all the quality of our products, and the convenience of dropping by our office for any needed services after you get the glasses, and if you are approved, you can make monthly payments. So, that’s an option available that makes buying from us a whole lot easier. Would you like more information about that? [Hands patient brochure with information about special financing options available at the practice]

Takeaway: Patients have many options today for purchasing eyewear. If they find it cheaper and faster elsewhere, they often will walk. To capture sales, explain the value of the products you sell, along with all the ancillary benefits of purchasing from you, and then seal the deal by explaining how all these benefits of buying from you are possible through use of the CareCredit credit card (subject to credit approval). Many patients see what you’re saying about the quality of the products you sell and the value of buying from a business they trust, but may walk because of financial concerns. Show them how patient financing can help solve those financial concerns by allowing them to make monthly payments.

Patient Worried About Application Process

Patient: “What’s the application process like? I don’t want to get involved in a big production, and have to reveal a lot of personal information and credit history. I bet I’ll be rejected anyway.”

Staff: “Actually, the process is very simple. We need a few pieces of information from you and we should be able to tell you within a few seconds whether you’ve been approved. You can add a joint applicant if you’d like, too. If you’re approved today, you can take advantage of special financing options on today’s purchase. And, once the transaction has been charged to your CareCredit credit card, you’re paid in full as far as we’re concerned. You then will simply make monthly payments to CareCredit until your account has been paid in full. Another great thing: CareCredit is accepted at more offices than just ours–you may be able to use it your other doctors’ offices, and even at the vet’s office where you take your dog. Would you like more information about CareCredit?”

Takeaway: Patients want to be reassured that the application and payment process isn’t going to be a burden to them. Explaining the payment structure helps to reassure the patient. It also is important for the patient to understand that it’s a credit card that could actually make their lives easier, since it can be used at many different healthcare provider offices, and even some veterinary offices.

Patient Concerned About Security of Card

Patient: “I don’t know, I’m kind of worried about applying here in the office. Who would have access to my information?”

Staff: “No need to worry. You can input the needed personal information yourself on this office iPad. Once we hit ‘submit,’ your application will go directly to a secure online portal at CareCredit, which has been safeguarded from online security breaches. Your personal information will be secure, and it is not saved on the iPad. If you prefer, you can also apply from your smartphone, from your home computer, or you can call CareCredit and apply by phone.”

Takeaway: With so much in the news lately about security breaches and identity theft, patients need to know they can trust CareCredit. Enabling them to input the data themselves with an office tablet gives them a sense of security and privacy. It also helps to let them know that they can apply using their own device if they prefer.

Gary M. Freestone, OD, is the owner of Freestone Optometric Center in Rialto, Calif., and Charla Thrash is an optician at the practice. To contact them: Garyfreestoneod@aol.com