Wendy Buchanan with Dough Kimball, OD, of Advanced Eyecare Associates. Buchanan worked with Dr. Kimball’s optical team to help them create a more engaging, personalized experience for patients.
Creating raving fans in optometry through “Emotional Service”
By Wendy Buchanan
Dec. 18, 2024
Turning patients into raving fans isn’t just about having the latest gadgets or stocking the trendiest frames.
The real game-changer for boosting your optical capture rate lies in patient perception—and that starts with the experience you and your opticians create.
As an optometrist, you’re likely focused on delivering exceptional eyecare using cutting-edge tools like myopia management systems, dry eye treatments and high-tech retinal imaging.
But here’s the kicker: Patients aren’t just judging their visit by your tech. What truly sticks with them is how they’re welcomed, how they’re treated and the feeling your team creates.
That’s why teaming up with your opticians to craft those personal, emotion-driven interactions is what will set your practice apart.
“Emotional Service” is the Game-Changer
Opticians have a unique role to play in the patient journey. While eye exams are essential, the sale of eyewear is where opticians step in to shine, transforming a clinical visit into a memorable, personalized shopping experience.
A shift in focus—from merely providing functional service to offering “Emotional Service”—can change everything.
So, what exactly is “Emotional Service”? It’s the art of making each patient feel genuinely seen, understood and cared for. It’s about treating each individual as more than just a set of symptoms or a pair of eyes.
It’s about being warm, enthusiastic and attentive to their unique needs. A human-centered approach, where emotional connection and curiosity takes precedence, can significantly impact patient satisfaction and loyalty.
Wendy Buchanan with opticians from Advanced Eyecare Associates, a practice with two locations in Montana. Buchanan is facilitating her one-day interactive Style to Sell workshop with the team.
For example, when patients are greeted with enthusiasm upon entering the optical, it sets the tone for the rest of their visit. Your facial expressions are the remote control for your emotions. Your patients are picking up your vibe before you say a word.
Here’s the thing—if your words and facial expressions aren’t syncing up, the patient will feel it. They may not be able to pinpoint why, but they’ll just know something’s off. And instead of sticking around to explore those cool frames you’ve got, they might be out the door, ready to buy online.
Luckily, we get to control the narrative!
Humanizing the Experience with a Personal Touch
When patients walk into your practice, they’re not just after a prescription—they’re looking for a human, memorable experience. People love to buy from real people. Opticians who bring care and precision to each interaction can turn a routine eyewear purchase into something truly engaging.
Instead of just suggesting frames, make personalized recommendations based on a thoughtful visual assessment. This tailored approach makes patients feel seen and understood, offering a personal touch they can’t get from online shopping.
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It’s all about elevating the experience from functional to one that’s stylish and makes them feel great.
Plus, when your opticians rock sharp, stylish clothing and eyewear themselves, it shows their expertise and gives patients extra confidence in their own choices.
The Secret Sauce: Surprise and Delight
As an optometry practice owner, you know the magic happens when you and your opticians are in sync.
Exceeding patient expectations is the secret sauce that drives word-of-mouth referrals and keeps your clients coming back for more. When you wow them with a standout experience, it sticks—they’ll talk about it, share it, and even flaunt it!
A memorable, next-level visit doesn’t just make your patients happy—it encourages them to invest in premium eyewear and maybe even grab an extra pair or two. When you surprise and delight, they won’t just be back—they’ll be raving about you!
So how do you nail this? It’s all about making every moment of the patient journey—from the moment they step in to when they walk out in new frames—pop with a curated experience that feels personal, fresh and fun.
1. Master Your Facial Expressions
We’re not talking about your average smile—we’re talking about a smile that beams from your eyes like a warm spotlight. It’s the kind of smile that makes patients feel like they’re in the right place from the very start.
Facial expressions are your secret weapon. If your eyes are saying, “I’m excited you’re here!” and your smile says, “You’re in for something special,” you’re already ahead. Think of it as your superpower for connection—shine it like you mean it and watch how it shifts the vibe instantly!
2 Be Human, Not a Script
Patients can smell a script from a mile away—so ditch the robotic routine! Start with a genuine first impression visual assessment: What’s their vibe? What’s the story their current eyewear is telling? Ask questions that feel tailor-made for them, and your optician(s) will stand out as that optician who sees them, not just their prescription.
3. Curate a Full-Sensory Experience
Let’s level up and create an experience that awakens the senses—curate your space with soft textures, a hint of fresh scent, great tunes, and, of course, killer eyewear displays.
Give them a journey where their favorite playlist is playing softly in the background while they try on frames in front of mirrors that feel like they belong in a chic boutique.
It’s about making them feel special, like a personal shopping experience that leaves them saying, “I never want to buy glasses online again!”
Wendy Buchanan is a renowned styling expert and the visionary and founder of the Be Spectacular sales training program. An award-winning optician and business entrepreneur, Wendy partners with optometrists to transform your optical team into high producing sales stylists to grow your optical gallery. To contact her: wendy@bespectacular.com
