The Optometric Minute

Game Changer: Prescribe in the Chair, Reinforce in the Optical

May 4, 2016

Eric White, OD, owner of Family Vision Care Optometry in San Diego, credits doctor-driven dispensing as a key driver in growing his practice revenues 10-fold over three decades. He prescribes specific optical products while patients are in the chair, then he hands off the patient to the optical, where staff reinforce his recommendations.

Prescribe from the Chair
Train Staff to Reinforce Your Prescriptions

PRESCRIBE IN THE EXAM ROOM. When examining the patient, prescribe all the products you think will benefit the patient, including primary eyeglasses, computer glasses, sunwear..

WALK THE PATIENT TO THE OPTICAL. Personally walk the patient to the optical, hand them off to the optician, repeating to the optician, in front of the patient, all the products you prescribed. The optician then repeats the prescription to the patient, reiterating and reinforcing your message.

ADDRESS COMPUTER VISION SYNDROME. Ask how long patients are on the computer. Ask about their use of digital devices, like smartphones and tablets, and prescribe glasses with blue light protection and Transitions.

GREET WITH A SMILE. Greet your patients with positivity, and train your staff to say hello to all patients with a smile.

ENGAGE PATIENTS. Have staff engage patients in conversation when they first come to determine their changing vision and eyecare needs. Instruct staff to write down patient details that you can read and discuss in the ecam.

HAVE STAFF WEAR NEW PRODUCTS. Have staff wear glasses with blue light protection, Transitions and other lens treatments that you prescribe to patients, so staff can endorse the products from personal experience.

PRESCRIBE, DON’T UPSELL. Prescribe from the exam room, so patients know your staff is not just trying to up-sell them products they don’t need. If the doctor says it, it’s perceived as important.

SHOW STAFF APPRECIATION. Pay commensurate with how well the practice is doing, and show staff appreciation in non-monetary ways, as well. Staff is a critical part of practice success.

Eric M. White, OD, owns Complete Family Vision Care Optometry  in San Diego, Calif. Contact him: idol@drericwhite.com

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