Dr. Tada with her practice team. Dr. Tada says her experiences as an employee at Disneyland gave her many ideas for practice improvement.
Boosting profitability in optometry through Disney-inspired patient care
By Melissa Tada, OD
Feb. 12, 2025
As an optometrist, I often find myself reflecting on the lessons learned from my time at Disneyland as an employee.
The magic of Disney isn’t just in the rides or characters; it’s in the way they treat their guests.
By adopting some of these principles in my practice, I have seen not only an improvement in patient satisfaction, but also a significant boost in profitability.
Here’s how you can do the same.
On-Stage/Off-Stage: Creating a Professional Atmosphere
One of the first concepts I embraced from Disneyland is the idea of “on-stage” and “off-stage” behavior. At Disney, cast members know that how they present themselves in front of guests is crucial to creating a magical experience. The same applies to our practice.
Implementation
In our office, we remind our staff that if a patient can hear you, you are on stage. This means that private conversations, weekend stories, or frustrations about the lab, should be kept to areas where patients cannot overhear. This practice has been particularly useful during our annual HIPAA training, reinforcing the importance of confidentiality.
Impact
The results have been remarkable. Our Google Reviews frequently highlight our professionalism and friendliness, which are key factors in attracting new patients.
In fact, these reviews are our best form of advertising. By maintaining a professional atmosphere, we enhance the patient experience and improve our bottom line.
We increased the number of patients reviewing us. We went from three per month to 3-5 per week. We have always had a high star rating. It is now 4.9.
The Guest is First: Prioritizing Patient Care
Another principle I adopted is the idea that “the guest is first.” This means that every patient interaction is treated with the utmost importance.
Our motto, “Every patient, every time,” serves as a constant reminder to our staff to ensure that every patient receives the best care possible.
Implementation
We established processes to ensure that all patient needs are met, whether it’s follow-up medical testing or simply ordering contact lens trials. Regular meetings help us review these processes and ensure that nothing falls through the cracks.
Impact
This focus on thorough patient care has led to higher patient retention rates and increased in-house purchases, which ultimately improves our financial health.
Our established patient to new patient ratio is impressively high, and our excellent reviews help fill the schedules of our newer providers:
For owner doctors (two of us), 15 percent of our patients are new and 85 percent are established.
For new doctors (one with us three years), 35 percent of patients are new and 65 percent are established.
For our new doctor with us less than one year, 54 percent of patients are new and 46 percent are established.
Empowering Staff: Creating Magical Moments
Disney empowers its cast members to create magical moments for guests. I brought this philosophy into my practice.
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Each staff member has the authority to resolve patient issues on the spot, with a budget of up to $200 to make things right.
Implementation
This empowerment allows staff to address concerns without needing to consult a supervisor, fostering a culture of responsiveness and care.
Impact
The results have been profound. Staff members feel more connected to their roles and take personal responsibility for patient satisfaction.
We have seen instances where staff have gone above and beyond, such as checking on elderly patients who missed appointments or personally delivering glasses to those recently discharged from the hospital.
The Bottom Line: Profitability Through Culture
While I don’t have specific metrics to share, the cultural shifts in our practice have led to tangible financial benefits.
By creating an environment where staff feel empowered and patients feel valued, we have seen a noticeable increase in patient loyalty and referrals.
Final Thoughts
If you’re an optometrist seeking to enhance your practice, consider implementing these Disney-inspired principles.
Start with a discussion about on-stage/off-stage behavior, prioritize patient care and empower your staff to create magical moments.
The investment in time and training is minimal compared to the potential for increased profitability and patient satisfaction.
By embracing these ideas, you can transform your practice into a place where both patients and staff thrive, thereby leading to better patient care and a healthier bottom line.
Melissa Tada, OD, is a partner with Mountain View Vision, a Vision Source practice in Colorado Springs, Colo. To contact her: MTada@visionsource.com
