Practice Metrics

How Satisfied Are Patients With Exams at Independent OD vs. Chains?

Independent ODs are leaving a more favorable impression with patients than corporate-owned optometry chains, according to Jobson Optical Research’s 2012 Adult Consumer Eye Exam Experience. Fewer consumers who had an exam at a chain in the last six months strongly agreed with the statement that overall they were satisfied with the eye exam experience compared to those who had an exam at an independent in the last six months (45.3 percent and 58.1 percent respectfully). Indeed, just under half of those consumers who had an eye exam at a chain in the last six months (46 percent) said the exam was thorough, compared to 58.9 percent of those consumers who had an eye exam at an independent in the last six months.

Among consumers who had their eye exam at a chain in the last six months, 53.4 percent said they were extremely likely to return to the same place for their next eye exam. By comparison, 70.7 percent of those who had their eye exam at an independent in the last six months said they were extremely likely to return to the same place for their next exam.

Of the respondents who had their exam at an independent in the last six months, 63.5 percent reported that they are currently covered by a type of managed vision care or vision insurance plan. This is greater than the 53.9 percent who have a vision plan and chose to have their eye exam at a chain in the last six months.

We need to make sure our practice reflects this survey result. The perception of the general public is that independent practices deliver a more thorough examination and have a higher favorable impression. Let’s make sure our practices are delivering at the highest level possible in these two areas.

A MORE THOROUGH EXAMINATION
Patients today are looking for a high-tech, high-touch exam.

High-tech: When was the last time new examination equipment was added to the office or a new use for existing equipment was implemented? If it has been longer than two years, then it may be time to upgrade. Think of this from the clinical side. New technology gives the ability to identify problems earlier and, therefore, permit earlier intervention. As a practical example of this, have you considered doing an OCT as part of every complete/comprehensive examination?

High-touch: Patients want an easy-to-understand explanation of their examination and your recommendations. Train staff to explain to patients the benefits of each test as it is being done during pre-testing, then, continue that process in the examination room. Have a family member or friend serve as a mystery shopper and grade how well this is being done. Listen carefully to both their praise and criticism and make changes to improve your explanations and recommendations.

HIGHER FAVORABLE IMPRESSION
The only way to know what patients think about your practice is to ask them. Here are two helpful questions you should be asking your patients:

1) What did you like best about your eyecare experience today?

2) What changes would have make your eyecare experience today better?

The answers to these two questions will tell you why your patients are coming to see you (Question #1) and exactly what service flaws your practice has that need to be fixed (Question #2). To make sure we keep the higher favorable impression, we need to listen carefully and improve the practice as a result of the answers to these two questions.

Every practice can improve its performance. Your action plan today is to focus on improving the thoroughness of your examinations and creating an even higher favorable impression.

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