Michael Bowman, ABOC. Bowman says that the resources from the PEAK Impact Program transform the ability of practices to market their services and grow.
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By Michael Bowman, ABOC
July 31, 2024
When building a practice capable of delivering both great care and profitability, extra help is sometimes needed.
In our practice’s case, the PEAK Impact Program by Walman Optical and ADO Practice Solutions was the critical source of that help.
As the practice administrator for a multi-location practice for nearly six years, I have partnered with Walman Optical for most of that time. We chose to partner with Walman Optical for several key reasons. When the PEAK Impact Program was introduced, I knew it was something our practice should explore.
A True Practice Partner
Walman Optical demonstrated to us a strong acceptance of managed vision care programs and exceptional additional-pair discounts. They also offered the flexibility we needed regarding diverse types of lenses, and most importantly, competitive pricing. This was crucial for our practice to effectively serve our patients with diverse needs. Walman Optical’s commitment to exceptional service, including fast turnaround times, also highly impressed us.
They not only provided great customer service, but also fostered a sense of partnership rather than just a transactional relationship. Our goal in partnering with Walman Optical was to ensure that we could offer the best possible care and service to our patients while also streamlining our operations. When PEAK Impact Program introduced additional divisional partners, ADO Practice Solutions and DONE4YOU® Marketing Program (powered by ADO Practice Solutions, a division of Walman) into the relationship, we were interested to learn more.
The PEAK Impact Program is a growth program that utilizes the benefits and savings offered by Walman Optical and ADO Practice Solutions. It layers in the full-service marketing package from DONE4YOU Marketing to help the practice holistically with cost of goods, revenue-generating marketing and overall growth.
From designing marketing materials to coordinating promotional activities, to results tracking, DONE4YOU Marketing is a full-service marketing agency. It is an integral part of the PEAK Impact Program for our practice and has saved me over 15 hours per week that I previously spent on marketing efforts.
Taking our already existing Walman Optical relationship to the next level, the PEAK Impact Program led to measurable improvements in performance and profitability within our practice.
Reducing Remakes, Boosting Sales
- Remake Percentage Reduction: With Walman Optical’s extensive lens selection and quality assurance, we saw a noticeable decrease in remake percentages. This reduction directly translates to cost savings and improved patient satisfaction.
- Increased Sales of Additional Pairs and Add-Ons: With access to a broader range of lens options and add-ons through Walman Optical, we have been able to up-sell additional pairs and add-ons more effectively. This resulted in a tangible increase in revenue per patient visit, contributing positively to our bottom line.
- Optimized Required Care Utilization: While accepting managed vision care is essential, maximizing its benefits requires careful selection of lenses and add-ons. Walman Optical’s expertise and flexibility in this area allowed us to optimize our managed care utilization, ensuring that we are providing the best care while also maximizing reimbursements.
- Staff Training and Education: Walman Optical’s resources, such as Walman University and their education website platform, ECP Advantage, are invaluable in training our staff. Better-educated staff members are better equipped to provide excellent customer service, understand the benefits of different lens options and effectively communicate with patients. This led to improved patient satisfaction and increased sales.
Significant Savings
A great benefit, accessed through ADO Practice Solutions and the PEAK Impact Program, is the Free Frame Shipping Program, which will save us 15-20 percent per frame order. These savings will greatly offset the cost of special frame orders, allowing us to exceed our patients’ expectations while improving our profitability.
These savings will enable us to keep our board fully stocked with the frames our patients most love, while also accommodating special orders. This will then give us the opportunity for greater turnover and increased sales.
Full-Service, Revenue-Generating Marketing
The DONE4YOU Marketing program provides our offices with access to a dedicated marketing manager, essentially serving as an extension to our staff. This support is vital in expanding our practice’s reach, enhancing brand awareness and attracting new patients. Through targeted social media campaigns, advertising, and other marketing initiatives, we effectively communicate our practice’s unique value proposition and offerings to our target audience.
We implemented promotional campaigns and incentives to encourage additional pair sales, such as exclusive discounts, package deals, or loyalty programs. For example, we offer the first pair at regular price (or managed care price) and each additional complete pair with a $200 frame discount. The lab gives us 50 percent on each additional pair, so our net margins still end up being a win for all parties involved.
DONE4YOU Marketing also provides crucial online marketing support. Most ODs, and OD office staff, are not well-versed in online marketing, from direct e-mail campaigns to social media and online reviews. Having access to eyecare marketing experts offers indispensable help.
During our practice’s expansion and rebranding efforts, DONE4YOU Marketing has been instrumental in ensuring a smooth transition and successful implementation of our new identity. We emphasize the importance of comprehensive eyecare and the benefits of choosing our independent practice over online retailers and other eye clinics. By highlighting personalized care, expertise and ongoing support, we have built strong relationships with patients and earned their trust and loyalty.
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In addition to my work in my own office, I serve as a consultant to six practices. I have been so impressed with these marketing services that I have already recommended DONE4YOU, via the PEAK Impact Program, to some of these clients.
Measurable Results
The many improvements powered for us by Walman Optical, ADO Practice Solutions and DONE4YOU Marketing and the PEAK Impact Program are reflected in our Key Performance Indicators (KPIs), such as reduced remake percentages, increased sales of additional pairs and add-ons and optimized managed care utilization. By focusing on these metrics and leveraging Walman and their divisions’ expertise and resources, we were able to enhance both the quality of care we provide and the profitability of our practice. And with the PEAK Impact Program rebates, we also earn money back on the sales we were already sending through Walman Optical and now we earn extra by being an ADO Practice Solutions member and DONE4YOU Marketing client as well.
To measure KPIs and marketing impact, we utilize platforms like ABB Analyze powered by Glimpse. This tracks and analyzes our additional pairs sales performance as well as identifies areas for improvement, sets goals and monitors progress over time. By regularly reviewing these metrics with our marketing manager, we can make data-driven decisions to optimize our sales strategies and drive profitability. A subscription is included with every DONE4YOU Marketing service package.
Our relationship with Walman Optical, ADO Practice Solutions and DONE4YOU Marketing and this new PEAK Impact Program has helped us maintain our new patient growth average of 35-40 percent. I know that this partnership and this program are important for our practice to maintain this growth and continue to see more in the future.
Michael Bowman, ABOC, has been in the optical industry for over 30 plus years. Currently, he is a multi-location practice administrator for Premier Eye Care, Cottage Grove, and Prescott (formerly Bieter Eye Center and Vision Source Prescott) in Minnesota and Wisconsin. He is also vice-president of the Optical Professionals of Minnesota (promoting opticianry growth and education in the state of Minnesota). To contact him: mike.bowman@outlook.com
