In an article in Optometric Management, the editor offers six tips to maximize your patient flow for increase profitability.

Tip 1: When it comes to administration think “e”. By allowing your patients to schedule appointments and  fill out patient forms online, you can free up to 45-minutes a day for your employees and free up time for your patients as well.

Tip 2: Utilize high-tech equipment. The use of high-tech equipment in both diagnostics and production is key to increasing practice profitability. <end article> With the Q-2100 Digital Lens System you can produce free form quality lenses at a fraction of the time and cost as with traditional labs. Dispensing lenses with just-in-time delivery will be noticed by your customers and they will return with repeat business. Everyone wants things quickly and efficiently and this in-office technology allows you meet the expectations of the consumer. <begin article>

Tip 3: Delegate. Don’t try to be the keeper of all the knowledge. Share information and give your employees the opportunity to grown and expand their abilities in the work place.

Tip 4: Provide staff training. Do multiple people know how do do the same job? If not, they should! Cross train your staff in dispensing, lens production and administrative tasks. By cross training your team you will operate at peak efficiency.

Tip 5: Schedule weekly staff meetings. Industry leading consultant Dr. Richard Kattouf recommends you schedule weekly staff meetings at which discussions on how to refine individual responsibilities are discussed to maintain efficiency and enthusiasm.

Tip 6: Value your time and your patient’s. Time is important to everyone. By focusing on efficiency creating choices, you will see an improvement in the time you and your patients spend at the business. Your family will appreciate it and so will your customers.

At Optical Dynamics, we use digital free-from molds to produce customized lenses with improved optics and enhanced visual clarity. As published in Eyecare Business, the following six points are key to understanding the free-form process.

1. The main difference between digital and traditional surfacing is digital surfacing’s ability to produce more complex surfaces with extreme accuracy.
2. Digital surfacing can be used to create simple single vision or complex progressive surfaces. The ability of the lens to provide visual comfort and performance is determined by the quality of the design.
3. Digital surfacing is referred to as direct-to-surface, CNC and free-from. All refer to basically the same process.
4. The most significant variable involves the process used to calculate the design. Digital surfacing processes require significantly more calibration and control compared to traditional surfacing.
5. There are two inherent benefits common to nearly all digitally surfaced PALS: reduction of marginal astigmatism and reduction of “rounding errors”.
6. Remember: all lenses that bend light will have aberrations and spherical surfaces create aberration. Its a matter of how those aberrations are managed that provides a unique benefit to the wearer.

Eyecare Business Volume 27 Number 4 by Susan Tarrant

We all know the importance of doctor-driven lens recommendations. We know the importance of optical staff following up on that message once the patient leaves the exam room. But what you may not know is the importance of the language you use when discussing lens options, particularly options like photochromics.

A Transitions Optical, Inc., study finds that using positive, neutral, or, of course, negative language has an impact on the patient’s overall experience.

75% of the patients who hear “positive” language from their ECPs regarding lens options report a positive eyecare experience and are more satisfied with the overall visit.

58% who hear negative language (including product disclaimers) report a negative overall experience.

How a product is recommended is just as important as actually making the recommendation. The study finds that, even when it comes to discussing product benefits, a patient may perceive disclaimers as “negative,” even if the ECP believes he is making a helpful, neutral observation.

Some examples, from the study, of the “positive” language used:

■ Can be worn indoors and outdoors
■ UV protection
■ Adapt to a variety of lighting conditions
■ Are convenient
■ Match level of tint to light
■ High quality

Some examples of “negative” language used:

■ Don’t work while driving in a car
■ Won’t work as well as sunglasses
■ Too expensive
■ Not dark enough outdoors
■ Don’t get dark/clear fast enough
■ Not completely clear indoors

Furthermore, many of the “negative” comments are simply not true anymore. Take a moment to talk to your lens or lab representative to learn how the technology has advanced and what you can offer your patients.

Managed care plans continue to gain ground impacting the way optometric practices do business. Although managed care plans often increase the number of patients through the door, they can be confusing and restrictive.

When choosing to accept a managed care plan, always do your homework. What are the reimbursement rates, can I make lenses on my Q-2100, can I use my lab of choice, how do they impact my second pair sales…are all questions that must be evaluated before you make your acceptance decision.

Many times reimbursement rates may not be sufficient to truly cover your time and services. If the insurance plan requires that you use a specific lab, service time and turnaround may be negatively effected, impacting your practice reputation. Second pair fees have typically been a way to generate additional revenue with managed care clients, make sure the new plans don’t impact the pricing structure you have in place. You must really understand the pros and cons before signing up.

It is also important that you evaluate your existing plans with the same criteria. Once your numbers are verified, you should consider dropping those that net the lowest. Focus on seeing patients from the most profitable plans available. Concentrate on providing excellent patient education on the plans they participate in and make sure that have all the details before the exam. Treat them well and then try to up sell to options beyond the plan to provide exemplary care and vision.

Focus on the 2nd pair option when dealing with managed care patients. With your Q-2100 digital lens system you are perfectly positioned to truly capture and make accessible to your patients the 2nd pair choice. Utilize your in- office capability to competitively price the additional pair as an affordable and desirable option. Whether a pair of photochromics, sunwear or a spare pair, you can meet their needs and profit from managed care plan acceptance.

Innvision Magazine By Daniel Rostenne

Showing patients gratitude should be a year round affair. Giving your patients the recognition that they chose you, when they could have chosen any other eyecare professional out there reinforces that they made the right decision. It builds trust, loyalty, and goodwill and they will certainly remember it when its time for their next eye exam.

Here are some easy ways to show gratitude using digital marketing:

1. Create a nice thank you graphic that can be sent by email or as a post card after a visit.
2. Run a Facebook thank you campaign
3. Share for them. Help your patients to succeed in their endeavors by liking their Facebook pages, sharing content and reciprocating.
4. Hold a customer appreciation day in which you offer discounts or giveaways for loyal customers and spread the word through an integrated campaign on Facebook, email, website ads and direct mail.
5. Respond to reviews, both good and the bad. Thank those that leave positive reviews and those that complain as well…
6. Offer social media exclusive deals.

for complete article vision invisionmag.com

Rebecca Jonhson, Optometric Management

Marketing is more than communicating the value of a product and making a sale. It is about building relationships that result in trust and increased business. Creating a patient-centered experience with a feeling of community is the best marketing tool to ensure a loyal following of patients who enthusiastically refer friends and family.

Let’s take a look at some role-based marketing opportunities.

Appointment scheduler – MARKETING MESSAGE:
“You made the right decision.” The solution is to regularly schedule time with your employees to discuss the uniqueness and mission of your practice. Make sure employees can list reasons a perspective patient would receive value by choosing your practice.

Front desk receptionist – MARKETING MESSAGE:
“You had me at hello.” Keeping personal notes in the patient’s file reminds the receptionist to celebrate the patient. For instance, “Mrs. Parker, I saw that Jason got a baseball scholarship at Georgia Tech. I bet you are proud.”

Technician – MARKETING MESSAGE:
“You are in good hands.” A pre-test script increases the confidence of the technician in discussing technology.

Optician – MARKETING MESSAGE:
“You received quality and value.” Reassuring the patient of the quality and value of the products you provide fosters patient referrals, great reviews and satisfied patients. The optician should follow-up with the patient within two weeks of the purchase to ensure the patient is satisfied with his/her new eyewear.

Checkout/biller – MARKETING MESSAGE:
“You are welcome back.” The checkout experience should be compared with the grand finale at a fireworks’ display, not a sterile discussion of insurance and out-of-pocket expenses. Look to delight your patient with this last impression. For example, a vase of fresh flowers on the desk and an offer of a Hershey’s Kiss or a York Peppermint Pattie can create the perfect ending. Also, attach a “Like Us on Facebook” postcard to the appointment card.

How does my Q-2100 Digital Lens System compare to other in office lens systems?

Your Q-2100™ Digital Lens System with nanoCLEAR™ AR delivers proven, quality progressives in regular and short corridor, ASV and FT-28, with market vetted design acceptance and AR performance. Your Q-2100 utilizes digitally mastered reusable crown glass molds that allow you to produce premium index clearLIGHT™ lenses, one of three premium sunSMART™ photochromic varieties, blueVIEW, amplifEYE or five nanoCHROME mirror colors.

With an extensive power range of +4.00 to -6.00/-2.50 cylinder and the optimal use of four base curves, your system will produce a wide range of premium lenses that are on power each and every time. With a Q-2100 system, the more lenses you produce the lower your cost per pair when factoring in the equipment cost. Optical Dynamics’ philosophy has always been the on-going material and coating costs must be as low as possible. You invest in the platform and then maximize profits from the low cost lenses you produced. This provides the best possible return on investment.

Your Q-2100 system maximizes your profits by minimizing the number of items that need to be stocked and reordered. If you have monomer, coating and gaskets you can make any power lens in any design. While you can do the majority of lenses in-office, there are times when you need specialty lenses or out of range Rxs. With support from Vision Dynamics Lab for out of range product, you can keep your patients in the same great materials and designs by ordering uncut lenses at market leading prices. We offer this as a value added benefit for all Q-2100 system owners.

For  practices that want to offer a broad range of lenses, materials and coatings, are interested in dramatically reducing costs and understand the value of over two decades of market success and 150 issued worldwide patents, the Q-2100 is the choice for you.

Representatives from Optical Dynamics and Vision Dynamics Laboratory are pleased to attend this year’s Vision Expo East Friday March 27th through Sunday March 29th at the Jacob Javits Center in NYC. Although we will not exhibit at the event, team members will be available for onsite appointments should you wish to meet and discuss our in-office lens technology, photochromics, color enhancing sun line, glass, or fixed tint products.

Attendees include:

• John Dippold, President ext. 285
• Michael Yager, VP Sales ext. 291
• Eric Lindquist, National Sales Manager Lab Services c. 801-205-6133
• Julianne West, Marketing ext. 253

For appointments, please call 800-797-2743

Exhibit hours for the event are as follows:

• Friday March 27th 9:30am – 6:00pm
• Saturday March 28th 9:30am – 6:00pm
• Sunday March 29th 9:30am – 5:00pm

We look forward to meeting with you at this year’s event!

Eyecare Business September 2019

1. Online Sales: Just under 5% of eyeglass frames sold in the 12 months ending September 2018 were bought online, according to research done by the Vision Council. That is, however, an 11% year-to-year increase in unit sales. That growth rate has pretty much stayed the same since 2014.
2. Online Dollar Volume: As for revenue, sales of optical products online rang in at $2.13 billion for the 12 months ending December 2018. That’s up 9.2% from a year earlier.
3. Plano Sales: This is an entirely different story. “During the 12ME period September 2018…up to 9.3 million American adults purchased plano sunglasses directly over the internet,” reports the Vision Council.
4. Internet Users: Among American adults who indicated in 2018 research they used the Internet to purchase eyewear over a six-month period, 24% bought Rx eyewear and 31% plano sunwear.

Vision Expo Daily March 2019

The vision Council Market Research team conducted its yearly VisionWatch internet influence study and found that online sales reached over 2.1 billion in 2018. The study surveyed over 4,900 respondents who shared information regarding their online habits when shopping for and buying eyewear.

VisionWatch examined their presence in the optical industry. Here are a few of the online sales finding from the internet influence survey

• 34.8 percent of recent buyers reported using the internet to varying degrees during their last contact lens purchase.
• 25.5 percent of prescription eyeglass buyers used the internet for assistance during their last purchase.
• Unit sales of online eyewear increased by about 11 percent in 2018, on par with growth rates of online eyewear sales from 2014 to 2017.
• About 28 percent of recent eyewear buyers with easy access to the internet claimed that they will not use the internet for any assistance or functions when purchasing eyewear in the future
• 32.1 percent of recent eyewear buyer with easy access to the internet indicated that they may possibly or probably will use the internet to directly purchase eyewear in the future.