Review of Optometic Business

Larry Wan, OD, of Family Eyecare Center in Campbell, Calif., recommends that a practice staff must go beyond delivering great service—to delivering a great "patient experience." To achieve that, simplify patient forms, and shorten wait times in reception, pre-testing and the exam room. Then, provide a great hand-off to the optical, and thoroughly explain benefits and costs. For the patient, the added value you provide is appreciated--and it pays off in increased referrals of friends and family.

Mike Rothschild, OD, founder of Leadership OD, an online practice-building program, and founder of West Georgia Eyecare in Carrollton, Ga., believes that a great staff—including a team of true leaders-- is critical to the success and growth of an optometric practice. That staff must be guided by a mission statement to keep everyone on course. It must be strengthened by staff members who develop their leadership skills, and it must be unified through teamwork and constant communications.

D. Penn Moody, OD, of Moody Eyes, in Indianapolis, Ind., explains how to increase the profitability of contact lenses in your practice by switching entirely to direct-to-patient delivery. This frees staff from the tedious and costly task of lens delivery, and it suits patients who prefer being mailed their lenses over having to pick them up. You can offer the same convenience as online retailers, while retaining--in fact, pleasing--your patients who wear contact lenses.

Mike Rothschild, OD, founder of Leadership OD, an online practice-building program and founder of West Georgia Eyecare in Carrollton, Ga., says that for an optometric practice to succeed and grow, an OD-owner must rely upon staff. That staff must not only be well chosen; it must be an empowered staff where leadership qualities have been identified and systematically developed to bring out innate qualities of leadership and teamwork."

Scott A. Jens, OD, FAAO, founder of RevolutionEHR and a practitioner at Isthmus Eye Care in Madison, Wis., advises ODs to reach for the next level of meaningful use with electronic health records. This includes collecting emails of patients, recording and monitoring vital signs, and noting medications and medical conditions.

Jordan Kassalow, OD, MPH, founder of VisionSpring, which supplies low-cost eyeglasses to underserved populations in developing nations, encourages colleagues to become involved in medical missions and volunteer work. He describes the personal and professional rewards of serving people whose lives are dramatically changed, allowing them to become educated, be employed and live full and independent lives. Included in the video are experiences and visuals from field work around the world with VisionSpring (www.visionspring.org)."

Andrea P. Thau, OD, FAAO, FCOVD, of Dr. Andrea P. Thau and Associates in New York City, says in our society, children are greatly underserved when it comes to eyecare. By offering a comprehensive eye exam to the young, you can spot vision conditions that, if left untreated, can result in a child being labeled learning disabled—and hold them back in life. In many cases, vision therapy can turn that around. Equip yourself to give a child the visual tools that enable them to be a great student.

Andrea P. Thau, OD, FAAO, FCOVD, of Dr. Andrea P. Thau and Associates in New York City, says when you succeed with vision therapy, the need to expand comes quickly. Think ahead toward bringing in associates to provide more services and meet growing needs. Your alma mater or nearby optometry school may prove a fertile source of associates who share your values and work ethic. Further, in this mobile society, AOA resources can help to locate capable optometrists who provide vision therapy in other areas of the country—and can help other optometrists to find you and refer families to your practice. In addition, embrace the AOA InfantSEE program to serve a vital need and build your practice in the process.

Andrea P. Thau, OD, FAAO, FCOVD, of Dr. Andrea P. Thau and Associates in New York City, says to generate referrals, work closely with the occupational therapists that a child may already be working with. Inquire about this at intake, then ask the parent for consent to contact the therapist. The key is to work as a team with other professionals for the good of the child. Once you establish working relationships with occupational therapists, their influential referrals to your practice will prove to be powerful patient base builder.

Andrea P. Thau, OD, FAAO, FCOVD, of Dr. Andrea P. Thau and Associates in New York City, says that if new in practice, or even if you are established, vision therapy offers growth opportunities. It is a revenue-builder as a fee-for-service specialty. It also is a strong generator of referrals for a patient population (children and young families) that often has yet to choose an eye doctor. Remarkably, one successful case in vision therapy can provide up to 50 referrals.