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A Growing Practice Is Built on Happy Patients

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Garnering new patients through word-of-mouth referrals is more than a great marketing strategy—it is the key to success that endures the test of time.

Successful practices see more patients
Focusing your practice on getting new patients rather than dollars per patient is a more pragmatic—and preferable—business approach. This is true for any practice. In a 2009 study of independent practices, it was reported that the practices with the greatest gross revenue see three times as many patients as the average practice. Furthermore, there is little difference in the gross revenue per exam between rural and urban settings, small and large practices.1

Increased patient traffic and improved exam productivity have major impacts on practice revenue. In fact, another 2009 study found that, on average, 52 percent of a practice’s gross revenues come from exam fees alone.2 This constitutes nearly two-thirds of gross income.1,2

According to Josh LaHiff, OD, practicing optometrist in Cheyenne, Wyo., increasing patient traffic is all about providing patients with an outstanding experience: “You want to be able to provide them [patients] with such an experience that they’re going to invest more in your clinic.” Dr LaHiff should know. He sees at least 30 patients per day. Which is impressive considering there are 28 other eyecare professionals in Cheyenne, a town with a population of only 50,000.

Success is built on a happy patient experience
Increasing patient traffic through referrals is often as simple as delivering excellent service and the healthiest products. “To be the best, you have to use the best. If you wow the patient, treat them like gold, that’s how you really generate those referrals,” says Dr LaHiff.

That’s why Dr LaHiff believes the most effective approach to achieving profitable, long-term patient relationships is to “do what’s best for the patient, even if it may not be the most profitable option for the doctor initially, because it is what is right, and the profit will come as an annuity in return visits and the happiness of the patient.”

High patient satisfaction inside and outside of the practice is the most effective catalyst for generating new patients. This can be especially true for contact lens patients. A survey of 1,086 patients found that those who are happy in their contact lenses are nearly two times more likely to recommend their eye doctor than those who are unhappy in their lenses.2

ACUVUE® Brand—proven to keep patients satisfied
The proven method to achieve satisfaction is to use a product with consistently successful results. Dr LaHiff believes that, “When you use a product that you know is going to work time and time again, it cuts your chair time down and it’s easier for you, your staff, and your patients to put them in something that’s comfortable.”

ACUVUE® Brand delivers outstanding comfort and consistent patient satisfaction. In fact, nine out of 10 ACUVUE® patients are satisfied in their contact lenses.2

And happy ACUVUE® wearers refer their eye doctor: eight out of 10 satisfied ACUVUE® OASYS® Brand Contact Lens and nine out of 10 1-DAY ACUVUE® MOIST® Brand Contact Lens wearers would recommend their doctor to others.2

According to Dr LaHiff, “The more you use a superior product, the better the experience is going to be for the patient.” And that’s been a proven strategy for the success of his practice. ?

Joshua Marc LaHiff, OD, is a partner and practicing optometrist at Cheyenne Vision Clinic in Cheyenne, Wyo., and clinical instructor for the Illinois College of Optometry in Chicago, Ill. He received his doctor of optometry degree with honors from the Pacific University College of Optometry in Forest Grove, Ore.

Dr LaHiff is a member of numerous associations and serves as a speaker and professional consultant for several medical companies, including VISTAKON® Division of Johnson & Johnson Vision Care, Inc. He was compensated for this article.

References: 1. Management & Business Academy: Practice Profile Report, 2009. 2. Data on file. Johnson & Johnson Vision Care, Inc. 2011-2012.
ACUVUE®, ACUVUE® OASYS®, 1-DAY ACUVUE® MOIST®, and VISTAKON® are registered trademarks of Johnson & Johnson Vision Care, Inc.
© Johnson & Johnson Vision Care, Inc. 2012. ACU-27967 April 2012

 

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