Gwen Gnadt, OD, FAAO, of Eye Vision Associates in Lake Ronkonkoma, NY, heads a practice of multiple specialists who provide a full range of vision and eye health services. This allows the practice to refer patients “internally,” rather than lose business to outside specialists. A large staff of doctors (even with part-time office hours) accommodates flexible schedules and allows for doctors to spend more time outside the office, in activities that promote referrals.
ACTION POINTS
ADD QUALIFIED SPECIALISTS. Look to hire ODs who have developed skills in a residency and have certification.
COMPLEMENT SPECIALTIES. Meeting all vision needs internally captures more patient business, allows flexible work schedules.
PROMOTE YOUR SPECIAL SERVICES. Spread the word with high-tech (social media) and low tech (word of mouth) tools.
Eye Vision Associates
Lake Ronkonkoma, NY
www.eyevisionassociates.com
PRACTICE PROFILE
FOUNDED: 1955
REVENUES: Over $1.5 million
EMPLOYEES: Six ODs (three partners, three associates), 12 staff including officer manager
STAFF MEETINGS: Weekly (increased from monthly)
SPECIALTIES: Low vision, vision therapy, specialty contact lenses, head trauma vision rehabilitation, eye stress treatment, routine and pediatric care
PATIENT BASE: Draws from 30-mile radius
SOURCES OF REFERRALS: Internal: ODs and staff; External: Local MD (ophthalmology and neurology) practices, state and local organizations with specialty vision services.
“Keys to Success: The Multi-Specialty Practice.” Gwen Gnadt, OD, FAAO, describes the structure of her multi-specialty practice. Having a large number of doctors, all with specialties and in the office part-time, allows the practice to “refer internally.” It also accommodates flexible work schedules that doctors value.
“Hiring a Residency-Trained Optometrist.” Gwen Gnadt, OD, FAAO, when making a hiring decision, values the varied case experience that an optometrist gains from a residency. ODs in her practice are involved with a local VA hospital, where they work alongside young residents and recruit outstanding candidates.
“Networking and Promoting.” Eye Vision Associates networks actively with local ophthalmology and neurology practices, state and local associations, and local school districts. Promotion is done through social media and the practice web site–where good patient communication and candid patient feedback are emphasized.
