Amir Khoshnevis, OD, and Mike Rothschild, OD, discuss the effect of language on the patient experience.
Analytics don’t lie. ROB readers showed us, over the past year, that they are avid viewers of ROB videos, especially ones that show “how things are done.” Here is a sampler of the most-viewed ROB videos (and the most-viewed webinar) of the past year. It’s worth your while to give them another look—or share with a colleague or staff member. These videos also make excellent discussion starters at staff meetings.
“Rethink the Influence of Language in Your Practice”
Mike Rothschild, OD, and Amir Khoshnevis, OD, discuss the effect of language on the patient experience during an office visit. While Amir chooses words that reinforce the value of his optometric services and optical goods, Mike prefers straight talk that his patients are familiar with and comfortable hearing. Some commonly used terms to reconsider: “waiting room,” “pre-testing” and “fitting fees.” This is part of an ROB video series, “Mike and Amir Agree to Agree…and Disagree.” >>VIEW>>
Jay Binkowitz, president of GPN, producer of The EDGE, and partner in American Eyecare in Astoria, NY, presents the first in the video series “Keys to Profitability in the Optical: Good Frame Board Management.” Map out and track all frames on display, he advises, and then adjust inventory according to sales. Keys to improving sales include buying deep into select brands, enlisting frame reps in brand-training your optical staff, rotating inventory and incentivizing your sales staff. There also are differences in how to present luxury brands and measure their turnover rate, versus mid-priced designer brand frames. Inventory is a major investment, Binkowitz says, and good frame board management provides good ROI. <<VIEW>>
“Power Up Your Dispensary: ‘Why Are We Here?’”
Mark Hinton, who specializes in training optical dispensary staff, describes how he poses an essential question: “Why are we here?” In discussing this question, staff is forced to examine their real role in serving patient needs. This is part of a video series on staff-building that includes Staff Meeting Notes that can be downloaded and used in practice staff meetings. >>VIEW>>
“Implement Smart Marketing to Your Patient Base”
Laura George, director of marketing for Draisin Vision Group in Charleston, SC, describes creative marketing programs that have worked for a large optometric practice. She employs a variety of new social media and traditional communication formats to reach all segments of their patient base, from everyday patients to VIP. >>VIEW>>
“Presenting Eyewear: A Practice Differentiator”
Dave Ziegler, OD, FAAO, who serves on the faculty of the MBA, demonstrates how his staff at Ziegler-Leffingwell Eyecare in West Allis, Wis., makes a presentation of finished eyewear when the patient returns to pick it up. A staff member explains–actually, re-explains–the premium features that the patient has selected, and the benefits of those features are enumerated in a personalized brochure called the Eyewear Educator (available as an online app from www.visionaryresources.com) that the patient can read later. Further, the eyewear is attractively presented, along with care accessories and gourmet chocolate. The presentation adds value to the eyewear purchase and leaves the patient with a highly positive impression of their total experience at the practice. >>VIEW>>
“Designing an Office with a Feeling”
Barbara L. Wright, CID, of Barbara Wright Designs, describes how she designed and created a concept-based eyecare office and optical dispensary for Robert Alongi, OD, of Gurnee Eyecare in Gurnee, Ill. In an office walk-through, Barbara shows how important it is to make a good first impression with a cohesive design and rich-looking materials. Key design elements: Specially created areas for high-end and mid-priced eyewear; a separate area for picking up eyewear, so as not to interrupt presentations at styling tables; and a dedicated area for contact lens dispensing and care instruction. >>VIEW>>
The Most-Viewed ROB Webinar:
“Pricing Optical Profits to Maximize Gross Profits”
Neil Gailmard, OD, MBA, FAAO, presents proven strategies to review gross profit margins and then to set pricing on optical products in a manner that maximizes the profitability of the optical dispensary and its impact on the practice bottom line. >>VIEW>>
