I received several emails about last week's tip article, which covered strategies to retain more spectacle Rxs in your practice. The main interest was about a small bullet point near the end of the article which described a patient education handout we use in my practice. The title of this handout is "Six Reasons to Buy Your Glasses at Gailmard Eye Center." These readers asked if they could get a copy of the handout, so I'll provide it here.
I originally designed this one page flyer about 25 years ago. I've updated the "reasons" a few times over the years and the page has evolved from a photocopied typewritten list in black and white to a full color version with graphic design elements. I think it's important for your printed materials to reflect the high quality you provide in other areas of your practice. Once you perfect your Six Reasons handout, use publishing software or see a local printing company for assistance to make it attractive. Microsoft Word has easy to use templates for flyers that you simply insert your text into. Be sure to use your practice logo and include your website address and other contact information.
How we use the handout
The purpose of our Six Reason handout is to list what we feel are the major benefits to the patient for buying glasses from our office. They are our competitive advantages. Every office has advantages, but obviously they are not always the same ones. We like the patient to be armed with our list if they decide to shop around for new glasses, so we simply give the handout in addition to the written Rx. It helps them compare apple to apples in the marketplace.
We also feel that patients who buy their glasses from our office should also know the advantages they receive, so we give the handout to them as well. We added a statement at the bottom that reads: "The glasses you ordered will be ready on ___________", and we write the date in the blank. This saves us from having to call lots of people to tell them their glasses are ready and prevents many patients from calling us and asking if they are ready. We give a promise date and we only call the patient if we are not going to meet that date for some reason (rare).
Here are the six reasons we use in our handout with a short explanation for each. Feel free to use these or change them as needed for your practice.
Additional reasons you can substitute
Here are a few more to consider...
I use a different handout designed for patients we can identify as interested in shopping for glasses online. See Tip # 359, http://www.optometric.com/mtotw/tip_new.asp?tip=359, and a few others on this topic in the tip archive.