If you are having trouble viewing this email, please use the address below:
 By Neil B. Gailmard, OD, MBA, FAAO, Editor January 19, 2005 - Tip #157 
 Contact Dr. Gailmard | Subscribe | Archives | Print this issue Visit: optometricmanagement.com 
The Delegation Scale

  Sponsor: VISTAKON®
Fun and Functionality
The fast-growing teen population offers Eye Care Professionals (ECPs) one of their biggest growth potentials -- and challenges. VISTAKON®, Division of Johnson & Johnson Vision Care, Inc., recognizes how important teens are to a growing practice and offers contact lenses that give these patients what they demand -- comfort, convenience and fun. The ease of ACUVUE® 2 Brand Contact Lenses and ACUVUE® 2 COLOURS TM Brand Contact Lenses show parents that teens can handle the responsibility of contact lenses, while teens enjoy the opportunity to explore new looks.
Additional Information

Unfortunately, most optometrists underutilize one of the most powerful tools for practice profitability and growth: delegation. In my experience, there is a wide range of delegatory practices in existence in eye care, from the very low level to the extremely high level. I call this range the delegation scale, and I firmly believe that at least 80% of ODs could benefit from taking a step up on that scale, from wherever they happen to currently be. I admit that delegation can have a downside, if it's not managed properly, but it is far too important of a management principle to shy away from based on that fear.

Resistance to delegation

In my practice management lecture seminars, I often feel some resistance to delegation from doctors in the audience. There are various reasons (I think they're excuses) cited for why they don't like it. I'm not really sure why optometrists are slower to delegate than our counterparts in medicine and dentistry - although I acknowledge that our professional training does not teach us to embrace the concept. But there are lots of things we learn to do outside of optometry school, and delegation is one of them.

Productivity and expense reduction

Most docs who delegate at the higher end of the scale do so because they've seen the great benefits of higher production. Production in terms of number of exams per day, boxes of contact lenses dispensed, pairs of glasses ordered, or any other revenue producing item you want to look at. If you are one of my many colleagues who have not taken a step up on the delegation scale for a long time, however, perhaps looking at delegation from the expense side, rather than the revenue side, will entice you. You are losing money by under-delegating. No practice owner willingly pays more than they need to for office supplies, rent, staffing, inventory or any other expense. Yet, that's what you do when you perform many tasks in your practice that could be delegated.

CEO vs. doctor

Think of your practice as a separate entity, a company. You are the CEO. Consider your doctor persona as a separate individual whom you hired for the job of optometrist. Consider the doctor's skill level in eye care and his or her annual personal income. It would be wasteful to assign simple, repetitive tasks to this person, when a technician could be hired to do them. Using the proven philosophy of each person working at his or her greatest potential, even fairly technical tasks should be shifted from the doctor, assuming techs can do the job as well (often using special instrumentation). A CEO who does not staff properly is guilty of poor management.

It's not that the doctor is too good to do the menial tasks of changing light bulbs or ordering contact lenses or taking entrance visual acuity, and from a practical standpoint, this might have to happen for a while. I understand growth phases in a practice when staffing is not optimum - yet. But the distinction between a growth phase and poor management occurs when the assignment moves from temporary to permanent in the mind of the CEO. It becomes a problem when the doctor does menial tasks for years and there is no longer any effort to move away from that role.

Staff problems?

Many practitioners feel they can't increase delegation because they would have to hire another staff member. Exactly! What's stopping you? The expense? But we just discussed how it's really more expensive to do it yourself. After a new technician is hired, and you gain some breathing room, you can experiment with a new clinical and optical process. You can reorganize your appointment schedule and rearrange some exam rooms and equipment. It will not take much for the gained efficiency to pay for the salary of the new employee. Grow into your new level on the delegation scale and repeat the process.

An assignment for next week

This topic of delegation is so important to successful practice that I'm going to continue with it next week. In the meantime, take a pad of paper and jot down on the left side all the tasks that you currently delegate in your practice. Give this some thought, and include tasks from office administration, clinical services, optical dispensing, and optical lab. Then jot down on the right side all the tasks that your practice currently performs that could theoretically be delegated to properly trained technicians and assistants. Put a check mark next to any tasks on the right side that you know could be delegated, but you would not personally feel comfortable doing so.

We'll meet back here next week.

Best wishes for continued success,

Read Past Tips Neil B. Gailmard, OD, MBA, FAAO
Editor, Optometric Management Tip of the Week

A Proud Supporter of

Send questions and comments to neil@gailmard.com.

Dr. Gailmard offers consulting services to eye care professionals through Prima Eye Group; information is available at www.primaeyegroup.com.
Advertiser Disclaimer: ACUVUE®, ACUVUE® 2 COLOURS TM and VISTAKON® are registered trademarks of Johnson & Johnson Vision Care, Inc. © JJVCI 2003. All Rights Reserved

Please Note: The views expressed in Management Tip of the Week do not necessarily reflect those of the sponsor.

Click to open a printer-friendly version of this tip.
Published by PentaVision LLC Copyright © 2002 - 2016 PentaVision LLC. All Rights Reserved.

If you prefer not to receive e-mail, please use the following link to remove your e-mail address from this list: Unsubscribe
This message was transmitted by PentaVision LLC, 321 Norristown Road, Suite 150, Ambler, PA 19002 | 215-628-6550
View the PentaVision LLC Privacy Policy | Contact Us
Please make sure our e-mail messages don't get marked as spam by adding visioncareprofessionalemail.com to your "approved senders" list. Please do not reply to this e-mail message.