When our patients pick up their glasses it needs to be another WOW moment.
One question I am asked is why our glasses are more expensive than other online and commercial retailers are. This is something we need to address up front but more importantly, to discuss when our patients pick up. This is something I learned and implement each and every day. My dear friend Dave Zeigler taught me this years ago while attending the Disney Institute. We need to sell the glasses again when our patients pick them up. It counters the sticker shock. When they are in for their eye exam I talk to them using the doctor-driven dispensing method. From the exam chair, I prescribe what they need to better their lifestyle, and I describe each type of lens and coatings. This style of prescribing uses the power of the pen: prescribing in the exam room followed by re-prescribing in the optical area.
I have seen a significant increase in revenue by using doctor-driven dispensing, but also happy patients which helps my Yelp score and helps with patient referrals. This is why we need to do this all over again when they pick up their glasses. My patient was happy when they left for the first time, but we knew they were going to be back in a week or two. Now I am saying goodbye to them for a year. I want them just as excited. The way to do this is have the WOW factor all over again. When they pick up their glasses we have them in a nice bag with our logo on it. In the bag is a cleaning cloth, spray bottle of glass cleaner and a couple of other goodies. We believe in giving back so we donate to Optometry Giving Sight for every pair of glasses dispensed. Our patients love this. This added touch makes it even more special that they chose us for their eye care. Then comes the most important part of this experience...resell the glasses.
How do you resell the glasses? Go over every part of the glasses, including what frame they purchased and why. This frame is the highest quality material and specifically fit for you. The lens design you purchased was specifically designed for your lifestyle to ensure you the most comfortable vision available at this time. Your coatings are designed to help you at your workplace, recreation space and everything in between. Your lenses are warranted for scratches. The whole idea is making them happy they spent the money they did and conveying the benefit to purchasing the glasses from you. I want my patients to be proud they spent their hard-earned money with me and that I want to see them again next year. The only way this can happen is to have the staff excited and trained to sell. I am blessed with the best staff I have ever had, and I feel this is why my patients get that WOW experience every time they come into the office. Try this and you will see how happy your patients are. Remind them why the glasses they purchased will give them the highest quality, most advanced eye care to maximize their lifestyle. This is why we chose the greatest profession and why we love helping our patients.
Eric White, OD is the owner of Complete Family Vision Care Optometry in San Diego, CA. He is a clinical investigator for several contact lens companies having participated on over 420 clinical studies. Dr. White has published several articles on contact lenses and given numerous talks on contact lenses, eye safety, computer vision syndrome and practice management. Dr. White was awarded the 2012 Transitions National Eyecare Practice of the Year, the 2014 Vision Monday Innovator of the Year, the 2015 Transitions Ambassador of the Year and the 2017 San Diego County Optometrist of the Year. For questions or comments about this article, please contact firstname.lastname@example.org.