Not only is 2020 going to be a good year for optometry jokes, but it’s going to be a good year for optometry marketing and management opportunities. The only New Year’s resolution you should make this year is how to be a better leader and how to make your business more successful.
Why do New Year’s resolutions never seem to stick? The problem is always in the planning. If you make a New Year’s resolution to eat healthier, but you make no effort to buy healthier foods or stop eating out, then your resolution is bound to fail. The same applies to your practice!
First of all, think of 2020’s resolutions as “goals” instead. Goals are achievable. A great goal to start with is obtaining more new patients. You can do this by trying to assert your presence more on social media, taking out ad space in local papers or magazines, attending health fairs and community events, and offering patients with incentives for filling out surveys or leaving online reviews or tagging your practice on social media.
Another goal to set for yourself in 2020 is to minimize employee turnover. This is so important because it will significantly cut down on your cost. Think of the manpower training takes, think of uniform reimbursement costs, think of the attention taken away from patients when time and attention has to be put toward training. Not to mention, fostering a supportive environment for your employees makes them happier and helps reduce stress, in turn, reducing employee conflict. You can start offering staff incentives for teamwork, or quarterly bonuses for performance or profits. You can also offer team building activities bi annually or quarterly. Make an effort to implement annual performance reviews and raises, even if the raises are just cost of living based. This will keep your employees feeling valued and appreciated.
The last main goal you need to set for your practice is increase sales. Some offices choose to stock medical or cosmetic products, like artificial tears or eye safe moisturizers. Most practices make a lot of their profit from optical sales. You can make an effort to train all of your employees to suggest purchasing their glasses or contacts with your practice versus an online retailer. Training your staff to be knowledgeable and direct when it comes to the products you offer (Varilux lenses, daily disposable contact lenses, non prescription sunglasses to name a few examples) is an easy way to “plant the seed” from the moment the patient starts their exam. If your technicians can discuss the patient’s lifestyle and tell them how great contact lenses would be for their workouts, or how great Varilux lenses are for crafting and watching TV, this gets their wheels turning prior to even speaking with an optician or checking out with your receptionists. You can also compose price comparison lists with major chains (Costco, WalMart, 1-800-CONTACTS, LensCrafters, Zenni…) and be direct with your patients about what a few extra dollars will really get them if they purchase with you. Explain that you will provide them with warranties, or contact lens trials (usually not figured into the cost at chain retailers.)
An additional goal to set for yourself is to improve your customer service. This can be done within the goals above, but you can make additional efforts to improve day to day. Reminding your staff to greet patients with a smile, being sure to end every call with “is there anything else I can do for you today?” Don’t forget to listen to hear, not to anticipate a response. You can also consider providing patients with snacks, or coffee and water. Keeping the environment clean and presentable also makes patients feel more at ease about receiving services in your establishment.
Let Sol Operations Solutions help make these goals more attainable. We can set up an action plan and go step by step to make your practice as successful as you always envisioned it! Bring 2020 into focus with our help!
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