Joy L. Gibb, ABOC began her optical career in 1986 and has managed an independent retail opticianry and owned a mobile optical service.  She currently oversees the optical dispensary for Daynes Eye and Lasik in Bountiful, Utah.  In addition, she often con

Joy Gibb, ABOC

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 Welcome to “Eye Catching: Let's Chat,” a blog series featuring contributions from members of the ophthalmic community. These blogs will be an opportunity for ophthalmic bloggers to engage with readers with about a topic that is top of mind, whether it is practice management, experiences with patients, the industry, medicine in general, or healthcare reform. The series continues with this blog by 

, president of Eyes of Joy Mobile Optical Service, Woods Cross, UT. The views expressed in these blogs are those of their respective contributors and do not represent the views of 

	Spring is here-or at least it’s supposed to be!

	I find this to be my favorite time of year.  When I see the bright yellow crocuses pop their heads through the soil, it reminds me that things are about to change.  There’s hope that the snow and cold will give way to a beautiful landscape of green grass, blue skies, and a multitude of flowers that will blossom in gorgeous colors.

	With all those changes around me, it also reinvigorates me that I can change the landscape of my own life-it feels like anything is possible!

	With the hope that spring brings, it may be the perfect time 

to look at your practice and take a moment to dream!

  What would your ideal practice look like?  What would the dynamic be among your team members?  What would a typical patient encounter look like, from the initial phone call, to when the patient leaves leave with his or her glasses, contacts, or postoperative vision? 

	The world’s greatest athletes practice visualization-they see themselves winning.  All their training is done with the end result in mind.  They create diet regimens and workout plans that move them toward their goals, one game or tournament at a time.

, you can visualize yourself succeeding as well and implement a plan that will support your desired outcome.  Even the best athletes surround themselves with a great team who all share that same dream and goal of winning.  Dieticians, strength trainers, coaches, and sponsors are all a part of an individual athlete’s success.  You have a team as well, and they want you to succeed!

	Your receptionists, techs, billers, and opticians all have a very unique perspective about your practice and the experience the patient is having.  They most likely see and hear things that you won’t that could be valuable in creating an exceptional patient experience.  When you include your team in creating a dream practice, the energy you have as a group will propel you more quickly to the success you desire.

 Blog: Stuck between a wife and a husband: A cautionary surgical tale

	Consider holding a “dream retreat” for your team.  Get away from the office for a day or two for idea sharing and strategic planning.  Ask each person to visualize what his or her dream practice would look like.  What tools would he or she like to have in order to make those dreams a reality?  What could he or she contribute to help the entire practice succeed?

	As your team members feel valued in their suggestions and concerns, they will be more invested in the success of the practice-instead of feeling as though they are being told what to do.  Allow them to be a part of the design and implementation of what a dream practice looks like, and then implement action plans that include everyone on the team contributing to the workload and success.

	Possibility is exciting!  What are the possibilities for your practice and your team?  There is a difference between wishing for success and hoping for success.  You can wish for things to be different, but wishing typically means you either don’t have much control, or you aren’t building a road map to make things different.

Related: Economics of a part-time practice

	When you work with hope, you are generating and implementing new ways of doing things.  They become the new normal.  You’ve created a plan for how you are going to win!

	So go ahead and dream about what your ideal practice would look like and get excited about the possibilities!  Where do you want to be as a practice next year, in 5 years, and in 10 years?  Once you have a good vision of what the end result could be, you can then start building the road map that will help you get there.

	One of my favorite songs by Ryan Shupe sums it up pretty well.  “And when you dream, dream big.  As big as the ocean blue.  ‘Cause when you dream it might come true.  But when you dream, dream big.”

Articles

In her debut Blog, Joy Gibb, ABOC, encourages physicians to daydream with their team to create their ideal practice.

Daydreaming of the perfect practice

 Welcome to “Eye Catching: Let's Chat,”

contributions from members of the ophthalmic community. These blogs are an opportunity for ophthalmic bloggers to engage with readers with about a topic that is top of mind, whether it is practice management, experiences with patients, the industry, medicine in general, or healthcare reform. The series continues with this blog by 

, an optician at Daynes Eye and Lasik in Bountiful, UT

. The views expressed in these blogs are those of their respective contributors and do not represent the views of  

	There are essential components to a budget for your practice-rent, utilities, and staff wages to name a few.  But there should also be another section in your budget for marketing.

	Marketing can be done in many ways and some are far more cost effective than others.  You’ve probably explored the typical marketing avenues such as advertising in your local paper or hometown values coupon booklets that are mailed to all the homes in your area.  While those are always nice options, the marketing you do to develop relationships with others in your community will always give you the biggest return on investment.

	We recently embarked upon a marketing strategy to get our practice name more recognized in the community.  Instead of targeting customers, we targeted other physicians in our local area that had the ability to refer new patients to us. 

	We made a list of local pediatricians and family physicians and came up with 45 providers to visit.  We wanted to make sure we had a good message so they would remember us and know what we could do to help their patients.  With school starting just around the corner, we opted for a message about school vision screenings and some statistical information about what can be missed in a vision screening not conducted by an eye care professional (thevisioncouncil.org is an excellent resource for information). 

	We created a quick facts sheet with our contact information at the top and highlighted a few points regarding children’s vision and gave each physician a copy.  We also provided some clean copies of the same facts for them to share with their patient’s parents. 

	Part of our desire in this adventure was to help these providers understand that we are a personable office and is willing to work with them in accommodating their patients as soon as possible with personalized care.

	We created a card that highlighted not only our contact information, but also pictures of our staff to give it a more personal feel.  Everyone likes a treat so we purchased a dozen cookies for each provider and attached the card to the box with a cute ribbon for personality.  But you don’t want to alienate the office staff, so we purchased another dozen cookies for the staff to share.

	A few of us from the office made the rounds introducing ourselves, explaining what we do, and giving each provider a stack of business cards.  The response we received was warm and impressive.  Many of the providers were enthusiastic about the facts we provided them and said they would begin to encourage earlier eye exams from an eye care professional when visiting with their patients. 

	Some of the providers also were thrilled to have an ophthalmologist to refer to and gave us the opportunity to tell them more about our practice and how we could help them provide even better care for their patients. 

	It was an investment of our time to visit the practices and getting out of our comfort zone to introduce ourselves to so many new people.  As far as a monetary investment, we did all the treats and printing for right around $500.  The new relationships we established are priceless and we’ve noticed the referrals of new patients to our practice coming from many of these physicians.

	Part of effective marketing is telling others what you are good at, why you enjoy doing it, and how it benefits them.  We plan on reaching out again to these physicians with information on how we can help patients who are struggling with computer vision syndrome and the effects of blue light and take a sample of blue light reducing computer lenses for them to actually try.

	We’ll also reach out to pediatricians and our local youth sports leagues to share information on the importance of sport specific eyewear.  Dermatologists are another group we plan on reaching out to about UV protection and sunwear.

	Not only did it help us draw in new patients, it was also a great experience in building our team and working together.  Someone with a more artistic flair created our cards and someone who was comfortable with the public took the reins in introducing our office to others. 

	We brainstormed ideas for what we can do in the future, and once we started thinking a bit outside the box, the more ideas started coming and the excitement for future marketing adventures blossomed within the team.

	Think about who in your community you can build a relationship with to increase referrals and awareness.  Generate messages that will tell them what you’re good at, what you enjoy doing, and why people should come see you.  Toot your own horn and tell people how great you are!

There are essential components to a budget for your practice-rent, utilities, and staff wages to name a few.  But there should also be another section in your budget for marketing.

Tips to get more bang for your buck and increase referrals

	You may have recently heard in the news about the 

 (UPP) of several contact lens manufacturers being deemed unfair to consumers and the state of Utah passing legislation to ban it.

	 Utah is my home state, and I have had the opportunity to hear from and talk with a legislator who felt he had been educated on the situation.  I’d like to share some of the concerns and perceptions he had because I think they are very similar to the concerns and perceptions of many of our patients/customers.

	The eye care industry for years has had blurred lines about whether we are medical or retail. 

	They buy product in retail environments to solve medical issues and problems.  My vantage point has always been that a person is a patient in the chair, but a customer in your dispensary.

	 As eye care professionals, our primary focus is always doing what’s in the best interest of the patient and giving them recommendations for vision solutions that will not only improve their visual acuity, but also their lifestyle.

	One of the senator’s primary concerns was that a contact lens brand was being dictated on a prescription, which didn’t allow for consumers to then purchase whichever contact lens they felt more comfortable with or had the biggest rebate or lowest expense. 

OD-performed surgery dangerous, unacceptable

	We’ve all experienced the phone call from a patient while they are at a big box discount chain, or the retail chain wanting a new prescription written for a different brand of contact lens, because they’ve been told the new lens is cheaper or it will be eligible for a larger rebate.  The senator just didn’t understand why that was such a big deal to just get a prescription filled for any contact lens.   

	Photo credit:  ©Africa Studio/Shutterstock.com

	I hoped to help him understand by drawing a comparison. I asked him if he went to an internist and was told he had high blood pressure what he would think if the doctor then handed him a list of thirty different blood pressure medications and told to pick whichever one he thought would be best.  I’m quite sure as a patient, that he would want to know which medication would be best for him and his situation; which medications may interfere with other health situations he had, possibly making them worse; and were there any risks or benefits based on his unique health and lifestyle profile from one medication over another. 

	I also reminded him that the eye is an exposed organ with the risk of injury and infection.  The contact lens a doctor selects for their patient is based on more than simply price or popularity on a retail level.

	The discussion I had with the senator has prompted me to think, “How can we as eye care professionals do a better job of connecting with our patients so they understand the medical benefits of the products we recommend?”

	I’ve worked with several doctors over my career and can tell you that when doctors make product specific recommendations to the patients during the exam, the patients become far more willing to be compliant with those recommendations and usually have a better experience with their vision because they have gotten what’s best for them, their conditions, and their lifestyles.

	Might I suggest that the next time you are conducting a contact lens examination, you take an approach with the patient that will blend both medical and retail recommendations?  Do they know and understand why you are making the recommendations you do?

	Instead of simply handing them a prescription for contact lenses, there should be a discussion about why you are prescribing that particular contact lens.  During the exam you should reference your findings in conjunction with your recommendations.  “You mentioned today that your eyes have felt dry.  I’m prescribing this (name specific) contact lens for you because it has a material in its composition that will help alleviate some of those uncomfortable conditions you described and can be healthier for your long term visual health.”

	There are several valid and important reasons we recommend certain products, whether they are contact lenses, eyewear, or pharmaceuticals.  We know the “why”, but do our patients? 

	If you explain the “why,” it not only instills confidence in you as a medical professional, but also as a trusted guide in a myriad of products available to them in a retail setting.  You give them value in their purchase, and they will be more likely to be compliant with your recommendations.

Next: Combining medical reasoning with product recommendation

	Patients look to doctors for their professional medical opinions and advice in making their life better.  They want to know how to retain the vision they have and restore vision that has been lost, and they want to do it in a way that’s healthy for their unique circumstances. 

	When you combine medical reasoning with product recommendation for your patient, you are building a relationship of trust and loyalty.  

Further reading: Becoming a better listener for the sake of your patients

In her latest blog, Joy Gibb, ABOC, writes how ophthalmologists can fight UPP at the source-your patients.

Combatting UPP at the source

 contributions from members of the ophthalmic community. These blogs are an opportunity for ophthalmic bloggers to engage with readers with about a topic that is top of mind, whether it is practice management, experiences with patients, the industry, medicine in general, or healthcare reform. The series continues with this blog by 

	There’s an old business adage that says, “The customer is always right.” 

But what happens when you know they aren’t?

  Those are the moments when you might find your stomach in knots, your blood pressure rising, and at a total loss for words.  You’re in a moment of conflict and chances are you flip into fight-or-flight mode.

	I really don’t believe anyone enjoys conflict, particularly with our patients.  We want them to have a positive experience in our practice and hope they will refer their friends and families.  But there are times when conflicts with customers need to be addressed not to only guard your finances, but also to protect the morale of your team. 

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	Training your team how to handle these potential conflicts empowers them to act in a way you feel comfortable with.  After all, we know the customer isn’t always right, but they need to be allowed to be wrong with dignity.

	You can avoid conflicts by following a few simple rules:

	The first is to always be an active listener and communicate as a team what you learn about your patients.  When your patients schedule an appointment, they may tell the scheduler why they are seeking an appointment and hopefully those concerns are noted.

	It may be helpful to have a quick review of the schedule with the entire team so those reasons can be shared and the patient’s needs met in a timely fashion.  Use often the phrase, “if I understand you correctly…..”  This assures the patient that you understand their concerns and are prepared to address them. 

Top ophthalmic advancements over past 20 years

	Another phrase that everyone on your team should use frequently is, “do you have any questions for me?”  This allows the patient to bring up a concern before the appointment is completed, rather than leaving and feeling as though they weren’t heard or understood.

	The second step is to avoid miscommunication.  Make sure you have consistent and regular team meetings to review the policies and procedures you wish your team to follow when dealing with patients. 

Did you miss a Lets Chat blog? Click here to catch up!

	There are a couple of areas where miscommunication can become a problem, but can be easily remedied when everyone on the team is on the same page.  The first can be discounts.  Who do you give discounts to and what amount?  If you give a “family” discount to employees, have you defined who “family” is?  Will it be just immediate family members or will it extend to cousins and aunts of team members?  You may also experience a patient who overhears someone else getting a discount and then wonder why he or she don’t get one too. 

	Another potential point of conflict is warranties.  Will you stand behind remaking lenses or replacing frames if the patient’s dog chewed on them?  What if the 1-year warranty expired 2 weeks ago?  Do you honor the manufacturer’s lifetime warranty?  I’m sure you can see where there may be potential conflicts regarding warranties and guarantees.  One of the best ways to avoid miscommunication is to put things in writing. 

	You can also avoid conflict by managing expectations.  Help your patients understand how the prescription you have given them will work.  If they can’t correct to 20/20, make sure to tell them, and then give them options for how to best retain what vision they have or if possible, what to do to restore what they have lost.

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	When discussing lenses in the dispensary make sure you explain an edge thickness or why you wouldn’t recommend certain lens materials for the patient’s prescription.  If you have a patient who chooses not to purchase a high-index lens, it would be beneficial for you to make note of that on their record.  Jot down that you had the conversation and why you recommended a certain product.  Then make sure to note if the patient refused the product.  If they come back in disappointed with the thickness of their lenses, you will have notes to refer to during your discussion.

	So how can you better prepare your team to handle conflict? Ask your team to share their most common conflicts they experience and then role play possible solutions.  Some people-when confronted-tend to lose their ability to think and respond well under stress.  Have you ever purchased something, knowing you would have to explain it to your significant other?  You probably had a conversation in your own mind about it.  They will say this, you will respond with that.

	Dealing with patients and potential conflicts is really no different, and giving your team members an opportunity to practice and create solutions will help them keep their calm.  Your team may come up with examples such as the angry caller (who would never say to your face what they say on the phone) or the patient who is upset because their exam for an infection was billed to their medical insurance, not vision, and went toward their deductible.

	Have the team come up with appropriate responses and solutions so they feel more prepared.

	There may be times when your patient insists on a full refund or a third or fourth remake on their glasses.  Is there anything you can do?  Allow the patient to express their frustration and then validate it by using a phrase, “I’m hearing you say” or “If I understand correctly you…..”  Then you can calmly explain your situation-perhaps it’s costing you money, or the manufacturer won’t replace the frame at no charge because their dog chewed on it.

Next: 'Patients really aren't out to get us'

	If you have validated their frustrations and then calmly explained your view of the situation, you can then ask them, “What do you feel would be a fair solution for both of us?”  Very rarely have I asked this question and the patient responded with wanting all their money back.  The question gives them an opportunity to reflect on how their choices may have affected the situation and their sense of responsibility and fairness kicks in.

	Patients really aren’t out to get us, and sometimes we need to stop thinking about being defensive and how both parties involved in the conflict can walk away feeling good about the resolution.

	Again, patients aren’t always right, but they need to be allowed to be wrong with dignity.  Help your team members understand how they can better do that when conflicts arise. 

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In her latest blog, Joy Gibb, ABOC, solves the much avoided topic of handling your most stubborn patients.

Joy Gibb, ABOC

Articles

Tips to get more bang for your buck and increase referrals

Combatting UPP at the source

Mystery solved: Handling hotheaded patients

Daydreaming of the perfect practice