How do you get customers to Walk-In to your Optical?

**crazy4eyes** · 09-23-2003, 01:01 AM

We have a new practice and are seeing an average of 40 patients a day. The problem is getting more of those patients who are prescribed to even STOP in our optical which is a part of the office located next to the waiting room. There is sooo much competition in our town, I'm afraid they assume we are more than Walmart, Pearle, Lenscrafters, etc. and don't even bother to stop in and check out what we have to offer. The doctor is really good about telling everyone he writes an RX for to stop in his optical and talk to the optician, but they dont all listen. Please help, how do we get them to at least come in?

**sticklert** · 09-23-2003, 01:26 AM

Maybe,

the dr. should walk them over and introduce the patient to the optician.

In addition, it is a fact that if the Dr recommends from the chair, or in front of the optician exclusive products that they can't get from the big guys ie a progressive design, AR, material, or frame line patients are more inclined to see what you have to offer. The thing is they think you have the same things and know that those same things would be cheaper over at the big guys. That is not the case if they can't even get it over at the big guys.

If you know the patient is in for a glasses exam it might also be a good idea to have the patient come over and look at glasses, try on frames etc. before dilation. Dilated patients have a great excuse not to look at glasses after the exam, but not if they have already picked them out.

Have employees wear the latest and greatest in frames and lenses more cases than any the big guys don't have it on the shelf.

You have to show the pt that you excel in quality and service that is why they come to you in the first place.

Anyhow, that is my two cents.

Todd

**chip anderson** · 09-23-2003, 06:53 AM

Dear Crazy and STrick: I am pretty sure that under Eyeglass 1, it is illegal for the doctor to walk the patient (or his Rx) over to the optical in which he has a financial interest. I am positive it is unethical for him to recommend any dispensary in which he has a financial interest over those he does not.

Chip

**PAkev** · 09-23-2003, 09:41 AM

Crazy,

Chip and Sticklert have provided some good info but I will offer my two pennance from my personal experience in a single doc ophthalmology practice.

Not sure what the scope of the Dr's practice is but if it is ophthalmology you can expect that many of those 40 patients may be seeing the doc for reasons other than a refraction. Although most may have specific optical demands your target clientelle is the docs routine or annual patients.
If the doc is indeed an owner of the optical you can legally obtain the names and addresses from the docs schedule and files to mail these folks a simple one page letter in an envelope with the DOCS name and address on the outside. This works well when piggybacked in the same envelope as the patients appointment reminder . You can take this opportunity to convey your abilities, education, specialty, as well as promotional eyewear sales. I found it best to use a paper color other than white so that it stands out from all the bills and other junk mail so that they can easily locate it when running out the door to their exam.

As far as the leagal issues go (I believe Chip is referring to STARK) I have yet to see a non-biased understandable interpretation of the law which still remains arguable among the legislative and medical communities.

Although things may be different in licensed states, there are many places putting out shabby eyewear and only know how to shrug shoulders and point fingers when dealing with their own problems. Doc's recognize this as increased chair time at their expense when RX's are made incorrectly. I don't believe it is unethical for a doc to act in his professional interest to make a higher standard of eyecare available.

Finally, remember that many patients have established relationships with other optical retailers that must be respected. You are not there to "Steal" patients from other places. I guarantee you would be upset if a new kid on the block disturbed a mutually professionally relationship which you worked at for a long time. You will be developing your own clientelle from new patients that respect you as a professional and you respect them as a patient. Many of these folks may be indifferent of where they purchase their eyewear at first but after a pleasant experience will consider you their optician.

Good Luck
Send you check for consulting fees in 3 easy payments of 29.99 to
Kevin

**Texas Ranger** · 09-23-2003, 09:42 AM

As an 'independent' optician, we refer patients out for an eye exam. and i'm sure that many of the docs 'exam' patients are referred by someone like me; now i've dealt with situations like yours, and just taken the doctor off our 'referral' list...also, those folks that we refer to a doctor for an exam, really resent being 'pressured' to buy from the doctor's shop. it is 'high pressure' for the doctor to walk the patient over....patients(not all of them) like the idea of a seperation of services...from the doctor's side, i'm sure they appreciate referral, since if he's decent, they begat more referrals...I do think that there are places competitively in the marketplace that have created the "perception" of being a certain thing to the public...like many consumers THINK that major chains are less expensive(WRONG !), and they think that doctor owned shops are MORE expensive, and that has proven fairly accurate, since many feel the need to particiapte in VSP and other eyecare benefit plans that dictate a high mark-up, which leaves the non-insured patients with the idea that the shops are expensive, which they are...but they'd pay just as much at a major chain for the same products; so the idea is to carry better, unique products and employ an excellant optician...and do what you can to dispel people 'perceptions', but being a VSP provider isn't one of them...

**crazy4eyes** · 09-30-2003, 07:25 PM

Sticklert & other Optibaorders, I was thinking the same thing you were. Every doctor I have worked for in the past walks the patient over and introduces them. On some occasions, I was buzzed to the exam room for a consultation. Unfortunately, the new office is not set up that way. Plus, the doctor sees 30-40 patients a day all by himself. He is very good at talking about their Rx and tells them "his" Optician (me) will explain into detail what recommend for their particular Rx, but they check out and continue walking out the door without even stopping in the Optical. Not everyone walks out without checking out the Optical, but more than I would like do. I dont think the doctor has time to walk them over, but on a good note, he is very good at talking to them about what he recommends where eyewear is concerned. I'm wondering if it's the layout of the office. When the patient checks out, they go through a door back into the waiting room (in the front)and they then have the choice of going immediately left into the Optical or straight out the door to another Optical.

I just dont know! Please everyone, let's here some more suggestions! I desperately need your input, I have tried everything I know and nothings working!!

If you check my other post, it gives you our demographics.

Thanks everyone for your posts!!!

**PAkev** · 09-30-2003, 09:41 PM

Crazy,

Our optical is located in the rear of our office building and the reception area and waiting room is located in the front. If we reversed things it would only mean that folks would come in the rear of the building directly to the waiting room and never make it to the optical. The good news is that our handicap entrance is through the optical which provides adequate exposure.

How long is your doc taking with his patients and is he routinely running on schedule seeing 40/day.
If folks are waiting 45 min or 1 hr before they make it to an exam room and then another 30 to 45 min for dialation and exam, the last thing they want to do is spend another 45 min or hour discussing and choosing eyewear.

I believe our circumstances are very similar; my doc is a one man band with a handful of ancillary staff and I am a one man band with the occasional help of my family. When he is running behind schedule, I am dead but when he is on time or ahead of time, I am usually busy.

One other thing I found to be helpful is have a monthly promotion flyer that gets handed out with every RX that leaves. I usually do not make it a policy of putting prices on the flyer but I will usually list the scope of the promotion to comell them to at least give us a look. For instance, This month we are having a clearance of summer sunwear inventory and offering all sunwear frames at 50% off with purchase of RX lenses. An expiration date usually compells them to return soon to order their new eyewear.

I personally believe it is unethical to escort patients directly from the exam room to the dispensary. Patients having relationships with other opticians "MUST" be respected. Do I hear an "AMEN" from independants? How do you think your wife or girlfriend would feel if you brought her to the shore or pool and began looking at all the other women in bathing suits? This gun to the head strategy may mean making a sale on the exam day but if the patient doesn't feel comfortable with the transaction they may not return again for either an exam or eyewear.

Finally, if your doc doesn't already have one, he needs to establish and make known his RX recheck policy. If he made an error during an exam to warrant a new RX change that is his problem and should offer a professional resolution at no cost. However, if the eyewear was purchased and made incorrectly elsewhere, the cost imposed for his additional chair time is not unreasonable and may sponge any savings the patient perceived.

Kevin

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**Joann Raytar** · 09-30-2003, 10:27 PM

I agree with the others about the Doc not escorting folks into the optical. Our Doc only brings folks over when they are his personal friends. It can be awkward for both staff and patients if the Doc brings folks into the optical. In a couple of places have worked, I have heard people say they felt pressured by overzealous Docs who appeared to push their own products on them.

We are Doctor owned but we see a large number of people come in with outside Rx's. A great deal of this business involved some leg work. We set up safety accounts, hand out business cards at social functions, advertise our sport eyewear at biker and ski shops get involved with gift certificate donations to local charities; we do a great deal of word of mouth and community advertising.

Does the layout and look of your dispensary draw folks in or blend in with the rest of the office?

**paw** · 09-30-2003, 11:31 PM

The suggestions that come to my mind are:

1. I'm really surprised that the doctor sees 30-40 patients a day. That is an exam mill. (Does that turn your patients off?) Do you get a lot of returning patients? It seems to me that loyal, repeat patients are more likely to buy their glasses from you than new patients. If you have mostly one-time patients, may be part of the problem.

2. What is the image of your office? Does your image "jive" with the what the patient's are looking for? i.e., If your patient demographic is high-end, does the doc and office have high-end ambience and frames? If your patient demographic is working class, are you offering quality, yet sensible frames? Although there are exceptions, I think generally this group doesn't go for cutting edge or expensive styles.

3. Does your waiting room have promotional materials to spark interest in designer names, second pairs, AR coating, etc.

4. Could you develop a questionaire for the patients to complete (without identifying themselves) asking something along the lines of: "What do you look for in eyewear and do you feel we offer this?"

5. Do you have a newsletter or some other promotion that tells your patients and others what you carry and inviting people to check you out.

6. I agree with PAkev. If patients have already spent a lot of time in the office between waiting to see the doctor and the exam itself, they won't be inclined to spend additional time picking out a frame.

7. Some people don't like picking out frames after the exam because they've been dilated and can't see. Could you encourage people to browse in the frame room before their exam instead of waiting in the waiting room?

**paw** · 09-30-2003, 11:41 PM

I thought of something else, but this is really stretching it.

One time I was browsing in a chain optical in a mall and I could smell a perm from the hair salon next door. That was enough to make me want to leave. Does your office have any annoying smell, noise, etc that could be driving patients away?

Do patients park in a parking garage or on-street parking where they have to feed a meter? That kind of time constraint would inhibit people from staying longer than they have to.

**paw** · 09-30-2003, 11:55 PM

Crazy4eyes, you said, "When the patient checks out, they go through a door back into the waiting room (in the front)and they then have the choice of going immediately left into the Optical or straight out the door to another Optical."

I just re-read your post and I think this is the key. Are they actually going to the other optical, or are they leaving to go home?

If they go directly to the other optical, the problem is your optical has lost out to the other optical. You need to find out what the patient wants and make sure your optical offers it better than the other one does.

If they go home, that's a different problem. First, make sure you're not taking up too much of their time while they are there for the exam. Then, promote yourself to draw them back. What advertising do you do?

**crazy4eyes** · 10-03-2003, 06:02 PM

Thank You, Thank You!! You guys are so nice to reply! I really appreciate it. I printed out your responses and I will try to reply to each one. I wish I could give you more information initially, but it's hard trying to put all the facts down in one post! Thanks for keeping up with my posts!

The 1st thing I want to clarify is it is a personal opinion when it comes to the Doc "escorting" the patient to the Optical and introducing the Optician. I respect that. The M.D. I work for does not currently do that. However, the O.D.'s I have worked for in the past did not escort the patient in a manner that was "pushy", they simply escorted them to the optician and "explained" what they had just discussed with that patient in regards to their new Rx and were letting the Optician know, as well as assuring the pt. that their Optician will "take good care of them." This gives the pt. the perception that the Doc is "looking out for them."
Sometimes the Doc will say "Mrs. Jones has a slight change in her Rx, but she just wants to look." Then he'll say "Jane (our Optician) will answer any questions you may have while you are looking." Have a good day and I'll see you next year!"
Again, if you still think it is unethical, that's fine with me. I don't see it that way and I am very ethical. If you agree with me, great!

PAkev:
The M.D. I work for is a "stickler" about pt's waiting. He does not tolerate it. He does not want them to wait more than 15 min. in the waiting room. We have an Ophthalmic Tech that gets the pt started with basic diagnostic test. So that gives him more time with the most important stuff. He spends about 15 to 30 min with each patient. The one's he dilates he mentions they might want to look in the optical before their vision gets blurry. He says it in a matter of "You can check out our Optical while you are waiting for your eyes to dilate."
That was a good point about finding out what the pt's Total wait time is, alot of people (like me) are "pressed" for time. Great Point PAkev! We will put that on our list to check out!

In regards to a promotion with the Rx that is handed out...another great idea! We have electronic medical records and the doc tells the patient they can pick up the Rx in the Optical. So we can attach something to it like you do. Can you give me an example?

Jo,

We are currently doing major marketing in Papers, etc. As well as Business After Hours, Going to Nursing Homes, Schools, local businesses, etc. I feel confident that it will pick up, the practice has only been open 2 years. (The M.D. was the associate professor in the Eye Clinic at a local hospital for 8 years prior to opening the practice with an Optical.) Heck, with you guys help, I feel more confident. Thanks!

paw

Only approx. 18% are routine eye exams. The M.D. is a specialist and sees alot of pt's who are NOT getting Rx's. That's why we are trying to get an O.D. to work with him in the practice. I told him getting an O.D. would make a huge difference and he seems unsure. I think it will make a huge difference. What do you think?

The "Image" definitely jives! I am also an Interior Decorator as well as a seasoned Optician. Like I said, I helped draft the layout, design the interior and start up this office and Optical. I wanted it to look timeless, yet classy, yet not intimidating/expensive. We mastered that without a doubt.

We also have frames for every budget and have a full surfacing and finishing lab in the practice. I have been told millions of times that I was a good salesperson. I sell by being informative, being able to answer any question that is thrown at me, asking lifestyle questions, recommending the best product, making sure I know what they like or didnt like about their old pair, etc. I use the best product and have virtually no non-adapts. Also, my M.D. is an outstanding refractor! He is very intelligent and has taught me alot in regards to Optical. He's NOT your typical M.D. refractor. We NEVER have Dr's Rx changes. I know you find that hard to believe, but I have worked for him for 4 years and I swear. The only ones he has are ones that we dont know about. Sorry if that sounds arrogant, but I have complete faith in his and my ability to take care of the patient....it's just the "getting them in the Optical" and "competing with the massive amts of Optical Chains in our town".

The smell is that of a "new house." Like I said, it's only 2 years old and I keep it spotless, uncluttered and organized. That's something people need to think about though! Good question!

Parking: The office is freestanding and looks like a house. It's beautiful. It is all brick and has a rocking chair front porch with columns. It has an Arched window in the Optical. The handicap ramp takes you in front of the Optical which also has it's own door. When you look at the office standing in the parking lot, there is a door in the middle which is the Main entrance and a door to the right of it which is to the Optical. Both doors are under the porch. You park right at the curb in front of the office and parking is not an issue. As I said before, we are in a horse shoe development with other doctors offices that are also freestanding. However, we are not visible from the main road. We are behind a bank that IS visible from the road.

One of the concerns I have is the sign is terrible. It's an all-in-one sign and we are listed in a row (one on top of the other) with all of the other tenants in the executive center we are in.

Check Out: They don't go through a "back door", let me try to explain better.... you walk in to the office, the reception is straight ahead. There is a door to the left of the recept. desk that pt's go "IN" to the exam room and to the right of the reception is a door that pt;s come "OUT" of when they are done. If you are facing the reception and look directly right, that is the Optical. Does that explain it better? You can see the Optical from the Front of the building and the side that is behind the bank where people park and go through the drive up window.
I thought about getting one of those neon signs that says OPTICAL and putting it in the window that bank customers could see.

How do you suggest I promote pt's to come back that go home because of time constraint, or ones that say they want their husband to help them pick out glasses, etc?

Thank you soooo much for your advice everyone. I look forward to more response!!

**paw** · 10-03-2003, 09:12 PM

When someone is dilated and can't see clearly, or they want their spouse to see the frames, or they are waffling between a few frames, IF THEY ASK, we will let them take the frames home for a few days. Now, we live in a small, Norman Rockwell-type town, so this works for us. I'm sure in a big city, this is a recipe for theft. But I think this is a nice, personal-service touch that we can offer that a chain can't. Maybe this idea will work for you also.