Eye care professionals can foster deeper patient relationships in digital era
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Creating a patient-centric approach in your eye care office is essential, especially as we evolve our practices to fit in today’s digital era.
As a private practice owner for more than 13 years, I am driven by my responsibility as an optometrist to provide the best care for my patients and community. As I think about the future of practice management, it is critical that we evolve to offer a hybrid approach with in-person services and virtual services.
Throughout my childhood, I watched my father grow his optometry practice with 100% in-person services, which I still value deeply. But in today’s world, especially following the challenges of 2020 to today, we must offer both types of services to ensure we are meeting patients in the digital world they already live in.
Benefits of embracing technology
As a practice owner, I am always looking for ways to foster stronger connections among my patients, practice and staff. In December 2019, I became a beta user for Alcon’s digital contact lens-ordering platform and quickly discovered that offering a convenient experience that follows patients beyond the exam room creates potential for fostering stronger connections.
Patients want to feel more connected to their eye care practitioner, and they expect concierge-like services. When I incorporated the technology into my practice’s day-to-day routine, we became known for our additional virtual services, such as 24/7 contact lens ordering and appointment reminders. By utilizing technology to automate and streamline certain administrative tasks, I provide services that my patients expect while lessening the burden on my staff, so they can focus on their most important task: interacting and building patient relationships through personalized eye care.
When the government enforced stay-at-home orders in 2020, technology became increasingly critical and ultimately gave my practice a competitive edge. I was fortunate to have technology in place that allowed me to reach people who could not leave their homes. To this day, I benefit from technology that extends the reach of my practice, in addition to offering in-person care safely.
Find tools to extend reach of practice
Using a contact lens-ordering experience works best for my practice, staff and patients, but there is no “one-size-fits-all” solution. Luckily, there are numerous ways to cultivate connection in and out of the practice.
My practice’s contact lens-ordering platform extends the reach of my practice, allowing me to compete in the increasingly complex eye care market. Twenty percent of patients order contact lenses online, and that number skyrockets for reorders, which make up the majority of contact lens sales, in which 90% of units are not purchased in the practice. Clearly, this is a key revenue stream my practice, and many others like it, had previously been missing out on before implementing an in-house service with a digital presence. Whether it is contact lens sales or another revenue driver, identifying your practice’s key revenue sources and exploring ways to improve the product or service will ultimately extend the reach of your practice.
Seek out engagement opportunities
Patients are not just consumers who buy products or services — they are humans who want to develop meaningful relationships. That is why I proactively seek opportunities outside of traditional care to engage with my community (eg, providing referrals to other health care services, engaging in community-driven activities at my local house of worship and daughter’s school). Find what works best for your practice and approach relationship-building authentically, so your community can see the real you.
Convenience and connection are key for eye care patients. When patients can access their practice beyond traditional business hours, sales can be made 24/7, and, most importantly, patients feel like they are receiving priority care.
In a time where connection — digital or in-person — is more important than ever, finding ways to maintain patient-practice connections beyond the eye exam room is critical for creating positive relationships that keep patients coming back and prioritizing their sight.
References:
- Nichols JJ, et al. Contact Lens Spectrum. 2020;35:18-25.
- Vision Watch. Key metrics: Assessing optometric practice performance. December 2015.
For more information:
Deborah Weston, OD, practices in Weston, Florida, where she specializes in dry eye disease as well as specialty contact lens fittings.
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