CONTACTS IN FOCUS

Opportunity Knocks

How one busy practice added staff to be proactive in presenting contact lenses and gaining pre-exam intel

randolph Eyecare Center was facing a challenge. With changes arising in medical care reimbursements, this busy practice was feeling the crunch in trying to maintain profitability, patient care, and the time to dedicate to presenting contact lens options.

THE PROBLEM

“With the change in medical care reimbursements, we looked at how we could take care of the same amount of people in the same way—or better—without losing any revenue,” says Jill Saxon, O.D., an optometrist with the Randolph, N.J.-based practice, which is served by a father-son ophthalmologist team and two optometrists.

THE SOLUTION

To better serve this business’ needs, two technicians were hired to gather pre-exam information and help expedite the process for each patient. These new staff members are charged with streamlining the patient process for the eyecare providers. They are also asked to present product options, including contact lenses.

To learn more about this new and successful staff-inspired process—and product presentation—at Randolph Eyecare, we caught up with Dr. Saxon to ask a few questions.

Q WHEN DOES THE TECHNICIAN FIRST INTERACT WITH THE PATIENT?

We have instated a new process. After checking in, the patient then meets with the technician as a precursor to the optometrist—they gather medical history and background and they also present some product options, such as contact lenses. They don’t make the final recommendation, but they do introduce the patient to what some options may be. This helps the entire process, too, because they gain that intelligence for us before the patient enters the exam room.

Q HOW DO YOU PRESENT CONTACT LENS OPTIONS TO PATIENTS?

Their first introduction to contact lenses is through our technicians, during that pre-exam. [The techs] look at the patients’ vision correction history, and ask them about the day-to-day use of their eyes and their visual needs. The techs always ask if they use contact lenses—or are interested in them. If so, the tech presents some product options and then tells the patients to discuss it with the doctor during the examination.

After the exam, contact lenses are brought up again—the staff always asks if contacts are something they’re considering as part of the repertoire for vision correction. If the answer is “yes,” then we also have a certified ophthalmic technician to fit contacts—this breeds confidence among patients.

While the staff does play an important role in recommending contact lens products, I always make the final decision myself on which lens is best for the patient.

Q HAS THIS BEEN A SUCCESSFUL FOCUS?

Our service-oriented and knowledge-based approach has created referrals. It has generated exam after exam after exam—and that builds revenue, as well. We are in the business of helping people, but the revenue impact of this will generate a happy office staff and happy office owners. With this new focus, we know we’ve done the right thing for our patients on every level.

— Erinn Morgan