Coming Out of the Fog 

Life in business over the last year has been much like a bouncing ball. Closing. Reopening. Furloughing. Rehiring. And more.

As the fog slowly begins to lift, you may be asking: What should I do next and are there any positive takeaways from the Covid experience?

Here, we ask two veteran O.D.s those very questions to unveil a few key practice management tips:

Michael Kling, O.D., is CEO of Invision Optometry in San Diego and a sought-after speaker and consultant.

Gary Gerber, O.D., is from Encinitas, CA, and among the many hats he wears is that of a top practice-building and management consultant.

WHEN + WHAT?

Everyone tosses around the phrase “the new normal,” but how much longer will we be tiptoeing toward it?

“We’re seeing a slow rollout,” says Dr. Gerber. “My gut tells me it’s going to be normal-normal maybe a year from now.”

Dr. Kling stresses the need to start moving now. “It’s important that we continue toward a plan for full operational recovery by this summer,” he says. “If not, once the stimulus has been exhausted, we could see some practices continue to struggle.”

It’s a good time to ask yourself: What exactly do I need to address now for success?

SAFETY IS JOB #1.

“Many patients are still very concerned about safety, so it’s critical we continue safe protocols,” says Dr. Kling. “Although many of our patients—and all staff—are vaccinated, there still seems to be a high degree of concern.”

That brings to the fore a couple of issues.

“The most visible thing is what your policy is going to be regarding masks and when/whether patients and staff have to wear them,” says Dr. Gerber.

And, what about the Covid-19 vaccination conversation?

“Are you going to alert patients you and your staff have been vaccinated?” he asks. “It could be good because people might feel safer. It could be bad because some patients might respond, ‘What do you mean you got it? I’m 60 and can’t get on the list. You’re only 35.’”

Then there are the changing CDC and local guidelines. “We’re telling doctors to communicate that you’re doing your best to stay up to date. That’s smart from a liability perspective, too,” says Gerber.

Social media can help.

For Dr. Kling, that means continuing a robust social media message around office protocols geared toward safety being the practice’s No. 1 priority.

THREE CHANGES TO KEEP.

1. Less Can Be More. Some doctors have figured out that they can do more with less. “I hear some saying, ‘When I was forced to change my schedule, I did,’” recalls Dr. Gerber. “They realized, ‘I spaced out appointments and did OK. I got a little bit of my life back.’”
2. Out With the Old, in With the Innovation. On the other hand, many practices share Dr. Kling’s concern. “We have continued to operate our exam schedule at about 85% capacity to allow for physical spacing and cleaning. This is not sustainable.”
   That means you need to plan ahead now, including keeping the best from your Covid experience. “I’ve seen doctors move away from things like telehealth consultations even though they were successful,” says Dr. Gerber. “That’s a mistake.”
3. Keep on Communicating. Another mistake? Reducing social media. “During Covid, many practices constantly communicated with patients on Facebook and other media,” says Dr. Gerber. “They cultivated an audience, and the smart ones will continue to communicate and not get complacent.”

Both doctors agree that complacency is just about the worst thing practices can do as they move out of the fog.

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