Now, more than ever, the simple concept of doctor-driven dispensing (DDD) helps ECPs capture the sale and multi-prescribe, and it also helps patients get what they need to live a full lifestyle.

At Complete Family Vision Care, my practice in San Diego, CA, DDD is such an easy concept that staff requests that we use it all the time.

In fact, using the technique is helping my practice to have the best year ever; with DDD, my capture rate averages more than 90%. Our average sale is more than $600 per patient, and our bottom line is up more than 45% over last year…which is not hard to do—however, we are up more than 25% from our best year before Covid-19.

Here, I share simple steps for making DDD work within your practice without spending a dime, but by effectively utilizing your time.

STEP 1:
POWER OF THE PEN.

The exam room is the place where it is you and your patient on a one-on-one basis. This is where our patients listen to every word we are saying and will follow what we prescribe from the covenant walls of the exam lane.

The power of the pen is alive in the exam room, so use it to help build your practice revenues by listening to your patients’ needs and helping them get what they want.

DDD is simple to follow:

➤ I walk into the exam room and set the tone by asking my patient how they have been and what’s new. I then start the exam.

➤ After I finish the refraction, I pull the phoropter away from the patient and prescribe what they need, and explain why I am prescribing it. I literally take two minutes and explain the reason for the anti-glare, photochromic, high-index…anything and everything they need to make their life better. For example, “I notice that you are having trouble with your near vision. We call this presbyopia, God’s gift to maturing. I am going to prescribe premium progressive glasses, with a high-index lens, which will help you see at all distances just by adjusting your eyes to the distance you want to see.”

STEP 2:
GET SPECIFIC + TALK LIFESTYLE.

Relevant analogies will help patients understand the importance of the lens technology behind the prescription. I may say, “The material is the top-of-the-line high-index lenses because I want you to have high-definition lenses. Think of your TV—I don’t want you to see analog vision, I want you to have high-definition vision like your HDTV.” Various other elements I will touch on include:

➤ Discussing night vision, by explaining that to decrease the amount of glare at night, I am going to prescribe the best anti-glare on the market. I’ll also share with the patient that I want them to be comfortable with the intensity of light and why I am prescribing photochromic lenses. I’ll state, “When you go outside, they will automatically change to sunglasses and back to clear once inside.”

➤ How has Covid-19 impacted your patient’s lifestyle? Are they on the computer or looking at digital devices more? If so, I will prescribe computer glasses with the premium no-glare lens and blue-blocking coating to take the strain off their eyes, especially at the end of the day.

➤ Lastly, I prescribe prescription sunglasses. I explain that the photochromic glasses do not replace sunglasses, but that they help the patient until they need sunglasses, especially while driving and while doing outdoor activities. I’ll emphasize the importance of polarized lenses and why they’ll provide the best vision, especially around water.

STEP 3:
MAKE CONTACT.

The above example included multiple pairs of glasses, which will all benefit the patient every day and make their lives better. However, never assume they need only glasses; one of the fastest-growing segments of contacts is part-time contacts.

With the daily disposable market, I prescribe a 90-pack for each eye for when they go to the gym, play sports, or even go on a date. This also includes the contact lens fitting charge.

STEP 4:
HOME IN ON THE HANDOFF.

The last but most important part of doctor-driven dispensing is the handoff.

It is known that when something is repeated three times, we are most likely to remember what was said.

I tell the patient once in the exam room what they need and why. Then, I walk out with them into the dispensing area, where an optician meets me.

I repeat to the optician what I prescribed and why, and the third time is when the optician repeats to me what I just prescribed.

I really emphasize to the optician and patient the information on each pair of glasses I prescribed and the reasoning behind each.

Notice I prescribed them, I did not recommend them; as the doctor, I prescribe things, I do not recommend. This makes for the perfect handoff, and, most likely, the patient will get their glasses and contacts from my office.

When you listen to the patient in the exam room and prescribe what they need, doctor-driven dispensing will truly work—not costing your business a single dime with impressive results.

I urge you to try doctor-driven dispensing and see the difference it will make to your bottom line.

Eric White, O.D., is the owner of Complete Family Vision Care Optometry in San Diego. He is a doctor-driven dispensing, bottom-line-boosting advocate. The 2012 Transitions National Eyecare Practice of the Year, 2015 Transitions Ambassador of the Year award winner, and 2020 #EBGameChanger is also a consultant to many advisory boards and numerous professional optometric organizations.