The end-of-year rush for patients to utilize insurance benefits before they expire is in full swing. Combine this with the busy holiday season, and everyone in the practice is likely feeling overwhelmed. This month’s EB checklist is here to help you balance the long list of to-do’s while keeping your spirits up enough to ensure you stay on the nice list. I wish you all a happy and healthy holiday season! 

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The #EBOpticalChecklist is breaking out of each issue with a monthly digital episode to our social channels. Join optical pro Sheena Taff as she applies these checklist items to real-world scenarios. Watch on EB’s Instagram (@eyecarebusinessmagazine) and TikTok (@eb_mag).

 

 

WEEK 1: DECK THE HALLS.

Now is the time to plan your holiday sales strategy. How will you catch the attention and dollars of your clients during the high-spending season?

□ Create a concise decorating plan, considering the outside and inside of your practice. Choose a color scheme or theme and keep it cohesive.

□ Do up a holiday window display to catch the attention of passersby. Use a vendor banner of a unisex sunglass style (make sure you have a few in stock to sell), and match this with your holiday decor colors to tie it all together.

□ Ensure your optical is accessible regardless of the winter weather. Make a list of contacts, including the property manager and snow removal company, and clarify who is responsible for what areas outside the practice.

WEEK 2: UNCOMPLICATE INSURANCE.

Use a personalized approach to ensure patients understand the intricacies of complicated insurance policies.

□ Cue up marketing emails, add a website banner, and change your phone greeting to include a reminder to make an exam appointment, reorder CLs, and get new glasses before insurance expires on Dec. 31.

□ Print recall lists for patient appointments and have staff call, text, or email to book up your end-of-year schedule.

□ Create an incentive for patients to come in and use their insurance, such as a gift with purchase, upgrade, or multipair promotion.

□ Have opticians reach out to patients with outstanding estimates and quotes in your system. A call may help overcome roadblocks in completing the sale.

WEEK 3: POWER UP.

The pace and workload inside the office, combined with a busy social calendar in December, can leave your team feeling exhausted. Staying healthy is a priority to ensure you don’t get stuck understaffed.

□ Ensure the office is stocked with cleaning supplies. Set up additional sanitization stations and provide festive masks.

□ Review cleaning and sanitizing procedures with the team. Delegate duties and spot-check to ensure follow-through.

□ Stock the break room with grab-and-go snacks to keep stamina up. Fruit, healthy snack bars, and vitamin waters can help balance all the holiday sweets and boost immunity.

□ Schedule longer lunch breaks for your team to recover or to allow them to run some errands. The result will be a better frame of mind for the day.

WEEK 4: CELEBRATE + COMMEMORATE.

Giving back and celebrating is front of mind in December. Ensure that your business and your community see your appreciation and care for them.

□ Choose a charity and come together as a team to give back. The closer to your community the better, as those in need are often right outside your practice. Just because the holidays are over doesn’t mean the need is.

□ Create a year-end video highlighting your business. Templates on Instagram Reels make it easy to add in photos of patients, products, team members, and memorable moments from the past year.

□ Gather your team to celebrate successes of the past year. Give everyone credit for something outstanding they have done for the business or professional growth milestones.