COVID-19 has made its mark on the industry.

Over several weeks in late March into April, many corporate optometrists had numerous concerns about seeing—or not seeing—patients during this time. Some were concerned that corporate optical locations were not closing and still sustaining a volume of patients—and not having the proper supplies to protect themselves. Other O.D.s were concerned about loss of revenue from their store closures—and having to continue to pay rent.

Over a span of three or four days, many corporate opticals shut down for two or more weeks and paid their employed O.D.s or waived rent for their sublease O.D.s. Companies looked for ways to reduce hours of operation, limit the number of patients seen per hour, and also provide emergency care to patients who might need it. Locations stocked up on supplies to protect their O.D.s and staff.

As we move into May, with the situation fluid and changes still occurring, here are four ways O.D.s are looking to prepare to reopen their offices and continue to be successful in the wake of COVID-19.

1. TAKE THE NECESSARY PRECAUTIONS

Shutting down the offices for a period of time can help prepare to take the next necessary precautions to be able to reopen. Stock up on supplies, including masks, disinfecting anti-viral spray, cleaners, and wipes known to kill coronavirus.

Also, look for ways to protect yourself with covers for your slit lamp. Many O.D.s have made shields for their equipment.

And, of course, schedule patient appointments further apart to minimize drawing a crowd.

2. FIND WAYS TO INCREASE CASH FLOW

Many corporate opticals have waived rent, which will be beneficial to many O.D.s with subleases.

As a general rule, a business should have three months’ cash reserves for an emergency like this. If you have saved your money over the years, use that to keep your practice up and running.

Many corporate O.D.s have leases on equipment that they have purchased. Look to talk to those vendors to free up cash flow and possibly reduce payments or defer payments. Call up your local rep and see what programs they are offering their customers in this difficult time.

3. FIND THE OPPORTUNITY

It is estimated that unemployment will rise. Make sure that you are on the insurance panel to see these patients to help increase volume at your practice when you reopen. This time is perfect to start the credentialing processes and thinking ahead.

» O.D. Insight: Julie Phan, O.D., who subleases from Sam’s Club in San Bernardino, CA

“I am applying to be a Medi-Cal provider so I can prepare to see the increased number of patients who will now become insured as a result of high unemployment from the foreseeable recession.

“In 2020, California recently expanded material benefits to adults. This has created an overwhelming demand for eye care. My practice is located in the ‘Inland Empire,’ a predominantly low-income community in California.

“One of the greatest challenges faced by the health plans in the Inland Empire is to ensure that patients have quick and adequate access to quality care. My goal is to be a fully credentialed Medi-Cal provider to better serve the needs of this community.”

4. AMP UP MARKETING

Many patients are home and looking for updates.

» O.D. Insight: Jennifer Camp, O.D., who subleases from Sam’s Club in Columbia, SC

“In addition to reaching out to my neighborhood on Facebook, I plan to put up positive-image sandwich board signs in the store. I think it’s important to stay positive in these difficult times, and these sandwich boards will help remind patients how I can help by improving their vision.

“Maybe they need their annual exam, or just an updated set of frames—we all might be looking for a new start after all this.”

Educational content is very important to provide to patients about COVID-19 and what your office is doing to prevent it and when you will reopen. Creating blog posts on your practice’s website will help increase your patient awareness and SEO during this time. Be sure to let patients know you are still available for emergency eyecare services and consultations via telemedicine or phone consultations.

This can easily be done by using your practice’s software; send out e-blasts and texts to keep your patients updated.

These marketing steps will lead to patients making appointments online in the near future as you will be ready to start seeing them again. COT!