Rundown: 3 Ways to Simplify Optical and Increase Revenue - E21
I recently interviewed a potential employee and she was my inspiration for this post. She was currently working at a neighboring office and I asked her what her favorite part of the job was. She thought about it and told me she liked working the front desk, but was well trained in all areas. I was surprised and asked her if she liked optical as this is the favorite aspect of the job for my staff. Her response was very telling, she said she was very good at it, but hated it. Long story short, her current office pushed sales and would often put 2-3 patients in the optical with one optician. I believe this is the wrong way to approach optical and long term, it is going to cost you both patients and staff. Thus, here are 3 ways to simplify optical and increase revenue.
Bundles vs A La Carte
In an effort to better help your staff connect with patients and make the patients lives easier, stop offering things a la carte. Create bundled packages in a “good”, “better”, “best” manner and see your profits grow. When you start offering too many options, people will either pick the path of least resistance, be overwhelmed and not buy, or make a decision they regret and blame you for it.
Have Value Packages
I was inspired by Twelve84 eyewear and made my own value packages. The target for these are cash patients, patients with discount plans, or contact lenses patients looking for a backup pair of glasses. We have 4 packages: single vision basic ($99), single vision upgraded ($159), multifocal basic ($159), and multifocal upgraded ($219).
Each option includes the frame, polycarbonate lens, and non-glare coating and the prices in parentheses are out the door. We offer Transitions and a blue light filter for additional cost. The only difference between basic and upgraded are the number of frame options.
We have so many people buying from us that would have taken their Rx and bought online. People buy multiple pairs and contact lens patients love having an up-to-date pair of glasses to go with their contacts.
Remove Barriers and Make It an Experience
I fight for every patient we have. It takes so much time, effort, and energy to get new patients into the office, and once they come to the office you have to do everything you can to keep them there. That means you have to treat them like they are as valuable as they are. Do not overbook the schedule so patients are fighting to get help from an optician, fighting with each other to look at frames, or saying they will come back when it's less busy only to never return or make a purchase somewhere else that has time for them.
Being easy to work with and providing a 1-on-1 experience with the optician and the patient is just as valuable for business as making sure they get enough face time with you, the doctor.
Follow these 3 simple steps and you will see your staff and patients’ satisfaction increase along with your revenues!
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