The Role of the Receptionist, Technician, Doctor and Optician in Dispensing Eyewear Peter Shaw-McMinn, O.D. Assistant Professor, Southern California College of Optometry Marshall B. Ketchum University There are no financial interests to disclose.
The Role of the Receptionist, Technician, Doctor and Optician in Dispensing Eyewear Abstract: Often our patients have 30 seconds at the end of the office visit to decide whether to spend a significant amount of their hard-earned money. This course will review opportunities throughout the exam visit to educate the patient about eyewear so that they will already have decided to purchase it by the time they reach the optical. Behavioral Objectives: The attendee would be able to: 1) Develop protocol for educating the patient about lens options throughout the exam experience. 2) Utilize multiple opportunities to communicate benefits of lens features to the patient. 3) Use a team approach to getting patients to comply with the doctor s recommendations Course Outline I. Teamwork Approach to Dispensing Eyewear a. The eyecare market b. Consumer knowledge c. What consumer s want II. The Role of the Receptionist a. Making the appointment i. Calling attention to the website b. Greeting the Patient c. Organizing the reception room experience d. Seating the patient in the pre-testing room e. Receiving payment f. Recall III. The Role of the Technician/Assistant a. The Pre-test room appearance b. Relating history form information to possible treatment choices c. Educating the patient about lens options d. Pretest explanations which position lens features
IV. The Role of the Doctor a. The exam room appearance b. Creating the Human Bond c. Use of history form and pretests to state the patient s needs d. Explaining the need for lens features during the eye examination e. Case presentation f. Hand-off to the Optician V. The Role of the Optician a. The Dispensary appearance b. Start with lenses first c. Review glasses for special needs first d. Use demonstrators e. Give testimonials f. Present fees g. Dispensing day reinforcement of purchase decision i. Testimonials ii. Enthusiasm VI. Concluding comments Thanks for attending my lecture! Peter G. Shaw-McMinn, OD Shawmc1@me.com
COMMUNICATING DURING THE PATIENT EXPERIENCE Communication Technique Using successfully Using needs improvement BEFORE THE PATIENT VISIT Not using and want to Not appropriate Phone hold message Websites Welcome to the office Office Brochure Biographical sketch Information packets When making the appt Confirming the appt Window displays IN THE RECEPTION AREA Office appearance Reception area design Staff greeting Staff appearance Library Electronic bulletin board Videos Counter cards Product brochures Samples Demonstrators Ad and publicity reprints Reading materials Miscellaneous History form History questions Posters Testimonials Diplomas, awards News articles Photos of celebrity w RX Equipment Explanations of benefits Scripts for assistant Dispensing mats DURING HISTORY AND PRE-TESTING DURING THE EXAMINATION Exam room The Human Bond Explaining test
procedures Eyemagination Pictures, models Lenses Written materials Articles Case presentation Testimonial Exam summaries Routing slips Handoff to Optician IN THE DISPENSARY Demonstrators Sales training Lens Packages Lens displays Frame displays Posters Counter cards CREATING A WELCOME TO THE OFFICE PACKET 1. Choose a presentation folder 2. Print labels to go on folder or pre-print folders a. Name b. Logo c. Theme d. Phone number e. Address f. Map 3. Welcome to the office page 4. Biographical sketches of staff and doctors 5. Brochures on spectacle lenses, contact lenses, pharmaceuticals, LASIK 6. Business card 7. Lifestyle dispensing questionnaire 8. Other info depending on patient type
(letterhead) FOR OUR PATIENTS This information packet was created to aid you in recognizing how today's most recent technological advances can fulfill your needs. Choosing eyewear has evolved in many ways other than style. Today's discoveries have made materials available to us that are far superior to the traditional glass or plastic lenses of a few years ago. Lenses can be thinner, lighter, more breakage resistant, and less scratchable. They can be made in any combinations of colors and change according to the sunlight. There are lenses that can help those with cataracts and retinal disorders who could not be helped before. Frames also come in many different materials, all superior to the plastic or metal of yesteryear. For those of us who don't like to wear glasses all the time, nearly everyone can now wear contact lenses on either a part-time or full-time basis. We hope this information will improve your vision and general well being. At Sun City Vision Center we like to think of ourselves as providing eyecare like `Old Fashioned Country Doctors'; providing personal time and information to serve your needs. While we are `Old Fashioned Country Doctors in the personal sense, we also stress the latest research and technological advances available. Some of these advances are summarized on the accompanying sheets titled "Today's Lens Materials" and "Today's Frame Materials." Other information that may be of interest is "Special Prescriptions for Special Needs." You may find the Lifestyle Protection questionnaire helps you convey your needs to us. The more we know about your visual needs the better we may serve you. If you have any questions or desire more information please feel free to ask anyone of the staff. We are happy to provide free consultations by appointment Monday through Friday. The Doctors and Staff at Sun City Vision Center look forward to giving you good vision for the rest of your life. Sincerely, Michael Kobabyashi, O.D. John Hersh, O.D. Berwyn Smith M.D. Clinton Wong, O.D. Peter G. Shaw-McMinn, O.D. Virginia Martinez, Patient Manager Shelley Burkhart, Technician Teresa Rodriguez, Optician Jessica Seymour, Orthoptist Linda Delgado, Optician Mary Shaw-McMinn, Optician Vision for the rest of your life
The Patient Questionnaire This questionnaire was developed to assist us in helping you choose the frame and lenses best suited to your particular needs. Please check the sections that apply to you. Personal Information Name Address City State/Province Zip Phone 1. Do you currently use more than one pair of glasses? Yes No 2. If so, is your second pair for a special application such as (check all that apply): Occupational protective Home protective eyewear Other 3. Do you know the difference between dress eyewear and safety eyewear? Yes No 4. Do your home maintenance activities or hobbies include (check all that apply): Gardening Woodworking Yard Work Auto repair Painting Using Power Tools Using caustic cleaning supplies Other 5. Do the following activities affect you? Night Driving Computer Usage Ultraviolet (UV) exposure Close-up Work 6. Do you wear contact lenses? Yes No 7. What is potentially the most hazardous activity you participate in regularly in terms of your vision (either at work or outside the workplace)? Please describe: 8. If you had a comfortable and attractive pair of glasses for special applications such as woodworking, would you wear them? Rarely Sometimes Never 9. How important is the cost factor in buying protective eyewear? Primary Consideration Reasonably Important Not a Factor The importance of wearing protective eyewear, while participating in home and recreational activities that are potentially hazardous to my vision, has been explained to me. Yes No It has It has not been recommended that I wear protective eyewear for my special activities. I have I have not selected protective eyewear for my personal use. Patient Signature: Date:
History Form Exercise A history form can provide the stimulus for communicating certain lens features to patients. The history form can stimulate patient thoughts for treatment alternatives they may have not previously considered. The history form can be used to indicate to the technician possible treatments that best fit the patient s needs. The tech can begin educating the patient on these treatments prior to seeing the doctor. By educating the patient throughout the exam encounter, the patient will have more time deciding whether to comply with the prescribed treatment rather than having to make a decision in a few seconds following the exam. Components of the history form that triggers discussion about lens options include: Entering Complaint Past family history Past eye history Review of Systems Medications Occupation Computer use Recreational interest Do have problems with glare? Do you have problems with night driving? Do you ever wish you could see well without glasses? Do your eyes ever feel dry, irritated or itchy? How many hours do you use the computer/ipad/smart phone at home and work? How long before your eyes get tired or irritated? Do your lenses ever fog up causing temporary blindness? Do your lenses get smudged and dirty easily? Do you want to change the color of your eyes? Entering Complaint: Complaints such as glare, light sensitivity, blur, fatigue can lead to discussion about AR, sunglasses, and progressives. Past family history: Many patients have family members who have had cataracts and macular degeneration. Educate them about this risk factor and the need to protect their eyes from sunlight. Past eye history: Past injuries, symptoms can lead to a discussion about the need for eye protection. Review of Systems: Many conditions result in possible eye disorders which may be relieved or prevented through eyewear. For example, an out of control diabetic may benefit from progressive lenses. Medications: Many common medications such as antidepressants and antihistamines can cause a slowing of pupil response and photophobia. Sunglasses and UV protection are a must for these patients. Occupational Needs: Often our patients can benefit from additional eye protection or lenses to provide more comfort under certain viewing situations. Computer use questions. Many computer-users believe it is normal for eye discomfort to occur. They are not aware that treatment options are available to provide comfortable stress-free vision while on the computer. This question can trigger a discussion on treatments that can provide relief. Recreational Needs: A fisherman would prefer polarized lenses. Golfers spend many dollars just trying to improve their game a stroke or two. Want to see without glasses? Leads to contact lens recommendations or refractive surgery discussion. Change color of eyes. Triggers discussion of colored contact lenses. Do you have problems with glare or night driving? Cues problems with HOA and need for AR.
Scripts When communicating with patients the use of one word over the other can make a big difference in presenting the desired concept. TV Ads, radio Ads, written materials carefully choose each word so as to communicate the correct message. In order for staff to best communicate, it is best to develop scripts to use in common situations that arise during a patient visit. The staff member and doctor should develop scripts for the following situations that best fit their personal communication style. Scripts for the receptionist to use when answering typical questions over the telephone: Greeting a new or former patient: Presenting the patient history form: Seating the patient in the pre-test room. Technician responses to typical history entries and mention of possible treatment choices: Scripts explaining the value of testing conducted by the technician: Seating the patient in the doctor s exam room: Introducing the doctor: Doctor review of history form and probable diagnosis and treatment: Scripts explaining the value of testing being conducted and relate to probable lens prescribing: Case presentation: Prescribing treatment plans: Handing over to optician/technician: Saying Good Bye: Optician greeting the new and former patient: Scripts demonstrating the value of certain lens and frame features: Scripts presenting fees: Handing patient over to front office: Saying good bye: Telephone Recall:
The Power of the White Coat A while back there was an exchange of letters in Optical Dispensing News lamenting the fact that doctors do not take the time to either make or explain spectacle recommendations to their patients. Excerpts from the letters follows: "My experience as an optician is that frequently the patient is disappointed with the optometrist for simply not having the time to ask lifestyle questions with the aim of providing the best solution for their visual needs. Patients ask me over and over again, 'Why didn't the doctor tell me that?'" Automatic refractors can provide excellent refractions. Physician's assistants can provide many elements of visual healthcare. But most patients want the doctor to treat me like a person, to get to know me, to understand my problems and needs, and most importantly to recommend appropriate treatment. This can easily be accomplished by having the patient fill out a lifestyle activity questionnaire BEFORE the examination. The doctor can then interpret the results of the examination and make appropriate recommendations while turning the patient over to the professional optician (licensed or not) using words such as, "Mrs. Brown based upon my examination and how you use your eyes, I RECOMMEND the following for your optimal vision in your everyday life. Ms. Smith here is professionally trained and will explain and fit the lenses and treatments I RECOMMENDED." Now the professional optician can use his or her training and experience to provide the patient with exemplary eyewear. In this scenario, I would be willing to guarantee that fewer patients would leave with only their prescription. When doctors make suggestions during the exam, it favorably positions products that can then be explained by the optician during the initial fitting process. There is great "power in the doctor's coat." If ODs and MDs are not taking advantage of that power, they are losing revenue and making their optician s job more difficult. No one is suggesting that the doctor tell Mrs. Jones the brand name, lens material, and fitting height of the progressive lenses she needs. It IS suggested that, following the exam, the doctor make recommendations to Mrs. Jones. This would include progressive lenses, when appropriate. How wonderful to fill an Rx upon which has been written, "Progressive Lenses" or "Polycarbonate" or "Aspheric"! It does not threaten my professionalism in any way. It opens doors for me. It makes my job easier. And, it better serves my patient's needs. I'd also like to point out to readers that there is a great resource that may help bring these two points-of-view in better harmony. "Giving Your Patient the Best" is a two-tape video series produced by Vision Council of America. The tapes are available through VCA's Web site:http://www.visionsite.org. A continuing education class entitled, "Giving Your Patient's the Best" is also given at major trade shows like the upcoming International Vision Expo. I would go a step farther and say it is the doctor s responsibility to prescribe what is best for the patient. Their clinical judgment should take into effect ocular conditions such as cataract, macular degeneration, corneal dystrophies and lifestyle requirements such as golf, fishing or computer use. Prescription is a more powerful word than recommendation. If my patients do not follow my prescription, I will talk to them to find out why. I don t recommend Zymar; I prescribe it. I don t recommend polycarbonate progressives with AR; I prescribe it. If they want something different, it will require a change in my prescription. And if a patient repeatedly does not follow my prescriptions, I will give them to another OD. Why waste my time with a patient who does not listen to me? As doctors we are the best trained to determine how to improve our patient s lives through their eyesight. Most respect us for this and expect us to give the proper prescriptions. Use the Power of Your White Coat to improve your patient s lives.
VISION EXAM SUMMARY Listed below is a summary of the optometric computer examination performed on the above date. Only "checked" items apply to the patient named above. A. EYE HEALTH No disorders noted in internal or external eye structures at time of examination. Other: B. VISUAL FIELD No restrictions or anomalies of the visual field were identified Other C. INTRA-OCULAR PRESSURE Within normal limits at the time of the examination Other D. VISUAL ACUITY With [ ] present or [ ] no correction: Distance: Right Eye Left Eye Both Eyes Near: Right Eye Left Eye Both Eyes E. REFRACTIVE STATUS Negligible refractive error. Myopia (nearsightedness) of a low/moderate/high degree Hyperopia (farsightedness) of a low/moderate/high degree. Astigmatism of a low/moderate/high degree. Anisometropia (unequal eyes) of a moderate/high degree. Other comments: F. BINOCULARITY OR EYE TEAMING ABILITY Binocular skills are adequate. Binocular skills are mildly deficient. Binocular skills are markedly deficient. Strabismus (Eye Turn) is present. o Esotropia (inward) o Exotropia (outward) o Hypertropia (upward) Other G. OCULAR MOTILITIES OR EYE TRACKING SKILLS Eye movement skills are smooth and accurate. Eye movement skills are mildly deficient. Eye movement skills are markedly deficient. Other H. ACCOMMODATION OR FOCUSSING ABILITY Accommodative amplitude and facility are at expected levels. Accommodative skills are deficient. Other I. COLOR VISION Color discrimination ability is normal Other J. DISPOSITION AND RECOMMENDATIONS No prescription lenses were considered necessary. No prescription change was considered necessary. Lenses have been prescribed for: o Constant use o All near work (within 24 inches) o Computer use o Distance viewing only o Use at patient's discretion o Other Visual Acuity with the prescribed correction: Distance: Right Eye Left Eye Both Eyes Near: Right Eye Left Eye Both Eyes Vision Therapy Lubricating drops/ointment Medication Rest breaks The patient was referred for further testing: o Computer vision evaluation o Workstation evaluation o Punctal plugs o Vision training o Contact lens o Low Vision o Ocular Pathology o Medical consult o Other K. CONTINUING CARE It is recommended this patient return for his/her vision evaluation in: weeks months years L. ADDITIONAL COMMENTS Rx Sphere Cylinder Axis Prism Base Add O.D. O.S. Type Lens Tint/Coatings Expiration Date License No. Doctor Signature
Peter G. Shaw-McMinn, O.D. A consultant to practices and ophthalmic companies throughout the United States, Peter Shaw-McMinn coaches eyecare professionals on increasing revenues by providing unique perspectives and hands-on expertise in: Prescribing the Latest Lens Technologies for Pathology Conditions Eyecare Business Marketing Strategy Preparing a Marketing Plan 99 Marketing Techniques for Your Practice Using Web sites and E-commerce Marketing a Vision Therapy Practice Prescribing New Computer Lens Designs Increasing the Passive Income in Your Practice Managing and Motivating Staff Training Employees A Winning Team Approach to Patient Retention Handling Managed Care Patients Evaluating Managed Care Plans Associateship/Partnership Time and Stress Management Public Speaking Leadership Training Besides assisting hundreds of practitioners through the United States, Dr. Shaw-McMinn has worked on programs with Johnson and Johnson Vistakon, Novartis Ciba Vision, PRIO Computer Lens Co, Vision West Buying Group, AO SOLA, Vision Council of America, Allergan Pharmaceutical, Essilor of America, Ophthonix Inc, the American Optometric Association, Optometry s Career Center, California Optometric Association, The Better Vision Institute, International Vision Expo, and The Association of Practice Management Educators. Maintaining two group practices since 1978, Dr. Shaw-McMinn is also an assistant professor at the Southern California College of Optometry and has lectured at nearly all the U.S. schools and colleges of optometry. He was the Benedict Professor in Practice Management for the University of Houston School of Optometry from 2001 to 2002. He has published three books, Eyecare Business Marketing and Strategy, and Diagnosis and Management of Computer Related Vision Problems, Eyecare Practice Tool Kit, and contributed to Business Aspects of Optometry, Sports Vision, and Clinical Manual of Contact lenses. You may contact Peter G. Shaw-McMinn at shawmc1@me.com. 12
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