Optometrists have some unique challenges. For instance, it is very difficult to gain a differential advantage over the opposition because everyone has access to the same products. However, unlike most other businesses, it is endowed with a considerable benefit: every single customer’s details are recorded in the Master File. The patient database is, without doubt, the most valuable asset in the business. It can be seen as the practice scorecard – the number of active patients in it, as well as the quality of the patients, reflects how well the optometrist is doing at creating long-term relationships. What you want is a database full of patients who regularly return for their eye care.
It stands to reason that the value of the database is a function of the computer software used. The practice management software needs to be strong in extracting the required reports and facilitating easy communication with patients. There is often a discrepancy between what your gut feeling tells you and the actual numbers regarding where your patients come from, which products you prescribe, which medical aids are most prominent, and so on. It is essential to know the facts so that your marketing, services, and products can be aligned to attract those patients conspicuous by their absence.
Capturing
The process of capturing patient details into the Master File needs to be supervised on an ongoing basis. As a matter of course, the Master File will become corrupted over time, so the frontliners need to be kept aware of the importance of accurate data capture. Computers only tell us what we tell them. The axiom; garbage in, garbage out, holds true, and therefore it must be revamped and cleaned up from time to time.
Re-vamping the database
Although it may be perceived as a pain in the neck, re-vamping your database will bring about unexpected benefits. In my experience, it always has a nice positive effect on turnover. Employ a part-timer (or a team) to systematically work through your database by calling every patient and requesting to update their details. Since you already have a business relationship with these people, it will not be seen as a “cold call.” It is essential for the caller to identify herself and your practice upfront and get to the point quickly.
“This is Sally from ABC optometrists; I would like to update your details quickly – would this be convenient right now?”
It should go something like this::
- May I check your address, medical aid, and cell number
- May we use these to communicate with you (permission required by law)
- Say something positive – new service – free frame alignment – new contact lenses – extended hours – new frame ranges
- Offer an appointment if they are due
- Make notes of any negative comments
Who are your patients?
Knowing your patient base's profile can tell you a lot about your practice. For instance, if the average age of your patient base is only 36 years, it should be a concern. Where are the presbyopes? You want a detailed breakdown by:
- Age
- Postal code (the neighbourhood will be indicative of the income group)
- New patients
- Contact lens patients
- Cash vs. Medical aid
- Invoice value
- Top 10 medical aids - If you are practicing in Tswane and you don’t see many Medihelp patients, something must be wrong.
- Turn over analysis
- A break-down of how the turnover is made up as a percentage.
For example:
Consultations 12%
Frames 34%
Lenses 36%
Lens add-ons 12%
Contact lenses 3%
Accessories 1%
Sunglasses 2%
A pattern will emerge in your practice over time, and this information can be very useful if you are concerned about your profitability and need answers.
Patient communication
It is important to keep your patients abreast of new developments in eye care and eyewear. They must be reminded that you value their support and care about their well-being. Your software package must be able to extract patient mailing lists based on what they are wearing (single vision, bifocals, multifocals, contact lenses) and their interests. These days, people are bombarded with spam and cold calls. To this end, one must communicate what is pertinent and of value to them. In the optometric space, one should always strive to personalise relationships. If you establish long-term relationships with patients, they will come back. Humint Online Software for Optometry has an excellent Customer Relationship Management module and very powerful modules that support long-term patient relationships, such as Grab a Heart, Hello Who Are You?, and The Killer Recall System.
Conclusion
Updating your database is an excellent project that will strengthen patient relationships and boost your turnover.