It has become increasingly clear that we need to become more proactive in generating new sources of revenue either through increases in numbers of patients, increases in the sales of upgraded services and/or managing all aspects of our practices efficiently.
Increasing your lifestyle/premium lens conversions is one of the most profitable efforts you can undertake to directly improve your bottom line. This highly profitable service line demands special attention of both yourselves and your staff.
Those of you who have traveled on airlines with frequency and have lodged at 4 or 5 star hotels are very familiar with the term “concierge”. These are the “go to” people who can always answer our questions or point us in the right direction. We look at them as “super staff” who are a cut above. So why don’t we take a page from the airlines and hotel industry playbook. Let’s develop a position called the “cataract concierge”.
The expectation for this position is that it will:
– Enhance the cataract patient experience
– Provide the cataract patient with better education regarding their lens/vision options
– Increase patient referral
– Increase optometric referral
– Improve conversion rate of new and existing cataract patients
So “Let’s give them something to talk about” and explore how to train and implement this critical position in our practice.
Selection and Training
Who will make the best “cataract concierge”? Let’s consider some of the technical skills and attitudinal qualities that will make for a highly effective staff member. First, they will need a technical background as we will be asking them to do the complete cataract work-up. This will probably eliminate a lot of potentially good staff but it is an important part of the position. In so far as attitude is concerned, we will be looking for a loyal employee who is driven, extraverted, smart, compassionate and ethical (knows where to draw the line).
I am certain that many of you have at least one if not more technicians who meet these requirements and will do a great job. Let’s discuss the training. This highly skilled staff member needs to be fully versed in all lens choices, accommodating, toric and multifocal. They need to fully understand the cost of each choice, financing options, payments, deposits and co-management if necessary. There is a lot of resource material available from the lens reps including DVD’s, brochures and pamphlets and one on one discussions. In addition to this very important technical training they will also need training in how to overcome specific objections, how to script their conversation, what they need to disclose and how to disclose it and the doctors’ philosophy on when an upgraded lens is appropriate.
My experience is that it will take 2-3 weeks to fully train this person. This may include a trip to another practice where they can observe other individuals, reading, practicing and observing your own doctors.
Now it Begins
Let’s take a fresh look at how we currently handle both existing and new patient cataract appointments. Most practices have slots for cataract work-ups, existing or new patient, and the “next up” rule is in effect for seeing them in clinic; ie, available technician takes next “in line” patient. This means that all technicians see these most valuable patients and it becomes difficult to track conversion as these patients are handled by a number of staff. I am going to suggest a departure from common practice and ask that you do the following:
– Take your new “cataract concierge” and schedule one cataract patient visit per hour with them. In most cases they will be able to see 5/day which comes out to over 100/month or 200 cataracts/month (2 eyes per patient).
– This will give you a consistent message, accountability and control over the process and a higher conversion rate for lifestyle/premium lenses.
Now implement the following process for all cataract patients, new and existing. (The “cataract concierge” will have their own schedule template that is coordinated with the doctor’s schedule).
Step One: All new patient cataract evaluations and existing patients with a cataract are to be scheduled to the “cataract concierge”.
Step Two: All new patients coming in for cataract evaluations are to be sent a pre visit package and DVD.
Step Three: The “cataract concierge” is to call new and existing cataract patients prior to visit to introduce themselves, suggest they view the DVD and help them complete their pre-appointment paperwork.
Step Four: The “cataract concierge” greets the patient when they arrive for their appointment.
Step Five: The patient is checked in and the “cataract concierge” takes them to view an educational video at the learning center and explains what will happen during their visit.
Step Six: The “cataract concierge” will then take the patient back and begin their examination and discuss their appropriate lens choices.
Step Seven: The patient will be escorted to the dilation area
Step Eight: When fully dilated the patient is placed in an available exam room, which is flagged “to be seen next” by doctor.
Step Nine: The doctor examines the patient, the “cataract concierge” scribes and the doctor discusses lens options.
Step ten: Patient is escorted to the surgery scheduler to schedule their surgery and their lens choice.
Step Eleven: The “cataract concierge” calls patient prior to surgery to confirm date and answer any additional questions.
Step Twelve: The “cataract concierge” calls the patient the night of surgery to check on them.
Additional Responsibilities of the “Cataract Concierge”
In addition to following the above process the “cataract concierge” will also be responsible for setting up a lifestyle/premium lens support group which may meet as often as twice monthly. They will also arrange seminars and webinars to educate prospective patients on the features and benefits of Lifestyle/premium lenses.
When you view the entirety of the position you can see why they are limited to only 5 patients per day or 25 per month.
Conclusion
Yes, this is a departure from the traditional patient flow process, however, consider all the benefits. Improved conversion rates, more accountability, increased patient satisfaction, more patient referrals and increased bottom line to name a few. And when you look at the potential in dollars it will more than justify the cost and/or effort.
We Do Eyes 