Dispensing Frontiers
Coming Full Circle
Switching from linear to circular patient flow can dramatically increase sales in your optical.

Are at least 50% of your eyeglass prescriptions filled in-house? Do patients flow through your dispensary the way they do the rest of your practice? If not, you need to make a change.

I often see a vacant dispensary in the corner of a busy office. Patients walk by, but don't go in. The solution, however, isn't redecorating. Instead, a practice like this needs to rethink patient flow so that dispensing services are integrated into the entire practice.

WHY LINEAR FLOW DOESN'T WORK

In the past, a patient went to his eye doctor to get a prescription; then he took it to an optician to be filled. Ophthalmologists adding dispensaries usually try to copy this linear formula. Unfortunately, this system doesn't work in-house, primarily because dilated eyes inhibit the patient's ability to see how frames look.

Patients know they'll be living with the frame they pick for nearly 2 years. So, with their vision blurry, they decide to fill the prescription later. Unless your practice is open nights or weekends, patients probably won't return to you to purchase eyeglasses.

THE CIRCULAR SYSTEM

Instead, the "circle" of integrated dispensing patient flow begins and ends in the dispensary. Here's how it works:

• When the person at the front desk sets up an appointment, she schedules time for the patient to meet with the optician before the exam, and instructs the patient to bring all of his current eyewear. (Appointments for other purposes -- such as picking up glasses -- are always scheduled for non-exam times, so the optician will have uninterrupted time with each patient.)
• When the patient arrives, the person at the front desk introduces him to the optician.
• The optician neutralizes the patient's current eyeglasses and, if possible, determines whether they match what was prescribed. The optician asks the patient about current needs, discusses lens options and begins frame selection. (Because the patient brings all current pairs of glasses, they can discuss the patient's entire eyeglass wardrobe.)
• After about 30 minutes, the optician briefly outlines his findings to an ophthalmic technician while the patient is present. This confirms the patient's choices and informs the technician. Then, the technician takes the patient to the exam room for visual screenings.
• The doctor completes the exam. He then walks the patient back to the dispensary, briefly telling the optician how the new prescription or eyewear will meet the patient's needs, again confirming the patient's choices.
• The optician measures the patient for the eyewear.
• The patient pays for all services at the front desk.

BETTER COMMUNICATION, ADDED VALUE

Circular flow (from optician to technician to doctor then back to optician) integrates the dispensary into the mix of your services and makes it likely that the patient will purchase his glasses from you. Also, because his needs and the best ways to meet them are discussed among all parties, it helps to prevent misunderstandings and ensures the patient will truly understand the value of his decision.

So, make the switch from linear to circular patient flow. You'll increase sales in your optical dramatically and create happier patients, too. 

Leona Meditz has 25 years' experience opening, owning and operating optical dispensaries. If you have questions about this article, e-mail her at leona@getnet.com.