to course notes
Facebook.com/InnerEActive.com | 888.963.8894 INCREASING CAPTURE RATE, ONE PATIENT AT A TIME Samantha Toth :: Innereactive Media Optical Marketing Specialists [email protected] 888.963.8894 Facebook.com/innereactive Samantha J Toth SAMANTHA TOTH, ABOC Marketing Rockstar [email protected] innereactive.com 888.963.8894 PATIENTS HAVE MORE OPTIONS © 2015 Innereactive Media. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without Innereactive Media's express consent. 1 Facebook.com/InnerEActive.com | 888.963.8894 AVOID THE TEMPTATION TO BE ALL THINGS TO ALL PEOPLE IT’S NOT JUST EYEGLASSES ANYMORE… Source: First Business News (3/14/14) PATIENTS WILL PERCEIVE YOUR PRACTICE THE WAY YOUR MARKETING REPRESENTS YOUR PRACTICE © 2015 Innereactive Media. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without Innereactive Media's express consent. 2 Facebook.com/InnerEActive.com | 888.963.8894 EXTERNAL MARKETING • • • • • • • Yellow Pages Direct Mail Newspaper Billboards Television Website Social Media INTERNAL MARKETING • • • • • • • • Company Purpose & Vision Unique Selling Position Telephone & Front Office Customer Service Training Employee Engagement Lens Selection & Education Tools Frame Selection Pricing & Managed Care Patient Follow-up & WOM Referrals ENHANCING THE PATIENT EXPERIENCE 1. SCHEDULING While scheduling the appointment, ask the patient to please bring all additional pairs of eyewear, even backup glasses and sunglasses. 90% of Patients do not have a secondary pair of prescription eyewear © 2015 Innereactive Media. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without Innereactive Media's express consent. 3 Facebook.com/InnerEActive.com | 888.963.8894 ENHANCING THE PATIENT EXPERIENCE 2. • • • • INTAKE Upon arrival, collect all eyewear from the patient Verify the eyewear, clean and return it Make notes of supplemental eyewear in patient's file Ask patient to complete a visual needs assessment ENHANCING THE PATIENT EXPERIENCE 3. • • • • • EXAMINATION Review health history & lifestyle Ask questions Communicate findings Prescribe solutions & discuss with patient Write down the prescribed solutions PATIENT EXPECTATIONS OF DIALOGUE Oral summary of findings in layman’s language 79% Recommendation on best eyeglass lens or contact lens to satisfy needs 73% Evaluation of vision problems with glare, night vision, light sensitivity 72% Discussion of vision use at work Discussion of vision use at leisure 60% 56% Patient/Doctor Dialogue During Eye Exams, Jobson Optical Research, March 2009 © 2015 Innereactive Media. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without Innereactive Media's express consent. 4 Facebook.com/InnerEActive.com | 888.963.8894 ENHANCING THE PATIENT EXPERIENCE The Vision Council Research, 2011 Most Important Reason for Lens Choice ENHANCING THE PATIENT EXPERIENCE 4. • • • • PASSING OF AUTHORITY Ask the optician to join in the exam room Introduce & endorse the optician as the lens expert Review the prescribed visual solution in front of the patient Ask the optician to demonstrate and answer questions ENHANCING THE PATIENT EXPERIENCE 5. • • • • • • • DISPENSING Supplemental eyewear first Lenses before frames Patient benefits before features Do not focus on warranty Demonstrate benefits Visual solution as an investment Wear the products you recommend © 2015 Innereactive Media. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without Innereactive Media's express consent. 5 Facebook.com/InnerEActive.com | 888.963.8894 ENHANCING THE PATIENT EXPERIENCE 6. • • • • • • PICK UP Deliver eyewear with exceptional presentation Make any necessary adjustments Review the benefits Explain proper lens care Provide branded lens cloth and cleaner Package their case in a branded practice bag ENHANCING THE PATIENT EXPERIENCE 7. FOLLOW UP PROGRAMS “Hi Mrs. Smith, this is Julie from ABC Eyecare. I wanted to give you a quick phone call to follow-up with you regarding your new eyewear. It is our goal that you are 100% satisfied with your eyecare experience. Is there anything we could have done differently to improve your experience with us?” ENHANCING THE PATIENT EXPERIENCE 8. REFERRAL PROGRAMS © 2015 Innereactive Media. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without Innereactive Media's express consent. 6 Facebook.com/InnerEActive.com | 888.963.8894 YOUR PATIENTS WANT TO BUY FROM YOU REVIEW YOUR PRACTICE FROM YOUR PATIENT’S POINT OF VIEW: 1. Scheduling 2. Intake 3. Examination 4. Transfer of Authority 5. Dispensing 6. Pick up 7. Follow up IMPORTANT: CE QUIZ EACH PERSON NEEDS TO TAKE THE QUIZ WHO WOULD LIKE TO RECEIVE CONTINUING EDUCATION CREDIT. GETINNEXUS.COM © 2015 Innereactive Media. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without Innereactive Media's express consent. 7 Facebook.com/InnerEActive.com | 888.963.8894 GETINNEXUS.COM/LOGIN EACH PERSON HAS TO COMPLETE THEIR OWN QUIZ QUESTIONS? © 2015 Innereactive Media. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without Innereactive Media's express consent. 8 Facebook.com/InnerEActive.com | 888.963.8894 INCREASING CAPTURE RATE, ONE PATIENT AT A TIME Samantha Toth :: Innereactive Media Optical Marketing Specialists [email protected] 888.963.8894 Facebook.com/innereactive Samantha J Toth © 2015 Innereactive Media. All Rights Reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, without Innereactive Media's express consent. 9
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