The Role of the Receptionist, Technician, Doctor and Optician in Dispensing Eyewear - Assistant Professor, Southern California College of ...

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The Role of the Receptionist, Technician, Doctor and Optician in Dispensing Eyewear - Assistant Professor, Southern California College of ...
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           Using successfully  Using needs    Not using and      Not
      Technique                                improvement       want to       appropriate
                                    BEFORE THE PATIENT VISIT

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
                               DURING HISTORY AND PRE-TESTING

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 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                                   Do you have problems with night driving?
    Past family history                                  Do you ever wish you could see well without glasses?
    Past eye history                                     Do your eyes ever feel dry, irritated or itchy?
    Review of Systems                                    How many hours do you use the computer/ipad/smart
    Medications                                           phone at home and work?
    Occupation                                           How long before your eyes get tired or irritated?
    Computer use                                         Do your lenses ever fog up causing temporary blindness?
    Recreational interest                                Do your lenses get smudged and dirty easily?
    Do have problems with glare?                         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   H. ACCOMMODATION OR FOCUSSING ABILITY
                   of examination.                                                                Accommodative amplitude and facility are at expected levels.
                  Other:                                                                         Accommodative skills are deficient.
                   ________________________________________________                               Other ________________________________________________

               ____________________________________________________                    I. COLOR VISION
                                                                                                  Color discrimination ability is normal
                                                                                                  Other ________________________________________________
B. VISUAL FIELD
              No restrictions or anomalies of the visual field were identified        J. DISPOSITION AND RECOMMENDATIONS
              Other ________________________________________________                             No prescription lenses were considered necessary.
                                                                                                  No prescription change was considered necessary.
C. INTRA-OCULAR PRESSURE                                                                          Lenses have been prescribed for:
              Within normal limits at the time of the examination                                 o          Constant use
              Other ________________________________________________                              o          All near work (within 24 inches)
                                                                                                   o          Computer use
D. VISUAL ACUITY With [ ] present or [ ] no correction:                                            o          Distance viewing only
                                                                                                   o          Use at patient's discretion
                                                                                                   o          Other
       Distance: Right Eye _______ Left Eye _______ Both Eyes ________
                                                                                                              _____________________________________________
       Near:       Right Eye _______ Left Eye _______ Both Eyes ________
                                                                                           Visual Acuity with the prescribed correction:
E. REFRACTIVE STATUS                                                                       Distance: Right Eye _______ Left Eye ________ Both Eyes _________
              Negligible refractive error.
              Myopia (nearsightedness) of a low/moderate/high degree                      Near:        Right Eye _______Left Eye ________ Both Eyes _________
              Hyperopia (farsightedness) of a low/moderate/high degree.
              Astigmatism of a low/moderate/high degree.                                         Vision Therapy
              Anisometropia (unequal eyes) of a moderate/high degree.                            Lubricating drops/ointment _______________________________
              Other comments: ______________________________________                             Medication
                                                                                                  Rest breaks
F. BINOCULARITY OR EYE TEAMING ABILITY                                                              The patient was referred for further testing:
              Binocular skills are adequate.                                                      o Computer vision evaluation
              Binocular skills are mildly deficient.                                              o Workstation evaluation
              Binocular skills are markedly deficient.                                            o Punctal plugs
              Strabismus (Eye Turn) is present.                                                   o Vision training
               o Esotropia (inward)                                                                o Contact lens
               o Exotropia (outward)                                                               o Low Vision
               o Hypertropia (upward)                                                              o Ocular Pathology
              Other _______________________________________________                               o Medical consult
                                                                                                   o Other _____________________________________________
G. OCULAR MOTILITIES OR EYE TRACKING SKILLS
              Eye movement skills are smooth and accurate.                            K. CONTINUING CARE It is recommended this patient return for
              Eye movement skills are mildly deficient.                                  his/her vision evaluation in: ______ weeks______ months ______ years
              Eye movement skills are markedly deficient.
              Other _______________________________________________
                                                                                       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.

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