* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Essential Systems For Helping Patients Accept Your Treatment Plan
Survey
Document related concepts
Marketing strategy wikipedia , lookup
Digital marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Youth marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Street marketing wikipedia , lookup
Personal branding wikipedia , lookup
Green marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Transcript
Essential Systems For Helping Patients Accept Your Treatment Plan Mark R. Wright, OD, FCOVD [email protected] This power point presentation was created by Mark R. Wright, OD, FCOVD Copyright 2012 – Progressive Publishing Company – All rights reserved Mark Wright, OD, FCOVD • President: Pathways to Success • Editor: Review of Optometric Business www.reviewob.com • Author: Coding, Reimbursement and Contracting for Optometry • Faculty coordinator of the OSU College of Optometry Business Management Program • 2006 Benedict Professor: University of Houston • 1980 – 2007 founder: Professional VisionCare, Westerville, Ohio SPEAKER FINANCIAL DISCLOSURE STATEMENT • Mark R. Wright, OD, FCOVD is a paid speaker for the following companies: – – – – – – Alcon CIBA ESSILOR Jobson Vistakon VSP • He is an officer of: – Pathways to Success – Progressive Publishing Company • He is the professional editor of: – Review of Optometric Business Course overview • Getting patients to accept and follow through with your treatment plan is something all three of the O's struggle with daily. This course gives you practical applications for the three major systems that will increase the number of treatment plans accepted by your patients. The three major systems are: presetting patients to purchase, maximizing the effectiveness of your case presentation and making it easier for the patient to pay. At the conclusion of this lecture the attendee will be able to … 1. Implement a systems approach to practice 2. Preset patients to purchase – (Start conversations to create opportunities) 3. 4. 5. 6. 7. 8. Improve the marketing message Build credibility Maximize your case presentation Instill a sense of urgency Establish pricing in terms of value Make it easy for patients to pay What are systems? Reception Pretest Testing Auxiliary testing Optical Dilation Checkout Helping patients buy Presetting patients to purchase Convincing patients to buy Helping patients to buy Methods of helping people buy Presetting patients to purchase 1. Preset patients to purchase 2. Improve your marketing message 3. Build credibility 4. Maximize your case presentation 5. Instill a sense of urgency 6. Establish your pricing in terms of value 7. Make it easy for patients to purchase Presetting patients to purchase Print and digital media Presetting patients to purchase Start conversations to create opportunities “Don’t forget to bring in your driving sunwear” What is your marketing message? Improve the marketing message Problem Solution Call to action Improve your marketing message Improve your marketing message Why do people buy? Improve your marketing message Adoption curve Improve your marketing message Maslow's hierarchy of needs Improve your marketing message Improve your marketing message Improve your marketing message Build credibility Professional credibility Standard of care In-office credibility Consistency credibility Digital credibility Perfect Peaceful Powerful Playful Build credibility Build credibility Success stories Build credibility HIPAA Marketing Release Form Build credibility Build credibility Brand management What is your brand? • The application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the patient and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. Build credibility Maximizing the effectiveness of your case presentation Where do you sit? The Case presentation Optical Plan • Prescribe everything needed – – – – – – – – Contact lenses Back-up eyewear Sunglasses Driving glasses Sun glasses Safety glasses Dress glasses Work glasses Medical Plan Recall Plan • Medical testing “You need to see me in ___ D W M • Medical treatment to manage ___” • Medical Rx Lenses – Conditions • CNS meds • Cataract • UV – Transition lenses – Sunglasses – AR Allergic conjunctivitis Cataract Glaucoma Headaches Relate everything back to the history History Diagnosis Treatment plan Trouble driving at night Cataracts No glare lenses Taking CNS depressant Sluggish pupils Transitions 10 year old Needs UV protection UV protective lenses Playing sports Amblyopia Polycarbonate The order of your case presentation is … 1. What is most important to the patient 2. What is most important to you 3. Everything else in priority order 4. Prescribing the return 5. Golden Minute Case presentation – LISTEN! History Diagnosis Prescription Case presentation – Body language! Instill a sense of urgency Establish pricing in terms of value What is your 30 elevator speech telling patients why there is value in coming to your practice. How do you handle shoppers Make it easier for the patient to pay PAYMENTSources METHODS Primary of Money • Cash • Check • Credit card • Debit card • Lay-away plan • Pre-dated checks • Pay pal • Care Credit • Pre-authorized checking • Bartering