Download Handout - Vision Expo East

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.
b.
c.
d.
The Pre-test room appearance
Relating history form information to possible treatment choices
Educating the patient about lens options
Pretest explanations which position lens features
IV. The Role of the Doctor
a.
b.
c.
d.
e.
f.
The exam room appearance
Creating the Human Bond
Use of history form and pretests to state the patient’s needs
Explaining the need for lens features during the eye examination
Case presentation
Hand-off to the Optician
V. The Role of the Optician
a.
b.
c.
d.
e.
f.
g.
The Dispensary appearance
Start with lenses first
Review glasses for special needs first
Use demonstrators
Give testimonials
Present fees
Dispensing day reinforcement of purchase decision
i. Testimonials
ii. Enthusiasm
VI. Concluding comments
Thanks for attending my lecture!
Peter G. Shaw-McMinn, OD
[email protected]
COMMUNICATING DURING THE PATIENT EXPERIENCE
Communication
Technique
Using successfully
Using needs
improvement
BEFORE THE PATIENT VISIT
Not using and
want to
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
Not
appropriate
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.
b.
c.
d.
e.
f.
Name
Logo
Theme
Phone number
Address
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
__ Using Power Tools
__Yard Work
__Auto repair
__Using caustic cleaning supplies
__Painting
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?
__Not a Factor
__Primary Consideration
__Reasonably Important
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
Past family history
Past eye history
Review of Systems
Medications
Occupation
Computer use
Recreational interest
Do have problems with glare?








Do you have problems with night driving?
Do you ever wish you could see well without glasses?
Do your eyes ever feel dry, irritated or itchy?
How many hours do you use the computer/ipad/smart
phone at home and work?
How long before your eyes get tired or irritated?
Do your lenses ever fog up causing temporary blindness?
Do your lenses get smudged and dirty easily?
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
of examination.
Other:
________________________________________________

____________________________________________________
H. ACCOMMODATION OR FOCUSSING ABILITY



Accommodative amplitude and facility are at expected levels.
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
Other ________________________________________________
C. INTRA-OCULAR PRESSURE


J. DISPOSITION AND RECOMMENDATIONS



Within normal limits at the time of the examination
Other ________________________________________________
D. VISUAL ACUITY With [ ] present or [ ] no correction:
Distance: Right Eye _______ Left Eye _______ Both Eyes ________
Near:
Right Eye _______ Left Eye _______ Both Eyes ________
E. REFRACTIVE STATUS






Negligible refractive error.
Myopia (nearsightedness) of a low/moderate/high degree
Hyperopia (farsightedness) of a low/moderate/high degree.
Astigmatism of a low/moderate/high degree.
Anisometropia (unequal eyes) of a moderate/high degree.
Other comments: ______________________________________
F. BINOCULARITY OR EYE TEAMING ABILITY




Binocular skills are adequate.
Binocular skills are mildly deficient.
Binocular skills are markedly deficient.
Strabismus (Eye Turn) is present.
o Esotropia (inward)
o Exotropia (outward)
o Hypertropia (upward)
Other _______________________________________________

No prescription lenses were considered necessary.
No prescription change was considered necessary.
Lenses have been prescribed for:
o
Constant use
o
All near work (within 24 inches)
o
Computer use
o
Distance viewing only
o
Use at patient's discretion
o
Other
_____________________________________________
Visual Acuity with the prescribed correction:
Distance: Right Eye _______ Left Eye ________ Both Eyes _________
Near:




Right Eye _______Left Eye ________ Both Eyes _________
Vision Therapy
Lubricating drops/ointment _______________________________
Medication
Rest breaks
 The patient was referred for further testing:
o Computer vision evaluation
o Workstation evaluation
o Punctal plugs
o Vision training
o Contact lens
o Low Vision
o Ocular Pathology
o Medical consult
o Other _____________________________________________
G. OCULAR MOTILITIES OR EYE TRACKING SKILLS




Eye movement skills are smooth and accurate.
Eye movement skills are mildly deficient.
Eye movement skills are markedly deficient.
Other _______________________________________________
K. CONTINUING CARE It is recommended this patient return for
his/her vision evaluation in: ______ weeks______ months ______ years
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 [email protected].
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