Defocus Media Podcast Network

Defocus Media Podcast Network


Optometry Podcast: Light Up Your Sales

September 29, 2020

This Podcast is in Partnership with Transitions Optical

“Every day we are hustling,” Dr. Glover states at the top of the show. Many doctors are feeling extra-busy these days, but being busy doesn’t mean that you are being successful. How do you make sure that your patients go on to purchase the solutions that you spend so much time educating in the exam room? Our guests on this podcast are Dr. Susan Keene, owner of a 4-location private practice across Virginia and Tennessee called Envision Eye Care, and Mr. Mark Hinton an optician and renowned eyecare consultant behind eYeFacilitate.  Dr. Keene has noticed since COVID-19 closures earlier this year, her offices are busier than ever. They are still operating at a reduced patient flow to make time for additional cleaning. But even though they are seeing less patients, they are seeing an increase in their per-patient revenue. “Our June and July were our two best months ever,” she shares. 

Dr. Susan Keene

What is the secret to her success? Dr. Keene and Mr. Hinton outline some of the keys to patient communication that have led to successful patient outcomes. Communicating to your patients the benefits for them personally is essential to influencing their behavior. Dr. Keene hired Mr. Hinton as a consultant for her practice several years ago, and through working with him she learned the correct wording to connect her prescription to patient outcomes. “I have found that there are a few key phrases that I will say that really resonate with patients,” Dr. Keene states. 

* For patients with drusen or other macular changes, she tells patients that she sees signs of “toxic damage inside the eye.” Hinton advises doctors to avoid the term “UV or UV rays” in favor of “sun damage.” His extensive market research has shown that patients don’t connect the term UV specifically to something dangerous, but using terms like “toxic damage” or “sun damage” convey the severity of the risks involved. * Dr. Keene states that she combines discussions about lifestyle, diet, and exercise with protective eyewear for a holistic approach to the patient’s findings. “We have to do everything in our power to stop this today. I’m going to prescribe glasses for you that are not only going to help your vision, but they are going to protect your vision long term. If I do a good job, you’ll see well today. If I do a great job you’ll see well for the rest of your life.” * Telling personal stories is a great way to connect with patients about the real risks to vision and dangers of ignoring the exam findings. Dr. Keene shares with patients that her grandmother lost vision from wet macular degeneration, and her mother is also being treated for the condition. “I tell patients all the time, I’m going to protect you the way I do my own family.”* Don’t think about selling. Dr. Keene has 9 associate doctors across her 4 locations, and she encourages them to throw the idea of selling out the window. “If you do what’s in the patient’s best interest, they will be loyal to the practice and we will, by default, make money.” 

“The patient needs to hear from the doctor what’s in it for them,” Hinton explains. “What do they stand to gain? What do they stand to lose if they don’t take your advice?” The opportunity is to connect with your patients to buy-in to the why behind all of your prescriptions, whether for medical treatment or a glasses prescription. It’s also important to explain to patients about the importance for medical grade products to offer true protection for the eyes. “Many doctors don’t know that 80% of the imported over- the-counter sunglasses are unregulated and absolutely junk. They are acrylic lenses with a spray-on UV and no backside AR.