Value Your Patients’ Time. They Will Appreciate It, And So Will Your Business.
Choosing a frame causes a negative emotional response in most people. The more we can change this experience for patients, the better the outcome will be. Our group has been working with clients to move the frame selection to the beginning of the process before the patient is already overwhelmed - also known as pre-shopping with the patient.
Let’s discuss the advantages and best practices of pre-shopping:
Time Saver
One of the primary benefits of pre-shopping for frames is saving valuable time. By picking out their frames beforehand, patients can eliminate the need to browse through countless options after the exam and go straight to understanding their lens needs.
This also helps the team manage patient flow, especially if an exam goes long or the patient shows up early. The clock starts ticking for the patient the minute they walk in, regardless of whether they are 10 minutes early or right on time.Informed Decision Making
Pre-shopping for frames empowers patients to make better informed decisions about their eyewear preferences. It also allows us to make the experience more fun - I hear patients make comments such as, “That was easy” and “This is the first time I’ve had fun doing this.”
Pre-shopping gives team members more time to understand lifestyle needs and assess what the client is currently wearing. Ideally, we would select the final frame(s) before the exam. That said, even narrowing the selection down to two or three is helpful. This way, they can be focused on eye health during their exam.Seamless Transition / Handoff
Communication is key. When the patient has pre-shopped, the team member can let the OD know they have already selected a frame and which team member will finish with them, taking the pressure off the OD. At this point, it is fun to bring the OD into the process by having the patient model the frame for them.
Importance of Measurements
Acquiring frame measurements is an essential aspect of pre-shopping. Take appropriate measurements and document frame choice in the patient file. This way, the patient feels more committed, and even if they are overwhelmed by the exam, they are more likely to purchase.
At the very least, if they need to think about it but it is 90% complete, they will not likely shop around or start over somewhere else.
Training your staff and setting them up to succeed is key. Here are some areas of skill development we focus on when implementing pre-shopping:
How to lead the frame selection process in a timely manner.
How to approach the patient and introduce the pre-shopping concept.
Seamless OD handoff, even when there is no Rx change.
Cross-training frame selection so all staff can support.
Booking the appointment.
Although pre-shopping is not an option 100% of the time, implementing it when possible will benefit your patients as well as your business.
The offices in which we have implemented this strategy have seen an increase in their conversion/capture rate of 3% to 5%. In my experience, the best sign that patient is happy is that they purchase their eyewear from you.
As always, let me know if I can be of help.
Nancy Dewald is a business development professional, workshop facilitator and optical industry veteran. She is CEO and founder of Lead Up Training & Consulting, which specializes in identifying business gaps, implementing solutions and developing leaders.
Article as seen in Optical Prism.