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Building the Practice of the Future

Family Eyecare of Glendale recently moved to a new location in Glendale, Ariz. This Zeiss-branded practice, using “Personalized Eyecare—Customized Eyewear” as its theme, is designed to provide a unique visit and a commitment to the practice.

THE PLAN

Why the change?

“We had developed a large medical eyecare practice incorporating the latest technologies, with a well-trained staff, well-schooled in customer service,” notes owner David Kaplan, OD. “Despite this, our bottom line and professional satisfaction were under assault from downward economic pressures created by decreasing insurance reimbursements and increasing competition from brick-and-mortar as well as Internet-based commercial optometry.”

So practice principals spent months researching optical and business at large. Utilizing the talents of a Zeiss regional manager, “who was an endless resource about the industry,” Kaplan notes that they brainstormed about what worked and what didn't both domestically and abroad. Outside the industry, Apple was the focus for its ability to thrive in the bad economy.

“Our general business plan was called the ‘Zeiss Experience,’” Kaplan says. “Our goal was to develop a team of highly trained and motivated professionals, including doctors, opticians, technicians, and front office staff.”

They wouldn't change everything, he notes. “We'd continue to utilize cutting-edge technology, early diagnosis, and ocular disease management.”

But they would add new aspects to the practice as well. “We'd offer innovative optical products presented in a unique environment. And, we'd create an effective educational program that would ensure patients understood the quality of services and value of products they were offered,” he says.

UNIQUE MATERIALS

As the first Zeiss Experience practice in the U.S., the décor is decidedly high-tech and futuristic.

At the heart of it is a unique folder. “Single-page educational inserts were developed for each category and are added to the patients' folders as they make their way through their individual experience,” Kaplan says. “We live in a world of sound and news bits. The folder was designed with this in mind.”

The folder helps capture lifestyle information and provides an easy-to-understand guide to lens choices. It is given to each patient at the beginning of the appointment. The patient answers a few lifestyle questions and brings his or her folder throughout the practice journey.

The doctor recommends lens products based on patient input. Next, the optician goes through the lens options section and explains the doctor's recommendations more thoroughly. The folder serves as a reminder of what was discussed. Everyone who speaks with the patient participates in education.

THE LEARNING CURVE

The practice is built on the premise that education is differentiation, to counter the movement toward commoditization, and creates a premium patient experience and high Rx capture rates.

“From the beginning of this project we were acutely aware that staff participation was critical,” Kaplan recalls. “If staff didn't buy into this new paradigm, the patients never would.”

To that end, there were many hours of education about the new technologies and the advantages of it. By opening day, each staff member understood what the practice was doing and why, and could communicate this with patients. The education continues, ensuring the process is working as planned.

“We have monthly in-services with our staff on diverse topics,” explains Kaplan. “We utilize many of the techniques of the Disney approach to customer service and reinforce these with staff. We also reinforce the scope of ocular and medical services, advanced instrumentation, free-form lens design, and the customized services we provide. Many of our representatives assist with these in-services.”

Looking ahead, Kaplan says, “Successful independent practices will be the ones that create a special experience for patients and educate them on the difference between an adequate and satisfying visual experience.” EB

PRACTICE DESIGN

Designed to be high-tech and minimalist, each area of Family Eyecare of Glendale in Glendale, Ariz., was created with a specific purpose in mind, and new technology is not added until it's proven to enhance quality of care. “The waiting room's primary purpose is to begin the education process,” owner David Kaplan, OD, says. “It incorporates a large computerized information center to begin introducing new lens technologies.” The practice utilizes high-tech options in what Kaplan calls its “technology arsenal.” Eyemaginations' computerized information in the waiting room and dilation area help coordinate the flow of information to patients. “The optical, however, is the centerpiece,” he adds. “We utilize European optical display designs. We incorporated the designs with a space theme to complement Zeiss' other accomplishments [and create] a unique optical environment.” The result? According to Kaplan, revenues and patient satisfaction are up. Schedules are full and booking is further out. Free-form PAL use is more than 90 percent, and single-vision free-form usage is climbing daily. Most important, Kaplan says, “Both my associates and I are happier than ever and are back to loving what we do. If I had to sum it up, I would say we have found a way to compete by opting out of the competition.”

STEP-BY-STEP

A typical visit to Family Eyecare of Glendale goes like this: 1 Front office personnel welcome the patient. Each patient receives a customized folder. 2 An automated, all-in-one system (iProfiler) measures the patient's refractive status and performs auto-keratometry, corneal topography, and wavefront aberrometry. 3 A doctor's refraction is performed, and iScription proprietary software calculations providing customized details on higher-order aberrations are then reviewed. 4 Doctor reviews data and computerized imagery and a folder insert on lenses is discussed with the patient to determine appropriate lens solutions. 5 The iTerminal dispensary system takes advanced measurements. Skilled opticians help the patient select frames, review lens design and material options (using a folder insert), and measurements are taken (via iTerminal for those who select free-form). 6 Patients return to the exam room for a comprehensive dilated exam. 7 Specialty testing (i.e., visual fields, OCT, and retinal photography) is performed as needed. 8 Components of the dilated exam are reviewed; prescriptions are added to the folder. Folder entries are made and single-page educational inserts are added as patients make their way through each station.