PRACTICE ADVISORS

The Pitfalls Of the Old Frame

Best practices for patients who insist on recycling their frames

Q: SHOULD PATIENTS BE CHARGED A FEE FOR USING THEIR OWN FRAME AND RECEIVING LENSES ONLY?

A: The simple answer is no. Theoretically, it may make sense to charge as much as $25 for a patient using their old frame. However, there are many complexities that need to be addressed for lenses only.

And there is, of course, always the worst-case scenario of an old frame that the patient loves being broken in the lens insertion process—a frame that is now discontinued. A few incidents like this can certainly make an eyecare professional cringe and want to charge a patient a penalty for using their old frame. You are certainly justified because of the extra risk, but sometimes justification can get in the way of good business practices.

FAIR OR RIP-OFF?

What eyecare professionals may judge as being a fair charge for a service, patients often perceive as being a “rip-off.” We don’t believe in charging patients for using their old frames, but there are some caveats to the practice. The following procedures may help.

✓ EDUCATE. Make sure your staff properly educates the patient of any weakness or defects in their current frame. The patient should know that they ultimately are making a decision to reuse an old frame that could potentially go bad prior to their next eye exam. Be educational and honest, not forceful in a sale. Your entire motivation should be to help the patient with your sound professional advice.

The last thing a patient wants to do is replace their premium lenses with AR coating and photochromics only to have their frame break in two months because of weaknesses. To make matters worse, when they come back to you to repurchase the same frame, they find out that the frame has been discontinued.

✓ SUGGEST. When you are educating them about the strength of their frames, you should also address current versus discontinued status. And don’t forget to suggest using their old glasses for an emergency backup as an alternative to a lenses-only transaction.

REUSE & RECYCLE

There are several reasons patients want to utilize their old frames.

They want to save money

They love their old frame style so much and they can’t part with it and/or replace it

They want to save money and they disguise this with reason #2

They did not find any frame in your optical department that they liked better than their current frame.

Also, you should have some inexpensive frames in stock to offer patients as an alternative to using their old frame if cost is part of the decision process. Some eyecare practitioners go as far as giving the patient the inexpensive frame as an alternative to using an old frame.

✓ SIGN. Should your other efforts fail, and the patient remains set on using his existing frame, have him sign a form to acknowledge that he—not you—is assuming the risk if the frame breaks. Again, it is also important that the frame is inspected thoroughly for existing and potential defects and that the patient understands the potential issues.

BE HONEST

It would be nice if it were a perfect world and we didn’t have to discuss this potentially daunting issue. However, in this day and age with the limitations by third-party groups on frame allowances, more and more patients may be requesting use of their old frame. Also, the economy and its effects on household budgets is a real factor for many patients. We need to know how to handle these requests fairly without angering patients.

Honesty is always the best approach. If the frame is in bad shape and you point it out to the patients, many times they will chose to get new frames. If their frames are still in good shape, then doing what the patient wants without any haggling is ultimately what the patient desires.

If a patient ultimately still wants to put a new engine in their old automobile or a new lens in their old frame, so be it. Whatever their motivation may be, we suggest not penalizing them financially for this decision.

Achieving superior customer care will surely be the key driving factor in the growth of your practice...not a $25 surcharge for using an old frame.

— Allan Barker, O.D., and Greg Stockbridge, O.D., MBA

SEND US YOUR QUESTIONS

Drs. Barker and Stockbridge will answer your questions about practice growth, business management, as well as other issues. Please email your questions to eyecarebizeditor@pentavisionmedia.com