Docstoc

Key for the Dispensary

Document Sample
Key for the Dispensary Powered By Docstoc
					Creating the
 Dynamic
   Dispensary

Shane R. Kannarr, O.D.
KEY POINTS
 To  properly help patients, a variety of
  information must be gathered.
 This information must be gained in a
  quick and timely manner.
 The patient must feel this information
  is not intrusive.
 The patient may feel that information
  crucial to you is not pertinent and
  therefore may not be forthcoming.
 Interoffice communication is the only
  way this can be done.
 Learn to read verbal and non-verbal
  communication.
 The options today can be
  overwhelming. The patient pays you
  to look through all of the options and
  select those which might pertain to
  them.
 SALES   is not a bad word if done
  properly. (Solutions)
 ________ % of income is derived
  from materials for the average
  practitioner.
 Earn credibility.
INFORMATION

 COMES FROM

SEVERAL AREAS
            People That Impact
Front Desk
Pretester
Doc
Dispensing
Check Out
Dispenser
Questionnaire
 Incorporateas Much as You Can into
 the Medical History.

 Information   Must be Concrete and
 Factual.

 Age


 Gender
 Occupation


 Hobbies


 Last   Eye Exam

 Reason    for Exam
           Sample of the sheet
   Optical Hx            Medical Hx




   Personal Notes        Family notes
Exam
 Incorporates   the Doctor’s Findings
 and Wants.

 RX.

 Former    Successes and Failures.

 Products  Discussed During the Exam
 (This will carry a lot of weight.)

 Medical   Needs.
Observations
 Personality.

 Attitude.

 Motivation.

 Fashion   Sense.

 What   the Heck are They Wanting?

 MustWork Off the Patient’s
 Response.
   How will
   Everyone
 in the Office
Communicate?
Office Traffic
A   Note Page.

 Color   Code.
 Takea Moment and Discuss the
 Patient. (They will be thrilled.)
 Keep    a Log (refer to the sheet)
      Keys to be Effective in the
              Dispensary
   Gain Credibility
        Not   everyone benefits from every item
 The staff must be well trained
 Doctor and Staff must work together
 Must be able to articulate value of product
Do your patient’s Feel like this?
            Package Pricing
 Simplification is the ultimate sophistication
 3 or less options
 Promote with written word
 Show the price difference against
  competition
Lens  Mats and Package Pricing are a
benefit to everyone concerned
Sell   the benefits not features

 Dr.   Ziegler
OR THIS??
               Dispensing
 Reinforce the sale
 What type of presentation is used
 Provide the written information
 Opportunity for second pair sale
             After the sale
 Call the patient
 Remind them of the advantages of their
  selection
 Remind them of discount
OR THIS
Premium Products
  and Who they
  Might Benefit
     or Not
Anti-Reflective Coating Questions
 Do you have trouble driving at night?
 Are you on the computer “a lot”?
 Have you been told you have cataracts?
 Are you involved in “people profession”
Anti-Reflective Coating
 Sales.
 Computer  Users.
 People who Drive a lot.
 Cataracts not Ready to Extract.
 High Prescriptions.


 Avoid: “Abrasive Professions”
           Back up glasses
    Progressive Lens Questions
 Do you need a bifocal?
 Do you work on a computer?
 Do you have intermediate needs?
 Do you not want the world know you are
  wearing a bifocal?
        Progressive Lens
 Any First-time Bifocal.
 People with Intermediate Difficulties.
 Accommodative Esotropes.
 Everyone Could Use a Wide Corridor
  Lens.
 Educate Educate Educate (save
 yourself time.)
 10   Days of Adaptation (learning)
Avoid:
 Those Unwilling to Change.
 Motion Sick
 HUGE Frames
 Tiny Frames
 “Brother’s Cousin’s Friend hated
 them and I Will Too.”
Photochromatic Lens Questions?
   Are you in and out a lot during the day?

   Do you have trouble keeping track of two
    pair of glasses?

   Is convenience the key to your life?

   New Photochromatic Driving
   Photochromatic
       Lenses
 People  who are In and Outdoors.
 Outdoor Activities.
 Willing to be Adaptive.


 Avoid: Drivers (unless they
 understand the situation)
      Contact Lens Questions
 What are your hobbies/occupations?
 Do you have trouble keeping your glasses
  adjusted in repair?
 Have you tried or ever thought of trying
  contacts?
 Keep professional fees adequate
 Keep lenses cost effective
           Contacts
 Active People.
 Former Wearers.
 High Prescription (Especially High +).
 Rapidly Progressive Myopes.
 People Told they Couldn’t in the Past.


 Avoid: Severe Dry Eye
            Real Small Eyes
          2nd Pair Questions
 What do you do for a living?
 What are your hobbies?
 Are you outside a lot?
 Are you on the computer a lot?
 -0.25 over D
          Second Pairs
    Sunglasses             Occupational
 Prescription or       Room Distance.
  Plano.                Double Seg.
 Most People that      Safety.
  have a Good Pair      Computer Distance
  are Never Without.     Glasses.
 Always Think
                        Readers over
  Polarized.             Contacts.
                        Think Premium
                         Scratch Coating.
           Hi Index Questions
   Come on… No one asks for Hi Index, you
    just need to know who benefits!!!!!
            Hi-Index
 PrimaryPair
  >3.00 Diopters of Correction.
When it comes together it feels
   like Winning the lottery
  Things
    To
Remember
 Progressives   have improved
  drastically in the last 10 years.
 Contacts are nothing compared to
  1970.
 Contacts do not cost 1 month’s pay
  (Dang It!).
 LASIK is great, but not for every
  visual problem.
 Anti-Reflective coating doesn’t peel
  off after one month.
Case Studies
                    #1
 Sex: Female
 Occupation: Oral Surgeon
 Age: 35
 Ultimate   in Fashionable!
 Hobbies:Golf, Boating, Working Out,
 and Travel.
                   #2
 Sex: Male
 Occupation: Engineer
 Age: 45
 Hasn’t   Changed Frames in 10 Years!
 Hobbies:   Driving his Porsche, Model
  Railroads
 Recently Divorced.
                #3
 Sex: Female
 Occupation: Stay at Home Mother
 Age: 31
       Worn Contacts because of
 Hasn’t
 Astigmatism.
                  #4
 Sex: Male
 Occupation: Farmer
 Age: 60
 Always   Worn Photogray
                   #5
 Sex: Female
 Occupation: Teacher
 Age: 43
 AlwaysWorn Contacts, Trouble with
 Reading Now.
 Hobbies:   Tennis Player.
                    #6
 Sex: Male
 Occupation: Factory Worker
 Age: 21
 Plays   in a Band at Night!
 Hobbies:    Computer Addict
                      #7
 Sex: Female
 Occupation: Pharmaceutical Rep.
 Age: 32
 -10.00   OU, Vain
 Hobbies:   Loves to Fish
                    #8
 Sex: Male
 Occupation: Electrician
 Age: 50
 Lots   of Astigmatism
 Hobbies:    Loves to Hang Out with the
 Family
                   #9
 Sex: Female
 Occupation: Accountant
 Age: 50
 Works   at Desk All Day
                 #10
 Sex:  Male
 Occupation: Priest by Day, Harley
  Rider by Night.
 Age: 50
 Frugal…Wants   One Pair to Do it All!

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:10
posted:11/3/2011
language:English
pages:54