Creating the Dynamic Dispensary

1. Creating the Dynamic Dispensary Shane R. Kannarr, O.D.

2. KEY POINTS

3. 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.

4. 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.

5. SALES is not a bad word if done properly. (Solutions) • ________ % of income is derived from materials for the average practitioner. • Earn credibility.

6. INFORMATION COMES FROMSEVERAL AREAS

7. People That Impact Front Desk Pretester Doc Dispensing Check Out Dispenser

8. Questionnaire

9. Incorporate as Much as You Can into the Medical History. • Information Must be Concrete and Factual. • Age • Gender

10. Occupation • Hobbies • Last Eye Exam • Reason for Exam

11. Sample of the sheet • Optical Hx Medical Hx • Personal Notes Family notes

12. Exam

13. 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.

14. Observations

15. Personality. • Attitude. • Motivation. • Fashion Sense. • What the Heck are They Wanting? • Must Work Off the Patient’s Response.

16. How will Everyone in the Office Communicate?

17. Office Traffic

18. A Note Page. • Color Code. • Take a Moment and Discuss the Patient. (They will be thrilled.) • Keep a Log (refer to the sheet)

19. 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

20. Do your patient’s Feel like this?

21. 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

22. Sell the benefits not features • Dr. Ziegler

23. OR THIS??

24. Dispensing • Reinforce the sale • What type of presentation is used • Provide the written information • Opportunity for second pair sale

25. After the sale • Call the patient • Remind them of the advantages of their selection • Remind them of discount

26. OR THIS

27. Premium Products and Who they Might Benefit or Not

28. 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”

29. Anti-Reflective Coating • Sales. • Computer Users. • People who Drive a lot. • Cataracts not Ready to Extract. • High Prescriptions. • Avoid:“Abrasive Professions” Back up glasses

30. 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?

31. 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)

32. Avoid: Those Unwilling to Change. Motion Sick HUGE Frames Tiny Frames “Brother’s Cousin’s Friend hated them and I Will Too.”

33. 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

34. Photochromatic Lenses • People who are In and Outdoors. • Outdoor Activities. • Willing to be Adaptive. • Avoid: Drivers (unless they understand the situation)

35. 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

36. 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

37. 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

38. Prescription or Plano. Most People that have a Good Pair are Never Without. Always Think Polarized. Room Distance. Double Seg. Safety. Computer Distance Glasses. Readers over Contacts. Think Premium Scratch Coating. Second PairsSunglassesOccupational

39. Hi Index Questions • Come on… No one asks for Hi Index, you just need to know who benefits!!!!!

40. Hi-Index • Primary Pair >3.00 Diopters of Correction.

41. When it comes together it feels like Winning the lottery

42. Things To Remember

43. 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.

44. Case Studies

45. #1 • Sex: Female • Occupation: Oral Surgeon • Age: 35 • Ultimate in Fashionable! • Hobbies: Golf, Boating, Working Out, and Travel.

46. #2 • Sex: Male • Occupation: Engineer • Age: 45 • Hasn’t Changed Frames in 10 Years! • Hobbies: Driving his Porsche, Model Railroads • Recently Divorced.

47. #3 • Sex: Female • Occupation: Stay at Home Mother • Age: 31 • Hasn’t Worn Contacts because of Astigmatism.

48. #4 • Sex: Male • Occupation: Farmer • Age: 60 • Always Worn Photogray

49. #5 • Sex: Female • Occupation: Teacher • Age: 43 • Always Worn Contacts, Trouble with Reading Now. • Hobbies: Tennis Player.

50. #6 • Sex: Male • Occupation: Factory Worker • Age: 21 • Plays in a Band at Night! • Hobbies: Computer Addict