Issue link: https://optometricmanagementsupplements.epubxp.com/i/587112
6 S P E C I A L E D I T I O N 2 0 1 5 • O P T O M E T R I C M A N A G E M E N T . C O M FE ATURE INNOVATION CHANGES E VERY THING saving money or time). We need to operate in all areas to be successful, but usu- ally there are one or two that really give us joy. For me, a self-proclaimed geek, it's defnitely about the science. But I have friends and colleagues who are happy to leave all those science classes back in optometry school and instead focus on how it can help their patients, or how it will afect their bottom line. So be honest, what's your #1 "Joy Ride" — helping, know- ing, or earning? Tis is the "feeding the soul" part. If you can fgure this out for your patients and staf, you'll quickly master the "builds your practice" part as well. I call this the "Productive Dialogue", and it's modeled afer what we do every day — listen, collect data, explain and follow up! And because all this innovation and 'mass customization' helps us to be more efcient, it frees us up to more clear- ly focus on the heart, mind and pocketbook equation for our patients. Here's how it works; it's a lot like the old "SOAP" format (Subjective, Objective, Assessment and Plan)! Action Sample Script 1. Uncover unmet need Use observation, knowledge of patient, case history "I can see that your life is really hectic with the demands of your new job, new house and your tennis group …" 2. Activate need Reaffirm validity and/or deepen understanding of need "You may not think about it, but your eyes have to work really hard to keep up with all you do." 3. Diagnostic opportunity Show or tell patients what you do in your exam to verify/rule out concerns "Everything looks healthy in front and in back of your eyes; but I also want to make sure your contact lenses are optimized for your busy life." 4. Present solution Explain why course of action aligns with their need "So I'm prescribing a new lens that was developed to work with your eyes for all the varied activities you engage in during a day. The lens is really simple and cost effective to use …" 5. Practice benefit Make them aware of your value-added services and make it easy for them to return to your practice "And because things are probably not going to slow down for you, let's make sure we get you set up for auto-shipment of your lenses and schedule next year's full exam in your calendar now. We'll remind you in plenty of time to change it should you need to at the time." DON'T ASK WHAT PEOPLE WANT; WATCH WHAT THEY DO TO GET TO WHAT THEY WANT — HUMANS ARE NATURAL PROBLEM SOLVERS. The Productive Dialogue