The model worked but at a great cost – volume sales require high advertising budgets and increased patient numbers – the consequence is decreased consultation time with patients.Optometric care was given less, or no value, and the retail aspect of the business reigned supre.With no marketing budget or vertical integration of supply, independent optometrists who tried to duplicate the ‘volume model’ struggled. If they attpted to price match their corporate competitor they reduced their profits.On the other hand, the optometrists who bought into the hype and joined the corporate-style approach found increased sales didn’t necessarily equate to increased profits.Have you ever noticed how all we ever hear about is that gross sales figures have increased but there is never a mention of profit?{{quote-A:R-W:450-Q: After conducting a secret shop at a corporate store I found the answer – a 13-minute appointment, an inferior retinal image and, as far as I could tell, the patient saw a refractionist, not an optometrist }}Then along came the Medicare freeze, followed by the Medicare rebate reduction. This has equated to about a 15% reduction in consultation fee dollars since 2012 – after inflation.I asked myself, “Could I still provide comprehensive care and continue to bulk bill? Could I do advanced testing and not charge a fee? How do the corporates do it?” So I decided to find out.After conducting a secret shop at a corporate store I found the answer – a 13-minute appointment, an inferior retinal image and, as far as I could tell, the patient saw a refractionist, not an optometrist.The free image was worth exactly what I paid for it – nothing! In my mind, examination of the fundus through a 2mm pupil without suggesting dilation is negligent.I decided I had two choices. One was to chase volume, skimp on eye care and fool myself that I was caring for my patients. The other was to invest in my patient’s time, technology and equipment, and recoup my investment by charging my patients for that service. The choice to provide comprehensive care was easy.So, as the optometry profession becomes more fragmented and niche, with some chains banking on brand name frames while others concentrate on selling cheap specs, there is space in the market for the more clinically focused optometrists to build a reputation for the highest quality eye tests.However, the answer must include private fees. At our practices, we’ve developed a series of branded services that relate directly to comprehensive examinations and the most common eye conditions. We offer these as an extra service and we charge for th.For example, if a patient presents with risk factors relating to macula degeneration, our optometrists will offer that patient a service called ‘Macula Plus’, which is a series of four additional tests specific to macula degeneration – and there is a fee for those services.Our experience has been that once the process has been explained to the patient, they are only too happy to pay the fee, just as they do for doctors, dentists or any other health professional. Better still, they understand the need for it.My very strong hope is that in time the government will fund these additional tests, but we can’t wait, because right now there are still many patients who will gratefully pay the relatively small fee required to get a more thorough and tailored examination.
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Name: Dale RolfeQualifications: BOptom (Hons) UNSWBusiness: EyeCare Pus FosterPosition: Deputy Chairman of Eyecare PlusLocation: FosterYears in the profession: 31 years |
