Creating diversity in the way one interacts with patients can be one of the sharpest tools in the optical dispenser’s kit, creating satisfied and lifelong patients, writes SARAH THOMPSON.
Few would doubt the significance of optical dispensers within a practice. As I have moved through my years of dispensing, I’ve experienced various demographics, products, patients, and colleagues who all operate on different levels and in their own ways. Which brings me to the focus of this column: diversity within our practice.
One of my mentors for the past four years talks about the importance of ‘meeting people where they are at’. This relates to every individual who walks through the door regardless of their status or background. It encompasses what you offer, how you offer it, and your relationship and retention of that patient.
The way optical dispensers work in one practice will be different to the next given the values and business goals unique to each store. But the way in which we target our patients, and ‘meet them where they are at’ is essential.
No one wants to feel like a transaction, and we must remember that because we dispense eyewear all day long, it doesn’t mean the patient is going to understand the terminology we use with our colleagues. Our product knowledge is essential, but so is the ability to explain it in different ways. Some people are going to want to know all about it, while others won’t care for it as much. Everyone is going to have their own needs, their own story, and it’s on us to put it all together.
But how do you create diversity within the practice? Well, diversify your customer service.
There are a lot of ‘people skills’ and empathy required for those you are dispensing to. We must consider more than just someone’s refractive needs before we start showing them frames.
Be it an aged pensioner with a small budget in mind who needs a new frame and progressive lenses, or a professional in the peak of their career who wants cutting-edge technology in lenses with a high-end frame.
The way you engage with each of these patients is going to be different, but also the same. For example, you spend the same amount of time and effort into your dispense with both cases, regardless of how much money you take from them. You also make both feel good about the frames they choose and understand the lenses you’re recommending.
What’s different is the lens design you offer and the frames you suggest which is all price based. Maybe you leave the anti-reflection coating off the older persons glasses despite your KPI, or what you believe to be better. Catering for your demographic is what’s important because you are respecting their needs. We have a huge impact on quality-of-life when it comes to enabling our customers to see the world around them, we must achieve this within their means.
People’s personality types will determine the way in which you dispense; the frames, the way you engage with them and even the way you take your measurements. Society has come a long way with neurodiversity for example. What are the cues that you use to flag a sensory need, and do you know how you could diversify your service to accommodate this?
Thinking on your feet and outside the box is your biggest saviour here.
If we are meeting these people on their level, you are going to deliver a service that resonates with them, which makes the process more enjoyable, memorable and is more likely to create better retention. Maybe you don’t use your whizzbang measuring tool and revert to old school marking up, or even take them into a quiet space or outside while they can process their options.
What about cultural differences? Are you aware of any marketing material for those with culturally and linguistically diverse (CALD) backgrounds? Are you aware of different cultures most prevalent in your area and the most respectful way to engage with them?
Location. It goes without saying country living is vastly different to city life, and so are the people you’re typically looking after. Their mannerisms, the way they engage with you, their values and what is important to them is going to differ. Not to mention access to different services and, for example, where the nearest ophthalmologist is. Understanding this as a factor is going to help you show empathy and build rapport.
Optical dispensers are essential to any optometry business, so it’s vital to diversify our skills and abilities to create a client-centred approach.
While diversity is a huge topic and I’ve just touched the surface, if only you consider how to ‘meet people where they are at’ in a better way, we are on the road to improving our service as optical dispensers.
About the author: Sarah Thompson is the practice manager at Wills Street Eyecare, advisory board member of Optical Dispensers Australia as of 2024 and assessor for the Australasian College of optical Dispensing.
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