1. Essential Systems For Helping Patients Accept Your Treatment Plan Mark R. Wright, OD, FCOVD mwright@pathways-o.com

2. This power point presentation was created by Mark R. Wright, OD, FCOVD Copyright 2012 – Progressive Publishing Company – All rights reserved

3. Mark Wright, OD, FCOVD President: Pathways to Success Editor: Review of Optometric Business www.reviewob.com Author: Coding, Reimbursement and Contracting for Optometry Faculty coordinator of the OSU College of Optometry Business Management Program 2006 Benedict Professor: University of Houston 1980 – 2007 founder: Professional VisionCare, Westerville, Ohio

4. Mark R. Wright, OD, FCOVD is a paid speaker for the following companies: – Alcon – CIBA – ESSILOR – Jobson – Vistakon – VSP He is an officer of: – Pathways to Success – Progressive Publishing Company He is the professional editor of: – Review of Optometric Business SPEAKER FINANCIAL DISCLOSURE STATEMENT

5. Course overview Getting patients to accept and follow through with your treatment plan is something all three of the O's struggle with daily. This course gives you practical applications for the three major systems that will increase the number of treatment plans accepted by your patients. The three major systems are: presetting patients to purchase, maximizing the effectiveness of your case presentation and making it easier for the patient to pay.

6. At the conclusion of this lecture the attendee will be able to … 1.Implement a systems approach to practice 2.Preset patients to purchase – (Start conversations to create opportunities) 3.Improve the marketing message 4.Build credibility 5.Maximize your case presentation 6.Instill a sense of urgency 7.Establish pricing in terms of value 8.Make it easy for patients to pay

7. What are systems?

8. Reception Pretest Testing Auxiliary testing Optical Dilation Checkout

9. Helping patients buy Presetting patients to purchase Convincing patients to buy Helping patients to buy

10. Methods of helping people buy Presetting patients to purchase 1.Preset patients to purchase 2.Improve your marketing message 3.Build credibility 4.Maximize your case presentation 5.Instill a sense of urgency 6.Establish your pricing in terms of value 7.Make it easy for patients to purchase

11. Presetting patients to purchase Print and digital media

12. Presetting patients to purchase Start conversations to create opportunities “Don’t forget to bring in your driving sunwear”

13. Improve the marketing message What is your marketing message? ProblemSolution Call to action

14. Improve your marketing message

16. Why do people buy? Improve your marketing message

17. Adoption curve Improve your marketing message

18. Maslow's hierarchy of needs Improve your marketing message

21. Build credibility Professional credibility Standard of care In-office credibility Consistency credibility Digital credibility

22. Powerful Playful Perfect Peaceful Build credibility

25. Success stories Build credibility

26. HIPAA Marketing Release Form HIPAA Marketing Release Form

27. Build credibility

29. Brand management What is your brand? The application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the patient and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. Build credibility

30. Maximizing the effectiveness of your case presentation

31. Where do you sit?

32. The Case presentation Optical Plan Medical Plan Prescribe everything needed – Contact lenses – Back-up eyewear – Sunglasses – Driving glasses – Sun glasses – Safety glasses – Dress glasses – Work glasses Medical testing Medical treatment Medical Rx Lenses – Conditions CNS meds Cataract UV – Transition lenses – Sunglasses – AR Recall Plan “You need to see me in ___ D W M to manage ___” Allergic conjunctivitis Cataract Glaucoma Headaches

33. Relate everything back to the history HistoryDiagnosisTreatment plan Trouble driving at nightCataractsNo glare lenses Taking CNS depressantSluggish pupilsTransitions 10 year oldNeeds UV protectionUV protective lenses Playing sportsAmblyopiaPolycarbonate

34. The order of your case presentation is … 1.What is most important to the patient 2.What is most important to you 3.Everything else in priority order 4.Prescribing the return 5.Golden Minute

35. HistoryDiagnosisPrescription Case presentation – LISTEN!

36. Case presentation – Body language!

37. Instill a sense of urgency

39. Establish pricing in terms of value

41. What is your 30 elevator speech telling patients why there is value in coming to your practice.

42. How do you handle shoppers

43. Make it easier for the patient to pay

44. Primary Sources of Money PAYMENT METHODS Cash Check Credit card Debit card Lay-away plan Pre-dated checks Pay pal Care Credit Pre-authorized checking Bartering