The latest spectacle and lens technologies offer patients unparalleled vision enhancement. However, these premium products, such as digital lenses and anti-reflective coatings, often come at a high cost — a price many patients are unwilling to pay. Here are four tips to get patients on board with your recommendations.
Market Your Products and Services
A little bit of marketing know-how can go a long way to help promote the premium products and services you offer. Your business website and social media pages, as well as promotional emails, can have a big impact without breaking the bank. In-store, posters, brochures, and other educational materials can help create interest and help jumpstart the conversation.
Determine Lifestyle Needs
The more you glean about patients’ lifestyles — their occupation, daily routine, and hobbies are a great start — the better able you’ll be to recommend products that will best fit their specific needs. What's more, by taking the time to inquire about their daily activities, you will leave patients feeling heard and understood, which builds trust and loyalty.
Educate, Don’t Sell
When patients have a better understanding of how premium products work and how they will help them see better, they are more likely to adhere to your recommendations.
“I don’t like to sell. Instead, I focus on education,” says Chet Steinmetz, OD, owner of Visual Effects Eyewear in Chicago, who has achieved a 90% AR rate throughout his 27 years in practice by focusing on patient education. "When I educate my clients about a product and the benefits that they will reap from using it, they usually say, 'Sign me up!'"
Educational materials or in-office demonstrations can helpful to facilitate the discussion. For example, have a patient go outside and try on two pairs of glasses — one with polarized lenses and one without — so he can experience the difference firsthand.
Focus on Outcomes, Not Price
Communicating the value of the products you recommend can help offset the sticker shock that is often associated with premium products. Instead of discussing price, focus on how the product you recommend will provide the patient with an optimal visual experience. Once they understand the value of the product, price becomes less of an obstacle.
"Price is often the primary barrier," says Dr. Steinmetz. "Most people have to feel like whatever they are getting — especially if it is going to cost more — is worth the price. If it's justifiable to them, they will spend the money," says Dr. Steinmetz.
Providing the Best Care
Recommending premium products to patients not only ensures they receive the best care and visual experience, but it also helps to boost your bottom line — a win-win for everyone involved.