Creating Creating the Dynamicthe Dynamic

DispensaryDispensary

Shane R. Kannarr, Shane R. Kannarr, O.D.O.D.

KEY POINTSKEY POINTS

To properly help patients, a variety To properly help patients, a variety of information must be gathered.of information must be gathered.

This information must be gained in This information must be gained in a quick and timely manner.a quick and timely manner.

The patient must feel this The patient must feel this information is not intrusive.information is not intrusive.

The patient may feel that The patient may feel that information crucial to you is not information crucial to you is not pertinent and therefore may not be pertinent and therefore may not be forthcoming.forthcoming.

Interoffice communication is the Interoffice communication is the only way this can be done.only way this can be done.

Learn to read verbal and non-Learn to read verbal and non-verbal communication.verbal communication.

The options today can be The options today can be overwhelming. The patient pays overwhelming. The patient pays you to look through all of the you to look through all of the options and select those which options and select those which might pertain to them.might pertain to them.

SALES is not a bad word if done SALES is not a bad word if done properly. (Solutions)properly. (Solutions)

________ % of income is derived ________ % of income is derived from materials for the average from materials for the average practitioner.practitioner.

Earn credibility.Earn credibility.

INFORMATION INFORMATION

COMES FROMCOMES FROM

SEVERAL AREASSEVERAL AREAS

People That Impact People That Impact

Front Desk

Pretester

Doc

Dispensing

Check Out

Dispenser

QuestionnaireQuestionnaire

Incorporate as Much as You Can Incorporate as Much as You Can into the Medical History.into the Medical History.

Information Must be Concrete Information Must be Concrete and Factual.and Factual.

AgeAge

GenderGender

OccupationOccupation

HobbiesHobbies

Last Eye ExamLast Eye Exam

Reason for ExamReason for Exam

Sample of the sheetSample of the sheet

Optical Hx Optical Hx Medical Medical HxHx

Personal NotesPersonal Notes Family Family notesnotes

ExamExam

Incorporates the Doctor’s Findings Incorporates the Doctor’s Findings and Wants.and Wants.

RX.RX.

Former Successes and Failures.Former Successes and Failures.

Products Discussed During the Products Discussed During the Exam (This will carry a lot of Exam (This will carry a lot of weight.)weight.)

Medical Needs.Medical Needs.

ObservationsObservations

Personality.Personality.

Attitude.Attitude.

Motivation.Motivation.

Fashion Sense.Fashion Sense.

What the Heck are They What the Heck are They Wanting?Wanting?

Must Work Off the Patient’s Must Work Off the Patient’s Response.Response.

How will How will Everyone Everyone

in the Office in the Office Communicate?Communicate?

Office TrafficOffice Traffic

A Note Page.A Note Page.

Color Code.Color Code.

Take a Moment and Discuss the Take a Moment and Discuss the Patient. (They will be thrilled.)Patient. (They will be thrilled.)

Keep a Log (refer to the sheet)Keep a Log (refer to the sheet)

Keys to be Effective in the Keys to be Effective in the DispensaryDispensary

Gain CredibilityGain CredibilityNot everyone benefits from every Not everyone benefits from every

itemitemThe staff must be well trainedThe staff must be well trainedDoctor and Staff must work togetherDoctor and Staff must work togetherMust be able to articulate value of Must be able to articulate value of

productproduct

Do your patient’s Feel like Do your patient’s Feel like this?this?

Package PricingPackage Pricing

Simplification is the ultimate Simplification is the ultimate sophisticationsophistication

3 or less options3 or less optionsPromote with written wordPromote with written wordShow the price difference against Show the price difference against

competitioncompetitionLens Mats and Package Pricing are Lens Mats and Package Pricing are a benefit to everyone concerneda benefit to everyone concerned

Sell the benefits not Sell the benefits not featuresfeatures

Dr. Ziegler Dr. Ziegler

OR THIS??OR THIS??

DispensingDispensing

Reinforce the saleReinforce the saleWhat type of presentation is usedWhat type of presentation is usedProvide the written informationProvide the written informationOpportunity for second pair saleOpportunity for second pair sale

After the saleAfter the sale

Call the patientCall the patientRemind them of the advantages of Remind them of the advantages of

their selectiontheir selectionRemind them of discountRemind them of discount

OR THISOR THIS

Premium Premium Products and Products and

Who they Who they Might Benefit Might Benefit

or Notor Not

Anti-Reflective Coating Anti-Reflective Coating QuestionsQuestions

Do you have trouble driving at night?Do you have trouble driving at night?Are you on the computer “a lot”?Are you on the computer “a lot”?Have you been told you have Have you been told you have

cataracts?cataracts?Are you involved in “people Are you involved in “people

profession”profession”

Anti-Reflective Anti-Reflective CoatingCoating

Sales.Sales.Computer Users.Computer Users.People who Drive a lot.People who Drive a lot.Cataracts not Ready to Extract.Cataracts not Ready to Extract.High Prescriptions.High Prescriptions.

Avoid:Avoid: “Abrasive Professions”“Abrasive Professions” Back up glassesBack up glasses

Progressive Lens QuestionsProgressive Lens Questions

Do you need a bifocal?Do you need a bifocal?Do you work on a computer?Do you work on a computer?Do you have intermediate needs?Do you have intermediate needs?Do you not want the world know you Do you not want the world know you

are wearing a bifocal?are wearing a bifocal?

Progressive LensProgressive Lens

Any First-time Bifocal.Any First-time Bifocal.People with Intermediate People with Intermediate

Difficulties.Difficulties.Accommodative Esotropes.Accommodative Esotropes.Everyone Could Use a Wide Everyone Could Use a Wide

Corridor Lens.Corridor Lens.Educate Educate Educate Educate Educate Educate (save (save

yourself time.)yourself time.)10 Days of Adaptation (learning)10 Days of Adaptation (learning)

Avoid:Avoid:

Those Unwilling to Change.Those Unwilling to Change.

Motion SickMotion Sick

HUGE FramesHUGE Frames

Tiny FramesTiny Frames

““Brother’s Cousin’s Friend Brother’s Cousin’s Friend hatedhated

them and I Will Too.”them and I Will Too.”

Photochromatic Lens Photochromatic Lens Questions?Questions?

Are you in and out a lot during the Are you in and out a lot during the day?day?

Do you have trouble keeping track of Do you have trouble keeping track of two pair of glasses?two pair of glasses?

Is convenience the key to your life?Is convenience the key to your life?

New Photochromatic DrivingNew Photochromatic Driving

Photochromatic Photochromatic LensesLenses

People who are In and Outdoors.People who are In and Outdoors.Outdoor Activities.Outdoor Activities.Willing to be Adaptive.Willing to be Adaptive.

Avoid: Avoid: Drivers (unless they Drivers (unless they understand the situation)understand the situation)

Contact Lens QuestionsContact Lens Questions

What are your hobbies/occupations?What are your hobbies/occupations?Do you have trouble keeping your Do you have trouble keeping your

glasses adjusted in repair?glasses adjusted in repair?Have you tried or ever thought of Have you tried or ever thought of

trying contacts?trying contacts?Keep professional fees adequate Keep professional fees adequate Keep lenses cost effectiveKeep lenses cost effective

ContactsContactsActive People.Active People.Former Wearers.Former Wearers.High Prescription High Prescription (Especially High +).(Especially High +).Rapidly Progressive Myopes.Rapidly Progressive Myopes.People Told they Couldn’t in the People Told they Couldn’t in the

Past.Past.

Avoid:Avoid: Severe Dry EyeSevere Dry Eye Real Small EyesReal Small Eyes

22ndnd Pair Questions Pair Questions

What do you do for a living?What do you do for a living?What are your hobbies?What are your hobbies?Are you outside a lot?Are you outside a lot?Are you on the computer a lot?Are you on the computer a lot? -0.25 over D-0.25 over D

Second PairsSecond PairsSunglassesSunglasses OccupationalOccupational

Prescription or Prescription or Plano.Plano.

Most People that Most People that have a Good Pair have a Good Pair are Never are Never Without.Without.

Always Think Always Think Polarized.Polarized.

Room Distance.Room Distance.Double Seg.Double Seg.Safety.Safety.Computer Computer

Distance Distance Glasses.Glasses.

Readers over Readers over Contacts.Contacts.

Think Premium Think Premium Scratch Coating.Scratch Coating.

Hi Index QuestionsHi Index Questions

Come on… No one asks for Hi Index, Come on… No one asks for Hi Index, you just need to know who you just need to know who benefits!!!!!benefits!!!!!

Hi-IndexHi-Index

Primary PairPrimary Pair

>3.00 Diopters of Correction.>3.00 Diopters of Correction.

When it comes together it When it comes together it feels like Winning the lotteryfeels like Winning the lottery

Things Things To To

RememberRemember

Progressives have improved Progressives have improved drastically in the last 10 years.drastically in the last 10 years.

Contacts are nothing compared Contacts are nothing compared to 1970.to 1970.

Contacts do not cost 1 month’s Contacts do not cost 1 month’s pay (Dang It!).pay (Dang It!).

LASIK is great, but not for every LASIK is great, but not for every visual problem.visual problem.

Anti-Reflective coating doesn’t Anti-Reflective coating doesn’t peel off after one month.peel off after one month.

Case StudiesCase Studies

#1#1

Sex: FemaleSex: FemaleOccupation: Oral SurgeonOccupation: Oral SurgeonAge: 35Age: 35Ultimate in Fashionable!Ultimate in Fashionable!Hobbies: Golf, Boating, Working Hobbies: Golf, Boating, Working

Out, and Travel.Out, and Travel.

#2#2

Sex: MaleSex: MaleOccupation: EngineerOccupation: EngineerAge: 45Age: 45Hasn’t Changed Frames in 10 Hasn’t Changed Frames in 10

Years!Years!Hobbies: Driving his Porsche, Hobbies: Driving his Porsche,

Model RailroadsModel RailroadsRecently Divorced.Recently Divorced.

#3#3

Sex: FemaleSex: FemaleOccupation: Stay at Home Occupation: Stay at Home

MotherMotherAge: 31Age: 31Hasn’t Worn Contacts because of Hasn’t Worn Contacts because of

AstigmatismAstigmatism..

#4#4

Sex: MaleSex: MaleOccupation: FarmerOccupation: FarmerAge: 60Age: 60Always Worn PhotograyAlways Worn Photogray

#5#5

Sex: FemaleSex: FemaleOccupation: TeacherOccupation: TeacherAge: 43Age: 43Always Worn Contacts, Trouble Always Worn Contacts, Trouble

with Reading Now.with Reading Now.Hobbies: Tennis Player.Hobbies: Tennis Player.

#6#6

Sex: MaleSex: MaleOccupation: Factory WorkerOccupation: Factory WorkerAge: 21Age: 21Plays in a Band at Night!Plays in a Band at Night!Hobbies: Computer AddictHobbies: Computer Addict

#7#7

Sex: FemaleSex: FemaleOccupation: Pharmaceutical Occupation: Pharmaceutical

Rep.Rep.Age: 32Age: 32-10.00 OU, Vain-10.00 OU, VainHobbies: Loves to FishHobbies: Loves to Fish

#8#8

Sex: MaleSex: MaleOccupation: ElectricianOccupation: ElectricianAge: 50Age: 50Lots of AstigmatismLots of AstigmatismHobbies: Loves to Hang Out with Hobbies: Loves to Hang Out with

the Familythe Family

#9#9

Sex: FemaleSex: FemaleOccupation: AccountantOccupation: AccountantAge: 50Age: 50Works at Desk All DayWorks at Desk All Day

#10#10

Sex: MaleSex: MaleOccupation: Priest by Day, Occupation: Priest by Day,

Harley Rider by Night.Harley Rider by Night.Age: 50Age: 50Frugal…Wants One Pair to Do it Frugal…Wants One Pair to Do it

All!All!