What the Right Staff Can Do for You — Optometrists Get Big Benefit from Hiring the Right Staff

In our surveys of optometrists at the South Carolina Optometric Association Convention in Myrtle Beach this December, issues with staff surfaced as front burner problems. And for good reason. Good staff is the make/break of your practice. Let me illustrate with a true story.

Tale of Two Barbaras

Barbara #1

When I called to set up an in-office analysis for a practice in Tampa Bay, Florida last summer, Barbara #1 the receptionist was rude to me. Then she not-too-subtly informed the doctor as she delivered my message that he would be stupid to talk to me.

Unfortunately for Barbara #1, Doctor D. was already familiar with my reputation for turning around practices. And since his was in a slump, he didn’t take her advice.

Not surprisingly, when I arrived to do my analysis, she paid little heed to me or the patients waiting to see the doctor. As I sat in the waiting room, she neglected to answer the phone about 30% of the time. She was entirely “too busy” for actual patients. Patient pre-testing was a chore she did with the same compassion she’d have used in flipping burgers at McDonald’s - a job for which she was better suited.

Barbara #1 would disappear for minutes at a time, leaving the office unattended, full of waiting patients. When she did answer the phone, her favorite phrase was that the doctor couldn’t see the caller at that time, but she didn’t bother to suggest an alternative and seemed relieved if they hung up without setting an appointment. When patients walked up to the front desk, she would ignore them. After all she was busy, and SHE was IMPORTANT! They were interrupting her.

Maybe you’ve met Barbara #1 or one of her “sisters.” Hopefully they’ve never worked for you.
One of the first things I discussed with Doctor D. was his need for a new Barbara.

What We Did

We worked out how to best handle things and how to find, qualify and hire a more competent, helpful new staff member. One of the silver linings of our current economic downturn is that there are a lot of people looking for work. Perhaps more importantly, there are a lot of people who are still working but who would prefer to be working somewhere else instead.

I had the doctor start promoting and asking people he trusted for referrals to someone who would be well suited for the position. Then we did a battery of tests (aptitude, IQ and personality) on those we were considering.

I have found that experience is far less important than most doctors believe. Someone cheerful or enthusiastic who is a fast learner will outperform an experienced sour-puss every time.

And, presto-chango, in walked…

Barbara #2!

She was unhappily working for a grumpy local attorney. She had no optometric experience. But in our interviews and tests she was very bright, pleasant, motivated and willing. When she gave her notice, she was given 2 weeks’ pay and released, so we smoothly ended off on Barbara #1 and started her right away.

In stark contrast to Barbara #1, Barbara #2 cared about patients and the success of the practice. From the start, she consistently caught the phone by the 3rd ring. When patients called, she made dedicated efforts to get them appointed and serviced. She even smiled when patients arrived!

Since we were reviving the practice from a slump, we had marketing and recall duties that we made clear she needed to do, and she was gung ho rather than resentful, the response to requests to the previous staff that they help build the practice.

After a few days of Barbara #2’s outstanding work, Joe the optician pulled her aside and asked her why she was working so hard, pointing out that she was making the other staff look bad in comparison. He was encouraging her to “slow down and take it easy.”

Barbara #2 responded that she was working hard because that’s what the practice needed and that’s what it took to service the patients well. Joe told her that she might think that way now, but after she’d been there awhile, she’d come around to his way of thinking.

Barbara #2 just smiled and said, “Not a chance.” She brought their conversation to the attention of the doctor. Now They both keep an eagle eye on Joe’s performance, which has improved significantly.

As a result of her hard work, the practice came out of its first half slump to finish the 2nd half of 2009 up 30% over last year. It goes to show that the right staff member can make all the difference in your practice, however impossible it might look from behind the exam room door.

David Sanders
CEO & Senior Consultant
VISION PRACTICE MANAGEMENT