Multiple-pair dispensing is critical for superior patient care and practice profit and stability. Listed below are a checklist of key second pair strategies.
- Get reception When people call for appointments have the receptionist remind the patient that at the time of the appointment it is very important that they bring in their prescription sunglasses or computer eyewear. When the patient responds that they don’t have those things the receptionist says they will make a note to remind the doctor and dispenser to discuss those items on the visit. This raises the bar even before the patient jumps. On the day of the visit the patient is expecting to hear about multiple pairs. This is a great improvement over the approach commonly used when the first time a discussion of a second pair comes up is after the dispenser nails down the primary sale.
- One of the biggest reasons for the lack of second pair sales is the failure to offer a second pair purchase to every Playing the odds works. Offering second pairs only when the patient asks or only intermittently, results in where we are today—80 percent failure to place a second pair. Ask everyone and the sales percentage has to improve.
- The doctor must be Often the entire burden of second pair sales falls to the dispenser without the benefit of any positioning from the doctor. In a recent survey in the Williams Way newsletter it was reported that the number one reason for single pair purchases was the fact that the doctor only wrote one prescription. Doctors need to prescribe a visual solution, which includes a primary script and also secondary scripts for sun wear and/or computer eyewear.
- Talk solutions! Dispensers should begin by discussing a visual solution as opposed to a single pair of A skilled dispenser does a simultaneous presentation of primary and secondary eyewear referencing why and how each will be useful. “This frame is for your primary eyewear, but this frame will make a great sunglass.”
- Since pricing is always a great concern, address it right up Begin by telling the patient that the price of the two pairs that will provide their visual solution will cost the average patient around $850.00. Then dispel the panic from their face by telling them that fortunately they are not the average patient.
Since they have insurance (when they do) the front end of their primary pair will be covered largely by their insurance. The second half of their purchase—since they are ordering them together–qualifies them for your generous second pair discount. Taken together that means that they will receive an $850.00 value, for an out of pocket of only $400.00. You now have the rest of the visit to demonstrate, educate and motivate. Positioning and placement are everything.
— Article provided by Essilor of America