As important as Capture Rate is to your business, the term “capture” carries a connotation that sometimes is counterproductive to long-term success. It can place an undue emphasis on sales tactics that may make your team – or worse, your patients – feel uncomfortable. You still need to make your numbers work, though. So how do you counteract that money-focused feeling, but still improve your capture rate?
Instill a culture in your practice that all patients benefit from optical service. Every patient undergoing a comprehensive exam should visit the optical after their exam, regardless of whether or not they intend to purchase anything. When a patient is reluctant or unsure of a purchase, the emphasis should be on helping that patient in some way:
- Inspect, clean, repair, adjust eyewear
- Review optical benefits the patient is entitled to
- Answer any questions related to eyewear
- Just have a nice conversation
When patients consistently receive benefit from their time with the optician, regardless of purchase, loyalty and increased sales will follow. Many times, even a reluctant patient will make a purchase when service is excellent. Even if they don’t, you’ve just given them another reason to come back next year – or sooner!
Pro Tip: Make sure all of your appointment confirmations include a reminder that patients bring all eyewear they use to their comprehensive exam.