Tag: New in Practice

Becoming an Independent Practice Owner – My Story

NextGenOD

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Growing an Independent optometry pPractice Toronto

Jaclyn Chang graduated from UW School of Optometry in 2018. In 2019, less than two years after graduating, she took the plunge and purchased an existing independent practice in an urban setting with plans to grow. She shares her story below.

 

By Jaclyn Chang, OD

I bought the practice in the middle of November, 2019. It was not a decision I made lightly.

The owner of one of the clinics that I was working at as an associate, in mid-town Toronto, was ready to retire and offered me the opportunity to buy the practice from him.

He had been working as an optometrist for over 38 years and had been in the office’s current location for the last 18 of them.

The equipment was original to the practice’s current location and was in need of an update; this meant that I would essentially be taking over an existing patient base, paying one lump sum for the patient records.

The office sold contact lenses but there was no dispensary or any auxiliary testing available.

Considerations
With a deadline, I had to consider my options and get back to the owner with my decision.

Because I had been working in the practice a few days per week over the previous year, I knew the patient demographic, staff, schedule, and location very well – a huge advantage as I was making my decision.

I liked the idea of building on a smaller existing practice as opposed to starting from scratch or paying a higher price for a larger practice.

There would be patients walking through the door on day one but I would still be able to put my stamp on the practice and really make it my own.

Ideally, I wanted to provide patients with more technology, including a retinal camera, OCT, and visual field. With this equipment, I would be able to continue to grow my skills as a practitioner in treating and managing disease.

Difficulties
Eventually, I would also want to give patients the convenience of having access to a dispensary in my own clinic – something which would not be possible at the current location.

As a newer practitioner, I was also limited financially and by the amount of business knowledge and experience I had.

I would have to figure out what equipment to purchase, how to finance it, and decide on the new fee structure for patients.

I would have to go through the process of creating a dispensary and hiring and training staff.

By adding new revenue streams that previously did not exist for this practice, there was no reference as to how the patient base would respond.

I worried about how long it would take to get to the stage I wanted and whether or not I would be able to afford it.

An Opportunity
Then, another opportunity came up for me to move the practice into a nearby clinic with the technology and dispensary that I was looking for.

As with any practice purchase, patients would experience a doctor change, but if we moved, we would also be putting patients through a physical location change and switching to a very different way of practicing suddenly.

However, it would also mean that I would be able to practice the way that I wanted to, with the equipment I wanted, immediately.

My Decision
I knew there was extensive work to be done on the practice and a steep learning curve to becoming a practice owner, but this was an opportunity that I could not turn down.

By December 2nd, 2019, I had moved the practice into the new office and had officially seen my first patients as a new independent practice owner.

This process did not happen the way I would have ever imagined, but now that one year has passed, I look back on it proud of the progress we have made and am excited to continue sharing my story with you!

JACLYN CHANG, OD

Editor NewOptometrist.ca

Dr. Jaclyn Chang graduated from the University of Waterloo (UW) with an Honours Bachelor of Science in Biomedical Sciences before continuing at Waterloo to complete her Doctor of Optometry degree. She is currently a practicing optometrist in Toronto.

Dr. Chang is committed to sharing information and bringing new resources to her colleagues. As a student, she sat on the Board of Trustees for the American Optometric Student Association, organizing events to connect students with industry. She was the Co-Founder/Co-President of the award-winning UW Advancement of Independent Optometry Club, the first club at UW dedicated to private practice optometry. Dr. Chang is also a passionate writer, who aims to make information accessible and easily digestible to her colleagues. She has published in Optometry & Vision Science and Foresight magazine and contributed to Optik magazine. She is excited to bring valuable resources to Canada’s next generation of optometrists with NewOptometrist.ca.

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Observations from a New Practice Owner: 4 Keys to Success

Buying-Selling A Practice, NextGenOD, Perspectives, Practice

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As a new business owner who purchased her first practice, I have discovered the need for a multifaceted strategy. In order to be successful in the eyecare community, you must be able to compete with online retailers, other small businesses and large corporations. You must differentiate yourself from others by delivering patient satisfaction, competitive pricing, technology and practicing the medical model.

Here are four key strategies that are critical for a new practice to succeed:

Nurture good doctor-patient relationships and communication. Patients need to be able to relate to their doctor, whether it’s via small talk in the office about the local football game or through conversation about your family. Patients want to make that connection. Otherwise the patient can go anywhere and get his or her glasses changed a quarter diopter and not return the following year. If a patient feels comfortable with you they are more likely to return and refer friends and family. It gives you a competitive edge to develop a personal relationship with patients that many large corporations are not able to achieve.

Offer competitive pricing of products. Patients want to know they are getting the best products at the best price. There is a lot of competition in the eyecare marketplace. Business owners need to provide affordable pricing of products to keep patients in the office. Consider sales during the year to target the type of patient you want. For example in the late summer or early fall consider offering a back-to-school eyewear discount.

Deliver medical eyecare—and take time to educate patients about it. Patient retention is important for a successful practice. Take an extra minute with patients to fully explain why they are experiencing their symptoms and how you will help alleviate those symptoms and treat the underlying problem. Many of my patients have been to other eyecare practitioners who have not taken the time to do so. When you show you care, patients develop loyalty.

For example, if you have a glaucoma patient in your chair, describe to the patient what glaucoma is and how you are at greater risk of developing the disease if others in your family have been diagnosed with it. Simple illustrations in your office on medical eyecare conditions can provide effective patient education. These educational conversations are essential for patient retention.

Practicing medical eyecare is the key to a successful optometric practice. Patients return upon recommendation and refer others. Medical eyecare is also a revenue booster due to the need for follow-up visits and ancillary testing. Offering these services differentiates you from other eyecare practitioners who just sell eyewear.

The referrals you generate from primary care practitioners also is a win for the independent OD. For every diabetic patient I see in my office, I write a letter describing the eye exam findings, even if there is no diabetic retinopathy. Doing this is the right thing to do, but it also is free advertising to other doctors on the quality care you provide so they will continue to refer patients.

Invest in Advanced Technology. Investing in technology is a no-brainier. It produces revenue and provides quality care to your patients. Patients will be amazed at the new technology and know they are getting state-of-the-art care. By having this technology you are also differentiating yourself from other offices that do not have such instrumentation. To be able to show a patient what a chorodial nevus looks like is a great educational tool that also allows you to monitor the progression of the condition. Patients will return for a follow-up exam because you have a personal record for them–and you can bill for these photos, too!

As a business owner and doctor, you must be able to correlate the business aspects of optometry with eye diagnoses to generate revenue and have a competitive edge in your community. Implementing these four strategies will help put your practice on a path to growth.

What important business lessons did you learn during your first year of practice ownership?

 

MARIA SAMPALIS

is the founder of Corporate Optometry, a peer-to-peer web resource for ODs interested to learn more about opportunities in corporate optometry. Canadian ODs and optometry students can visit www.corporateoptometry.com to learn more.

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Opening a New Practice – Starting from Scratch

Buying-Selling A Practice, Finance|Wealth, NextGenOD, Perspectives, Practice, Real Estate, Resources, Tax & Legal Matters

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One of our favourite things to do as Practice Consultants is to work with optometrists who are opening their own practices cold. This is an exciting, and stressful, time. There are many things to consider and decide on.

The very first thing to decide on is Strategy.

Will you be offering strictly primary care?  Are you going to offer other services, like specialty contact lens fitting or vision therapy as well? Once you have the answers to those questions, you can start to think about what your dispensary should look like.

If you are catering to Low Vision patients, you will want to ensure that you have a good selection of value priced frames. If you are offering Vision Therapy services, you will need a fairly substantial children’s section with great multi-pair savings options.

With a solid understanding of what you will be offering in terms of services, you can begin the process of looking for a location. If you are planning on concentrating on primary care, consider a more remote location with less competition. While it may seem tempting to gravitate to larger centres with denser populations, you will have the greatest competition in these locations as well. If you do it right, a smaller community will offer you patronage and loyalty.

If you are offering other services aside from primary care, you are decreasing the amount of competition you will have. In this case, it can make sense to locate in a more populated area where competition is higher as you will be marketing and pulling from a larger geographical area for patients seeking your other services.

A competitive scan of the area where you want to practice will provide invaluable insight. Who else is offering primary care within a 5, 10, 25 km radius? What other services are being offered in those practices? If you are offering only primary care, the denser the population in the immediate area of your proposed location, the better. If you will be offering additional services, which are not found in the local area, you can extend the radius from which you will be attracting patients.

After you have chosen your location, determined which services you will be offering, and done a competitive analysis on the competition, you need to decide on the strategy for your dispensary. As competition in the optical industry continues to grow from online purchases and big box stores, it is critical to create an intentional plan for the dispensary. If branded product is being offered in all of the primary care locations surrounding you, consider an unbranded approach. A la carte pricing is common in many optometric practices so moving to a flattened price structure can be a fresh approach.

Do you want to be all things to all people? Do you want to be the person for one thing? Do you want to be the low cost provider or the transparent practice?

Taking the time to understand what you want to be known for and developing a solid strategy at the beginning of your journey into practice ownership will make other decisions easier to make and guide you down the path to successful business ownership.

 

CHRISTINA FERRARI

is the co-founder and managing partner of Simple Innovative Management Ideas (SIMI) Inc. and expert Practice Management contributor for Optik magazine. She can be reached at info@simiinc.com

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