So what should I focus on?
If you want more inspiration for ways to upskill your employees for a modern dispensary, here’s some topics that you could consider incorporating into in-practice staff training:
Terms and Tech
New developments in technology can lead to new terms and phrases. When you come back from a trade show with brochures and links to follow up, make a note of new sales speak and terminology. Taking time to talk through developments like Essilor Bespoke with staff is a great place to start; otherwise you risk any further training going over their heads. At the same time, you can also help them consider what the general public understand of their product, teaching them how to communicate new technological developments in eye care and eyewear to the non-expert.
Personalised measuring devices are also well worth examining in a staff training session. It can be easy for an under confident dispenser to go back to using a PD ruler and marker pen if they are unsure about a new dispensing device. While no-one disputes excellent dispensing can be done ‘old school’, this can lead to your practice investing in equipment that is under used. What’s more, we’re seeing now that patients like the theatre of the new-style measuring devices. It’s a chance for them to understand how a lens is personalised to their exact requirements. Indeed, a survey carried out for Essilor Bespoke shows that 67% of patients believe that there is a strong impact on lens performance when measured with an iPad or personalised measuring device.
This leads on to a further development, and one that is well worth talking through with staff. The eyecare industry is one of the first to utilise virtual reality (VR). VR takes your patients to a new world where they can virtually experience new products and therefore transforming the dispensing experience. It allows the person to test their lenses before buying, the first time people can ‘try before you buy’, a massive hook for optics and something that can increase your practice footfall. If some of the team are making the most of these devices already, you can ask them to share their experiences. If the whole team needs a refresh it can be worth inviting your rep back in for an interactive demo session.
Personalisation is key to patient retention nowadays: if you ensure that patients are getting an individualised experience, with staff who take time to get to know them and explore their needs, they’re far less likely to go elsewhere. The bonus here is that research carried out for Essilor Bespoke shows that patients who are measured digitally are 30% more likely to purchase. Add in personalised lenses made just for them, and the bespoke consultation at every stage of a patient's journey becomes key to twenty first century practice. Talk to the whole team about how they can personalise everything they do, from the moment they consider booking an appointment, the personalised consultations, a personalised product right through to the reminder letter they send out.
Once you have your staff team on board, the sky’s the limit when it comes to how technology can advance your practice. Think about smartphone-based solutions, new cloud-based dispensing technology and marketing/sales approaches. Your staff will see the benefits too, as they become more productive and flexible. Digital technology can help to speed up processes and diminish costs, with many practitioners reviewing their glazing with the benefits of personalised measuring data that’s transmitted almost instantly to remote labs. Exciting, right?
Overall, technology is widening consumer choice through increased personalisation. Digital measuring, well trained staff, and personalisation make up the key pillars that build the Essilor Bespoke package. Savvy consumers are raising their expectations, and every member of your practice team needs to upskill. Are you and your staff ready? If you need a refresher, free to look through Essilor’s Bespoke service and see where modern ECPs are headed.