Chapter 40 - Practice Management

Abstract

There are numerous elements and processes relevant to practice management of a general eye care and hence contact lens practice, with the gateway being the professional service. Whilst individual eye care practitioner (ECP) may have small or wide-ranging capacity to influence processes within the practice environment, the principles of comprehensive, patient-centric collaborative contact lens care are universal and underpin successful contact lens practice. This chapter details these elements with a focus on the patient experience and journey from initial contact through to the first presentation; interactions between practice staff, ECP and patient; the logistics of contact lens instruction, dispensing and ongoing reorder; the function and frequency of contact lens aftercare; and finally combating drop-out. As part of the practice team, the individual ECP has a role in training practice staff, clearly communicating contact lens pricing and considering how they operate within the intended marketing position of the practice. Since health care marketing comprises aspects of communication to achieve patient utilization, compliance and satisfaction with clinical treatment, ECPs must consider the marketing and positioning of their expertise, regardless of their practice setting, to ensure effective contact lens patient care and practice. Above all, the key to a successful contact lens practice is to develop and strengthen the relationship between the contact lens wearer and their ECP. This provides a multitude of benefits to best patient, practice and business outcomes, permitting contact lens practice to be clinically fulfilling, financially profitable and ultimately providing an invaluable eye care service to the public.