Next-Level Business Technologies

We live in a world in which technology affects every aspect of our lives. All of us use technology, whether in the form of an alarm clock, as a task manager, or for communication, transportation, support, or entertainment. In fact, it is challenging to find an area of life that is technology-free in the modern world.

In optometry, we have seen first-hand how technological advancement has positively affected our profession. Diagnostic and treatment technologies enable us to detect ocular pathology sooner than our predecessors could and offer more effective treatments to patients.

Through industry publications, continuing education, and industry demos, many of us are aware of the newest tech options available in eye care. But are we as familiar with the technology of the business sector? It behooves optometrists to embrace this area in order to become more efficient entrepreneurs, better leaders, and better communicators. Maximizing the use of business technology in my practice has made my daily life easier and has contributed to significant financial growth.

In this article I share a business owner’s perspective on a few must-have business technologies to implement in an optometric practice.

PRODUCTIVITY ENHANCERS

To put it simply, productivity is about achieving the best output. As productivity increases, a business can turn resources into profits and create a sustainable competitive advantage. It is no secret that using technology to streamline your day can dramatically improve daily productivity. Managing workflow and maximizing communication are key elements in maximizing productivity in the workplace.

I co-lead a team of 50 employees, four office managers, an information technology specialist, and a director of operations. Needless to say, there are many moving parts, projects, and people with whom to communicate. With the use of a work management platform (we use Monday.com), our team manages daily tasks, plans projects, brainstorms, communicates, and shares files, while virtually keeping tabs on who is working on what, what has been completed, and which tasks are outstanding.

This platform integrates well with our other software (Outlook, Google, Slack). It has dramatically cut down on emails and meetings and has enhanced the workflow in the office. Although every business is different, essentially everyone can benefit from some form of productivity technology platform to maximize workflow and communication.

E-COMMERCE TECHNOLOGY

E-commerce has become a colossal part of the economy. It provides a range of opportunities for businesses to generate sales, expand their consumer bases, and connect with customers outside of their brick-and-mortar stores. The pandemic contributed to the exponential growth of e-commerce and sped up consumer acceptance of this business modality. Embracing e-commerce is an easy way for an optometrist to sell more of what you are likely already selling.

Although e-commerce will look different for each optometric practice, implementation can be simple and require little financial investment. If you sell dry eye masks, eyelid cleansers, nutritional supplements, eye-friendly cosmetics, or eyewear accessories, you can consider offering those products in an online store such as Shopify, so that your patients can shop after hours, support their local business, and continue to get the exact products you recommended to them in the exam room.

A DIGITAL PRESENCE

These days it seems obvious that every business should have a website and a social media presence, yet many practices still do not have these digital basics. After creating a website, a Google Business page, and social media accounts on Facebook, Instagram, TikTok, Twitter, etc., consider taking your digital presence to the next level with social media advertising and influencer marketing.

Social media advertising is as simple as posting about the products and services your practice provides. For a small amount of money, you can then boost those posts to reach more consumers or a specific demographic. Short videos in the form of reels are a current trend on many social platforms. To tap into influencer marketing, consider finding local ambassadors who can promote your business, products, and services in your community or online. Humans connect with humans, and influencer marketing is an effective way to diversify your advertisement portfolio.

HUMAN RESOURCES

Managing staff can be the most frustrating part of being a business owner. But doing it well is vital for business success. As your team grows, consider embracing a human resource technology software platform to streamline your onboarding process; track employee salary, compensation, and workplace anniversaries; and manage performance reviews.

The human resources technology software I use is bob (Hibob). This software provides the tools and data needed to make informed compensation and management decisions in a fraction of the time. Bob also allows employees to share hobbies and superpowers, and to interact with teammates. That connectivity can positively affect company culture and lead to greater employee retention.

PATIENT COMMUNICATION

A patient communication technology can boost operational efficiency in your practice by streamlining patient appointment confirmations and reminders, notifying patients when their glasses or contact lenses are available for pickup, and providing a portal for online scheduling. This type of technology can also enable you to track caller data and to record phone conversations for training purposes. It has the potential to save on manpower and dramatically improve communication with your patients. My practice has used both Solutionreach and Weave (Weave Communications). The real-time texting capability and in-office instant messaging these services offer were game-changers for our workplace efficiency.

RIDE THE WAVES AND RISE WITH THE TIDE

The one constant about technology is that it is forever changing. The must-haves of today will likely be the has-beens of tomorrow. I predict that artificial intelligence, blockchain, and robotic automation will likely have big implications in the business categories of technology in the future. These advances will affect our patient relationships, business communication strategies, sales, finances, and the management and recruitment of employees. As these technologies continue to change, optometrists should remain open to this evolution in order to stay relevant, efficient, and successful in the business world.

Sometimes the technology we implement does not work. The beauty of entrepreneurship is having the ability to pivot and try something new or different if and when that happens. Be open to sharing your business technology must-haves with your colleagues. We can all learn from one another, and in so doing we can promote the profession of optometry to a higher level. Remember, a rising tide raises all ships!