‘Tis the Season

The holiday season is often the busiest time of the year. Managing year-end inventory, patient schedules, finances, holiday parties, bonuses, and employee burnout are all items that accumulate on a business’s “to-do list.” It’s easy to get caught up in the holiday hustle and bustle, but taking a step back to think creatively, share ideas, and plan for the end of the year can be advantageous and make life feel a bit less stressful.

In this article, I share ideas and tips that some of my OD friends and I have learned and tried along the way that have worked for us. I hope they spark ideas and creativity in your own end-of-year planning this holiday season!

CLEAR OLD INVENTORY & BOOST SALES

November has historically been the slowest month of the year for my practice. Cancellation rates increase, schedules tend to be a bit lighter, and optical capture rates sometimes dip below our usual monthly average. This is also the month I start to think about year-end inventory and its effect on the business’s tax payable. To offset this, our practice does a 50% off November frame sale to help move inventory before the end of the year and make room for new styles in the new year. It entices more people to buy glasses and ultimately leads to an increase in optical sales.

Patients who are budget-conscious during the holiday season often feel better about purchasing glasses that are on sale. Also, many patients who are looking to use up the balance of their flexible spending accounts or health savings accounts end up purchasing multiple pairs during the sale, because who can pass up an end-of-the-year bargain? We run the sale the entire month and advertise it to our patients via email, office signage, and word of mouth.

CELEBRATE GOOD TIMES

What better way to celebrate the holiday season than with a festive office party? With multiple clinic locations, our annual holiday party is a great way to bring staff from all offices together to connect in person. My practice typically hosts a holiday party in early December at a higher-end restaurant. Employees are encouraged to bring a guest and enjoy the festivities, including an open bar and delicious food. My favorite part of the event is getting to meet everyone’s “plus ones.” It’s a great opportunity to thank these important individuals for supporting our employees throughout the year.

Keylee Brown, OD, owner of Key Optique in Gainesville, Georgia, takes her employees on a “day of fun” during the holiday season. She puts patient care on pause for one weekday, and she and her staff head out of the office for a day full of shopping, eating, and pampering. According to Dr. Brown, this is a great way to relax during the busy season and enjoy each other’s company outside of the office setting.

James Deom, OD, MPH, a partner at Hazleton, Stroudsburg, Pottsville & Nanticoke Eye Specialists in Pennsylvania, hosts an annual holiday party for employees at a different local resort each year. Lodging is provided for each employee and one guest. The event has an open bar and is often accompanied by a musical disc jockey. Clear expectations are set on behavior and alcohol consumption to ensure everyone has fun. Although it is a major expense to the practice, it’s a tradition that everyone looks forward to. Dr. Deom says this supports the business’s family approach to employment and allows for a staff member’s family to get to know their employee family.

Tonia Bradley, OD, owner of Eye Envy in Yulee and Fernandina Beach, Florida, invites her staff to an NFL football game for their annual holiday party. The office pays for alcohol and tailgating costs, and even gives each employee $50 to spend as they wish inside the stadium. Not only is the event fun, but it has also turned into a team-building activity.

Neena James, OD, owner of 20/20 Eye Care in Huntsville, Alabama, takes a slightly different approach. Her office has an annual tradition of picking a local charity to support during the holiday season. She, or one of the other doctors at her practice, hosts their holiday party, or sometimes they have it at a local restaurant.

Other ideas for holiday parties from our OD colleagues include going on a dinner cruise, renting out a bowling alley or arcade, axe throwing, hosting a tasting event at a microbrewery or winery, catering meals in the office, having an ugly holiday sweater competition, and going out to a casual spot for drinks and food.

BONUSES & GIFTS

In a perfect world, many of us would love to give every employee thousands of dollars as an end-of-year bonus, but in reality, this is not exactly financially feasible. It can be tricky to pick a dollar amount that is financially responsible while also making each team member feel valued and appreciated.

After asking several business owners about employee bonuses, I learned that the majority give gift cards (~$100 to employees and ~$200 to managers), with a production-based bonus for associate doctors. Some practices give a set amount to everyone, while others give a dollar value based on a person’s number of years working in the practice (ie, $30-50 for each year after 5 years of employment). A few practices report having their end-of-year employee bonus tied to the practice’s percentage of growth (eg, 3% growth equates to $100; 5% growth equates to $150; 7% growth equates to $200; and so on).

Ryan Beck, OD, an associate at Visual Eyes in Boca Raton and Delray Beach, Florida, provides employee bonuses of up to 2 week’s pay as a way to show employee appreciation at the end of the year. Stephanie Lechlitner, OD, an associate at Oak Hill Eye Care in Austin, Texas, saves up the gift sales and vendors to give to employees at the end of the year. Many offices also report receiving various swag items embossed with their office logo and an employee gift at the end of the year.

SPREAD THE JOY

Ideas for celebrating the holiday season with employees are endless! Regardless of your budget, there is a thoughtful way to make your employees feel valued and appreciated.

As you approach this busy holiday season, I hope these ideas inspire you and offer reassurance that we are all in the stressful hustle and bustle together. Here’s to sharing ideas and to considering new approaches to your holiday parties, employee bonuses, and year-end inventory during this busy season!