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Three Simple Steps to Increase Employee Engagement

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Getting employees to act with purpose, dedication, attention to detail and a high standard of service is the biggest challenge to running an optometry clinic. I hear it repeatedly consulting with optometry clinics across North America about their employee engagement and recalling strategies. I also experienced it as a clinic employee for over 17 years.

Data reinforces this challenge. According to employee engagement analysis by Gallup, the top quarter of businesses outperform those in the bottom quarter by 10 percent in customer loyalty, 20 percent in productivity and 21 percent in profitability, all due to engagement. Research by Ere Media also found that replacing an entry-level employee costs 30-50 percent of that employee’s salary. That jumps to 150 percent for mid-level employees. Overall, $11 billion is lost annually due to employee turnover across the U.S.

That’s a lot of numbers, and the impact can be hard to understand. So, I created a workshop to help optometry staff develop ideas and foster intrapreneurial initiative —entrepreneurship within a company — to positively influence their clinic, and to experience more career satisfaction as a result. Conducting this workshop at conferences and clinics, I’ve heard a lot from staff about what their employers could do better. Based on that feedback, here are three simple steps to increase employee engagement at your clinic:

Inspire your team with a clear vision.

It’s inspiration, not motivation, that ultimately rallies the troops. While it seems simple, identifying your vision and repeatedly communicating it to your team helps everyone have a sense of purpose when executing their respective roles.

Your vision or mission statement should be short, concise and answer why it is you do what you do. Referring to it regularly in meetings, placing it on your website, and ensuring your whole team feels part of your vision are all ways to help motivate your team through inspiration.

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Set compelling and concrete goals that benefit everyone.

Your goals may involve increasing the number of new patients you reach, growing your eyewear sales or reducing unbooked appointments. While your staff will determine whether or not the clinic achieves its goals, it’s you, the business owner, who stands to benefit financially from attaining them. Be sure to implement a system that acknowledges your employees’ dedication to accomplishing these goals.

Starting a conversation with your employees about how they would like to be part of the clinic’s success is a good way to engage staff — it promotes inclusion over the imposition of a system they may not be on board with. After setting a budget and any necessary parameters, put it to staff to choose how they would like to celebrate when the entire team meets its monthly or quarterly target. Using a social or team-building activity as a reward for achieving a goal provides an extra opportunity for engagement.

Show your people that you care. 

This is by far the most important of the three steps, and it does not have to be a big endeavour. In fact, Gallup data found that private recognition from the boss, increased responsibilities, and positive evaluations or reviews are among the most memorable forms of recognition.

If you don’t know where to start, try engaging in a few minutes of one-on-one conversation with an employee, giving them a thoughtful card where you acknowledge their unique contributions or even asking their opinion about something relevant to their role.

Employee engagement is critical to the success of your clinic, and making improvements doesn’t have to be complicated. Get the ball rolling by taking small steps to increase your communication with your staff.


Pauline Blachford consults with optometrists across North America on how to reduce un-booked appointments, increase eyewear sales, and improve employee engagement and productivity. She writes regularly for the Canadian Journal of Optometry and is a frequent speaker at industry conferences and events. For more information, visit paulineblachford.com.

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This article originally appeared in the January 2017 edition of INVISION.

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You Can’t Meet Everyone’s Needs, So Why Try?

Know your niche.

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Know your niche as a retailer and stay true to that niche. Don’t try to meet everyone’s needs – if you try you will compromise somewhere else. – Carter Johnston, OD, Physicians Optical Luxury Eyewear, Oklahoma City, OK

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Robert Bell

The Single Best Tool to Help Your Staff to Sell In and Outside the Office

Plus it has the added benefit of showing them you value them.

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JUST BETWEEN US, have you ever fantasized about wanting to give a playful smack to a patient or customer because they did something incredibly stupid? Or, they didn’t do something they were supposed to do in the no-brainer category?

No? Liar!

Well, here’s a no-brainer scenario in which I’d like to smack (playfully!) a hefty percentage of optometric business owners. Ok, honestly, I wouldn’t hurt or embarrass any of you. However, I’ll tell you this: this “no-brainer scenario” makes me pull my hair out of my head. And, folks? I’m bald!

What’s the no-brainer scenario? Business cards.

“But Robert, I have a business card.” I’m sure you do, doctor. Does everyone on your staff have one, too? Everyone? Uh huh. I’m losing more hair as we speak!

From your front desk personnel to your licensed opticians, everyone on your staff should have printed business cards with their name on it, their title (if they want one), the name of your practice, your location(s), your phone number and your website.

Everyone on your staff should be required to carry a few in their purses or wallets 24/7.

Why? So many reasons! Here’s one example from one of my favorite conversations with an optician:

Optician: I was in a Target once and standing behind this woman wearing the most G-d awful glasses. I was thinking, “Omg, who the hell did that to you?”

Me: Did you say anything to her?

O: Um, no.

M: Why not?

O: Whaddya mean, “why not?” What was I going to say?

M: Oh, any number of things. How about, “Hi there. I’m Darla. I was looking at your glasses. I’m an optician. Then … are you happy with them? … or how long ago did you get them? … or where did you get them? Anything to get her talking about her glasses.

O: Why?

M: So you could engage her, find out if you, as an optician, could be of help to her. If so, then you could’ve given her your business card and said, “Here, take my card. Next time you need glasses or an eye exam, come in and ask for me and I promise I’ll take very good care of you.” Then, before you give her the card, you say ‘I’m gonna write on the back of my card to give you $20 off on a pair of sunglasses, if you’re able to come in within the month.’

O: (spurts out a laugh) Yeah, right. Like my OD would pay for business cards for me. Get real. She’s too cheap.

Lord, I’m so bald.

Doctors, by purchasing business cards for your staff (such a minimal investment that can reap in beaucoup rewards), you do the following things:

  • You’re telling them they, as your employee, are important to you.
  • You’re telling them they are an integral part of your team.
  • You’re telling them you’re proud to have them on your team.
  • You make them think you appreciate them and show them so with something tangible.
  • This usually makes them proud of where they work and proud of working for you.

Either you’re proud of your practice and the people who work for you, or you’re not. If you’re not, please disregard what you’ve read here. If you are, well, you know what to do next.

The next step is have a business card sales training at your next staff meeting. Here are the key things you want to touch upon:

  • Everyone should have their business cards on them when they’re out in public.
  • Though not required, everyone on staff is empowered to talk to anyone wearing glasses and ask certain questions about those glasses.
  • Everyone on staff, no matter what their position is in the office, is empowered to tell anyone “Next time you need glasses or contacts, you should really check out this great eye doctor I work for. Ask for me, and I promise I’ll take very good care of you.”
  • Everyone on staff is empowered to write an “incentive” on the back of the card like: “$20 off a pair of sunglasses if you come in this month.”

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Danielle Richardson

Feel Like Your Wellness Routine Could Be Missing Something? It’s Probably Sleep

We spend nearly a third of our life sleeping, which makes getting quality sleep as essential as a healthy diet and regular exercise.

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WHEN YOU THINK OF your health and wellness, how often do you think of sleep? Chances are not often — but you should. Sleep is the newest frontier in wellness as public health consciousness continues to increase and we move to a more holistic idea of health. We spend nearly 1/3 of our life sleeping which makes getting quality sleep as essential as a healthy diet and regular exercise.

The National Sleep Foundation defines quality sleep as occurring when you’re asleep within 30 minutes of laying down, wake no more than once, and sleep for at least 85 percent of the night. Unfortunately, quality sleep is an uncommon occurrence as the CDC reports a third of American adults experience poor or inadequate sleep on a regular basis. An estimated 50 to 70 million Americans suffer from sleep-related problems or disorders, such as sleep apnea, insomnia, narcolepsy, or restless leg syndrome. As a country, we need to get some rest!

Sleep deprivation increases the risk for high blood pressure, heart disease, and triples the risk for type 2 diabetes according to Johns Hopkins sleep researcher Patrick Finan, PhD. Those not getting adequate sleep suffer from a weakened immune system, irregular metabolism, and obesity secondary to increased levels of the hunger hormone ghrelin. Not limited to just the physical body, sleep deprivation can also manifest as cognitive impairment and/or mental health changes including depression, irritability, anxiety, forgetfulness, and brain fog. Poor quality sleep is far less recuperative, which causes us to not feel rested when do we wake up.

Sleep depends on a number of factors, our body’s internal regulating system is chief among them. Our Circadian Rhythm functions as the body’s biological clock and regulates the experience of alertness vs. sleepiness. This rhythm is sensitive to fluctuations in hormone levels, particularly cortisol and melatonin. Cortisol peaks in the morning allowing us to be alert and focused throughout the day. The secretion of melatonin — which helps us sleep — is highest at night.

These days, our minds are moving a mile a minute and we’re constantly on light-producing digital devices even though increased high-energy blue light exposure from devices decreases melatonin production and causes insomnia or sleeplessness. The disrupting culprits aren’t limited to devices though; increased stress, irregular work schedules, frequent jet lag, and sleep disorders can also disrupt our cycles.

The CDC recommends 7-9 hours of quality sleep for adults and more for teens and children. Here are some easy ways you can get better sleep tonight:

Build Consistency. It’s important to wake and head to bed around the same time each day — even on the weekends.

Use Sleep Monitoring Technology. Smartphones and wearable tech devices can help monitor the duration and quality of your sleep through downloadable applications and Bluetooth technology.

Sleep Habits. Limit screen time and diminish light sources in the bedroom. Additionally, use the automatic setting on your phone to warm the screen at night.

Bonus — Zen Out! Use essential oils or pillow sprays in scents like lavender as aromatherapy to help you sleep. Also consider meditation, light music, or other soothing sounds as a relaxing way to send yourself to bed.

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