Practice Management Series – Part 1 by Belinda Musitano

In today’s competitive market you need to ensure you stay focussed on the success and growth of your practice.

With so many different messages and advertising shouting out to our patients how do you remain successful, attract new patients, and retain your existing ones?
Where do you even start? Here are some of the questions to consider asking yourself:
Do you have goals set? How often do you review these?
• Do you have a marketing plan? And what does it entail?
• Do you have a strategic plan? Or know where you sit in the market?
• Do you measure customer satisfaction? How?
• Do you have time to work ON your business?
Finding time in your schedule to work ON your business (not in it) is essential. It gives you time to understand your strategic goals and work on the steps you are making to achieve these goals. This is the first instalment of a series of practice management articles to help you identify areas you can improve within your own practice. They are designed to give you food for thought to what you are currently doing in your practice, as well as
identify areas in which you could change or improve.

Goal Setting and Strategic Position
It is important to be clear in your business goals and write them down. My overall strategic goal is:
“To be an EYE HEALTH LEADER with the best technology who is invested in the local community”
Each year goals are set in the main areas for focus to achieve this overall strategic goal. Each section is set out to have a measurable target attached. It is broken down into sections: team, profts, community and environment.
Take the time to write down your goals in a document. Once they are set, ensure you take
steps to reach them. You may fnd it easier to break down your goals in smaller quarterly and monthly targets. You can then review them regularly and adjust what you are doing to achieve your annual goals.
Consider - Where are you positioned in the market? What is your point of difference?
“As an independent practice you cater for customers seeking quality care. You need to understand your customers’ needs fully and deliver vision products that meet or exceed their expectations”
Just a few of the areas that make you different from the corporate
chains include:
• Dry eye clinic
• Myopia management program
• Ortho K and RGP contact lenses
• State of the art technology
• Quality, unique, personalised products
• Qualifed, trained, professional staff
Eyes for Australind started a program - “Vision for Learning”. It incorporates a school screening program in its local area that also provides no cost glasses to children in need. It has been a great way to reach more families in the community, as well as early detection of vision problems in the students.

Everyone goes into business with a purpose and a reason – otherwise you would continue to work for someone else! So be clear when writing down goals about what is YOUR why. Ensure your team understand and know this – it is important to have their buy in on this,
so they work for the same goal.
It is extremely useful to use a CANVAS tool planning template. The Business Model Canvas has become a global standard for business design and planning. Have a canvas plan drawn up on a whiteboard in your staff workshop area.
Work through this annually – all the team should be involved in your canvas plan meeting. It remains visible so the team remember why, what and how you do your daily business.
Below is a great example and gives you some guidance on the areas you should be looking at in your own business.

Click here to download it.
Hopefully this short start to the practice management series gives you some motivation to set your own goals and plan out your year ahead.
In the next instalment of the series, topics covered will be Marketing and Engaging your Team. You can also read this article in the Eyetalk Reference Guide.

Belinda Musitano is a qualifed Optical Dispenser with 25 years’ experience in the optical industry. Her broad range of knowledge, both in retail and sales management has led to a successful
career in optics. She has also completed the Diploma of HR Management, and a
CERT IV in training, Sales Development. She has been awarded Business Person of the
Year for the last 2 years in South West WA Business Awards. Belinda owns and operates 2 Optical practices, with a team of 10 staff. She is presenting her 7 tips for successful practice management. If you wish to get in touch with Belinda do so on Linkedin