Managed Care Update

You’ve Had the Y2K Fever, 

Now Here’s the Cure

Y2K fever seems has dissipated somewhat in my practice. Our computers and instruments still work. Patients have stopped asking for a 20-year supply of disposable contact lenses. However, many of us still have one burning concern: Will we have enough patients and can we address their needs well into the new millennium? This is especially important because managed care will continue to be part of our practices.

Last month we looked at 10 ways to jump-start your practice for the new millennium. Here are 10 more.

1. Carefully evaluate managed-care plans. You don’t want to adopt the something-is- better-than-nothing philosophy and sign up for every plan that comes your way, even if it’s not good for your practice. Still, you don’t want to overlook reputable plans that want O.D.s on their panels. Find a safe middle ground.
2. Evaluate your instrumentation. Decide if it’s time to invest in new equipment. Ask yourself: Would the new instrument make you more efficient or allow you to offer new services? New equipment often pays for itself by increasing revenues and enhancing patients’ perceptions of your practice.
3. Survey your patients regularly. Follow up on both positive and negative responses. This will help you provide better care.
4. Join with other O.D.s. Merging with another practice, affiliating with a reputable, financially sound physician practice management corporation or forming a network offers several advantages. Among them: cooperative purchasing, shared employees and shared computer systems. These options aren’t right for everyone, but consider whether they might be right for you.
5. Market your practice internally. Remember, it costs more to attract new patients than to keep current ones. Use newsletters, signs, posters and brochures to tell patients about your practice, especially any specialty services you provide. Consider developing your own web site as well. Or, e-mail patients about any new products and services you offer or to schedule appointments. (First make sure this is OK with the patient.)
6. Review your forms. The reports you send other health professionals should be printed on your current letterhead and provide all the information necessary for the patient’s care. Make sure your internal forms, including your routing slip, exam and case history forms, are current, and that your employees can easily understand them.
7. Don’t forget the dispensary. Perhaps it’s time to update your displays and the frame styles you carry. Your frame representatives can help you manage their allotted space on your frame boards. Also address specific needs of patients, including sports eyewear, computer eyewear, and specialty tints, coatings and edge treatments. Educate patients, both in the exam room and the dispensary, about why they should keep their Rxes in your practice.
8. Ensure patient follow-through. Recommend any follow-up care or materials to the patient during the exam. Repeat those suggestions to the patient in front of an employee. Do the same for recall, but this time in front of your front-desk staff. Educate patients about why they should return.
9. Educate the medical community. Consider obtaining hospital privileges (if they are available in your area). You’ll be able to interact with physicians and specialists in your area, who may then refer patients. Also join community, civic and religious organizations to meet other health-care professionals. 

Remember to send physicians report letters, especially when the information may influence the physician’s care. These letters also remind physicians that optometrists provide more than “routine” services.
10. Prepare your office facilities. Managed-care audits and facility inspections are becoming more common, and the Occupational Safety and Health Administration may come calling in the future. Make sure the external and internal portions of your office are well maintained. Consider allocating money for any necessary improvements.

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© Review of Optometry OnLine
February 15, 2000