The Visionary Path: Building a Thriving Optometry Practice from the Ground Up
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Recently, I've visited with several people who are in the process of opening their practices. I encourage them as much as possible since I like being a practice owner.
Nothing is as gratifying as making decisions that can affect all aspects of your practice, but more importantly, owning your practice allows you to be adaptable in times of change. Smaller, privately owned offices can make changes faster than corporate or hospital settings.
Overcoming the Fear of Opening a Practice
When we opened our office several years ago, I remember how overwhelmed we felt. There were so many things to consider when opening our practice. There still is. Finding a good location, having an innovative business plan, and gathering the necessary financing are critical to opening a new practice. Purchasing equipment, deciding on electronic records, and outfitting your optical are also important.
Deciding what specialty services you might bring to your new clinic is also essential.
Your Most Important Asset: The People
As you open your new location, think about your people. We cannot run a clinic alone; our people are one of the most important assets. As new offices typically start with a small number of staff, it's easy to overlook the significance of the team. However, it's crucial to remember that our team is the cornerstone of our practices. They are the face of our business, directly influencing the care we provide and the loyalty of our patients. Their role is not just important but integral to the success of our practices.
Think About Your Practice’s Vision
It starts with a vision. What type of practice do you want to create? What specialty services will you bring to your business? What will set you apart from other practices? Make sure you can articulate this as the foundation of your new practice.
As Simon Sinek would say, "Start with your why" and share it with your new staff.
The Importance of Communication
The key is communication. I have never heard anyone complain they had too much communication. A great team will understand and align with your mission, values, and long-term goals to support the success of your practice. Create consistent times to communicate with your new team. When a group shares a common purpose, their collective efforts are much more likely to yield success.
They work not just for a paycheck but with the motivation to contribute to something they believe in. This alignment creates an environment where employees are driven, creative, and passionate about what they do. People will support that which they help create.
Thinking Differently About Hiring
Hire for attitude and personality. We found that trying to find someone with experience was difficult. Sometimes, those with experience come with a different mindset or culture than you want to create. Somebody with a positive attitude can learn any role in the office. Several years ago, we started using personality testing as part of the final interview process. It's easy to find online assessments to give you an idea of what this person might be like in the office. We were tired of interviewing people and having a different person show up for work.
Building a Strong Patient Experience
A business's reputation is often built on customer experience. How do you want your patients treated? What do you expect when people answer the phone or walk into the office? Your team is the face of your business, directly interacting with patients. A great team ensures the patient experience is consistent, positive, and aligned with your brand values. No one will return to an office where the first person they had contact with was rude and disingenuous. First impressions must be good ones. Satisfied patients lead to referrals, repeat business, and positive reviews—critical factors in the growth of a new business.
Growth and Culture: A Long-term Investment
As your business grows, so will your team. The team you start with will play a pivotal role in shaping your office culture. With your guidance, their actions and attitudes will influence the culture, and as more people join, they will be influenced by the foundation laid by your original group. This culture will help attract talent and ensure sustainable growth, making each team member a significant contributor to the office's culture and growth.
The Competitive Advantage of a Great Team
A great team can be one of the most significant competitive advantages in today's fast-paced business world. While products, services, and technology can be replicated (or even provided remotely), your team's culture, creativity, and dedication cannot. Competitors may copy your business model or marketing tactics, but they can't replicate the unique chemistry of a well-functioning staff. A great team creates a lasting advantage that helps your business stand out, and you should take pride in your team's unique capabilities. Make the culture of your team such that patients look forward to returning.
Remember, we don't just build businesses; we build people. It's the people who work with us, share our vision, and contribute to our mission who, in turn, build our business. Their contribution is invaluable and integral to the success of your business.
Heartland Eye Care | Park River, ND
Former AOA President
Vision Source Administrator