Dori M. Carlson, OD, MAL, FAAO.
At the heart of every successful optometry practice is the patient experience. While financial growth is vital, it is fundamentally built upon the quality of the patient’s journey, which hinges on the expertise and care of the practice’s staff. To cultivate this level of service, practices must prioritize the recruitment, management, and retention of a highly skilled, well-trained team. By establishing clear job duties, investing in ongoing professional development, and maintaining open communication, practices can empower their staff to deliver the compassionate, patient-centered care that defines a thriving practice.
However, building such a team remains a challenge. According to The Vision Council, approximately 72 percent of practices continue to face hiring difficulties. While finding qualified new staff is a persistent hurdle, recent data highlights the value of investing time and money to build a strong support staff.
“People are complex, and that makes it a challenge to find the right person for a team. Our personalities, backgrounds, cultures, ages, and life experiences all make us unique,” said Dori M. Carlson, OD, MAL, FAAO, owner, Heartland Eye Care, Park River, N.D. “A quality optometry practice team shares several characteristics: a desire to serve people, a team-first mentality, strong communication skills, and comfort with change. I believe the single biggest characteristic of a quality team is one with a positive attitude.”
Research from My Business Care Team (MyBCAT), an outsourcing service that provides patient intake, scheduling and front-desk support for healthcare practices, indicates that stable, well-trained teams lead to an 18 percent improvement in revenue retention and a 23 percent increase in patient satisfaction ratings. Additionally, metrics from the Optical Training Institute, an online educational platform for ECPs, show that certified optical staff yield significantly higher satisfaction rates and up to 46 percent more in hourly sales.
The Importance of Staff Training
“Ongoing staff training is critical to keeping up with changes and improving communication in the office. We have found the best way to accomplish this is through weekly meetings,” said Dr. Carlson, a past president of the American Optometric Association (AOA). “Those meetings are scheduled at times when there are no interruptions from either the phone or patients, with agendas agreed upon in advance. We’ve found that we can onboard new staff members more quickly through regular meetings, and it’s easier to keep up with changes in technology, clinical advancements, and product knowledge. Recently, an employee remarked that she enjoyed it when I took the time to teach her new things. It gives our staff confidence and empowerment when we continually train them.”
Beyond financial metrics, consistency matters. When patients see the same faces regularly, they are more likely to adhere to medical advice, book return visits, and recommend the practice, according to data from Relias, a cloud-based workforce enablement and learning management system designed for healthcare workers. Ultimately, leading an expanding team necessitates a commitment to ongoing enhancement, transparent communication, and strong leadership—methods that foster a productive, encouraging workplace that prospers over time.
“We have found that investing in staff has so many benefits. We try to empower them and involve them in as many decisions as possible. It’s part of our culture,” said Dr. Carlson. “Doing so helps them adopt an owner mentality and keeps them engaged in the practice. They see decisions as part of the whole process and as affecting all aspects of the office. Because they learn an owner mentality, they are quicker to solve problems, suffer less burnout, and are generally happier with their jobs. Happy employees lead to lower turnover and higher retention rates and higher retention rates lead to higher profits. And, let’s not forget that employees with an ownership mentality lead to less stress for the owner.”
Although advancements such as AI remain essential for practice progress, experts agree the human element—staff-patient interaction—is what truly defines a satisfying experience and encourages repeat visits.
“Many offices use the same technology, but it’s the people in the practice who use it that set one practice apart from another,” said Dr. Carlson. “It begins at the front desk. Were people treated with kindness and greeted with a smile? Did the tech provide compassion and patience during pretesting? Was the doctor empathetic and professional? Was the optician knowledgeable and able to explain treatment options? Every one of those touchpoints is an opportunity to create patient loyalty, set the patient at ease, and create a positive experience.”
Dr. Carlson believes that patient expectations have shifted in recent years and it’s the responsibility of the practice and its staff to make sure these expectations are met.
“Patients compare clinical visits to any other touchpoints with other businesses. They expect convenience, digital communication, timely responses, and excellent customer service. Our staff plays a critical role in communicating with our patients, anticipating potential problems, and being transparent. Patients, and people in general, want to feel special. It’s incumbent upon our staff to meet those needs,” Dr. Carlson advised.
