As important as Capture Rate is to your business, the term “capture” carries a connotation that sometimes is counterproductive to long-term success. It can place an undue emphasis on sales tactics that may make your team – or worse, your patients – feel uncomfortable. You still need to make your numbers work, though. So how do you counteract that money-focused feeling, but still improve your capture rate?

Instill a culture in your practice that all patients benefit from optical service.  Every patient undergoing a comprehensive exam should visit the optical after their exam, regardless of whether or not they intend to purchase anything.  When a patient is reluctant or unsure of a purchase, the emphasis should be on helping that patient in some way:

• Inspect, clean, repair, adjust eyewear
• Review optical benefits the patient is entitled to
• Answer any questions related to eyewear
• Just have a nice conversation
  

When patients consistently receive benefit from their time with the optician, regardless of purchase, loyalty and increased sales will follow.  Many times, even a reluctant patient will make a purchase when service is excellent.  Even if they don’t, you’ve just given them another reason to come back next year – or sooner! 

Pro Tip:  Make sure all of your appointment confirmations include a reminder that patients bring all eyewear they use to their comprehensive exam.