by | Mar 21, 2024 | Payroll & HR

With an ever-changing workforce climate, fact-based, comprehensive evaluations for your team are more important than ever. Quality reviews based on empirical evidence – versus opinion or bias – will ensure fairness and make evaluations more effective. Today we’ll explore selecting metrics for fair evaluations.  Metrics will empower you to conduct fact-based evaluations by providing you with objective, “hard” data to utilize. Analytics programs like EDGEPro can help you leverage this information easily, however, you can also find these metrics independently.   While benchmarks are only part of the puzzle in evaluating your staff, they can often be the most difficult. 

I recommend setting individual goals that relate to specific job functions, but ideally, each of those individual goals should support an overall practice goal that builds the business. We’re going to review what performance metrics to track for each position and how to tie everyone’s evaluations together to reach a shared goal in the end!

In this article, we’ll dive into the process of selecting the best metrics to track for evaluations per position. In most practices, there are typically three divisions: the front desk, technicians in the back, and opticians.  However, these divisions are (or should be) a cohesive team.  Leveraging an analytics program or data from within your practice management system, we can objectively assess the performance of each staff member.  It’s important to note that while individual performance can be evaluated, the ultimate success relies on teamwork.  This is why we integrate all components in the end to reach a shared goal.  

FRONT DESK

At the forefront of every office is the front desk – the initial point of contact for your patients, yet often challenging to evaluate as they typically have minimal involvement in making sales. Exam counts are a great focal point for front desk associate goals. You’ll need a count of your refractive exams as a baseline, from your practice management system. Based on the refractive exam count from the previous quarter, establish a realistic target to enhance the exam count for the upcoming quarter.  Encourage the front desk associate to do recalls, and assess the need for appointments for additional family members listed on existing patient’s insurance.  

How to in EDGEPro:
If you are utilizing EDGEPro, monitoring your exam counts is effortless.  Navigate to EDGEPro’s Sales Summary > Advanced Reporting dashboard to track “Total Comprehensive Exams”.  Determine how much of an exam increase you’d like to see for the quarter, and make that your front desk associates’ goal.  This can be monitored throughout the quarter by you and the front desk.

TECHNICIANS

For technicians, we recommend honing in on Contact Lens Annual Supplies.  Your technician’s primary goal would be improving Contact Lens yearly Supply sales.  Most practice management systems do not track this automatically. The simplest way to track this is to print an extra receipt when a patient purchases a year supply of CL. Set those receipts aside and simply count them at the end of the month. 

How to in EDGEPro:
If you’re utilizing EDGEPro, navigate to your Clinic Overview > Contacts dashboard. There you and your technicians can easily track Year Supplies. Additionally, technicians can track special testing such as Otomap and Fundus Photos. You can find this in your PMS, but in EDGEPro, Special Testing data can be found in Advanced Reporting > CPT Breakout. Determine where you are currently for year supplies and/or special testing, provide a reasonable goal for the quarter, and use this data to conduct a fact-based evaluation.

OPTICIANS

Your optical staff is the obvious endpoint for your frame and lens sales. You’ll need to decide where your best opportunity is to improve their performance, as there are a number of key performance indicators to choose from. For example, if you discover you’re 90% in AR and 15% in photochromics your best opportunity is to grow in photochromic sales. Your optician’s goal would be to increase Photochromic sales by a reasonable percentage set by you. Locate AR, photochromic, and frame figures in your PMS and set appropriate goals based on these results over the past year.

I recommend choosing a goal in both lens sales and frame sales, so make sure you review your optical performance in key areas as well: Patient’s owned frame numbers, average frame price, etc. When it is time for evaluation, leverage your analytics to provide a data-driven performance assessment you can administer confidently.   

How to in EDGEPro:
To select the most pertinent data within your practice to evaluate your opticians. Leveraging EDGEPro, we will use Optical Overview > Lenses and Optical Overview > Frames to determine what to track.   

Lastly, the best part of the evaluation process is tying everyone’s individual goals together, creating one target that the team aims for.  This common goal in addition to the staff evaluations brings everyone together as a team. The best KPI to use for this is Capture Rate.  

Capture Rate is Eyewear/Exam. Eyewear is defined as a complete pair (frame and lens) and Exam is defined as any exam that has a refractive component.  

Set a reasonable goal – we recommend a 5% improvement – and when it is time for evaluations, use that metric to show your team how their individual accomplishments are contributing to the overall business performance. 

But how does each team member contribute to Capture Rate?  The Optician may close the sales as it relates to the Capture Rate, but the team is planting the seeds. The front desk is already pushing to increase exams per their own goal.  Simply achieving that goal contributes to exams which will go toward Capture Rate. While the technician‘s goal may be related to contacts and/or special testing, they can contribute to Capture Rate by upselling glasses.  

Take the opportunity to celebrate as a group, and highlight their accomplishments. This creates a valuable team-oriented environment and helps your staff members feel more vested in the business’s success.

Data can be used to confidently evaluate your staff members’ performance.  While individual metrics will be the cornerstone of your evaluation, they’re just one piece of the puzzle.  Having a shared goal as well for your team to rally around can foster individuals to collaborate toward a common objective.  When a team develops this collaborative effort, the outcomes can be remarkable.  

References

Aldin Beslagic (2023) “The Power of Teamwork and Common Goals within a Company

Interview with Patti Warren, ABOC EDGEPro Training and Education Specialist – Conducted on March 15th, 2024

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