Make your practice a Magic Kingdom

February 1, 2011

If you were to ask 100 people, "Where's a great place to go for a family vacation?" it is a safe bet that the majority of them would reply, "Disney!"

Las Vegas-If you were to ask 100 people, "Where's a great place to go for a family vacation?" it is a safe bet that the majority of them would reply, "Disney!" Disney has worked hard to create and maintain that image. By following Disney's example, your practice can be the one that comes to mind when people in your community ask, "Where's a great place to go for eye care?"

"There are only a few crucial elements in the model – the key is to apply them every day, to every patient, in every situation," Dr. Wright said.

"Guestology in the optometric world means learning who your patients are and what they expect," Dr. Wright said. "The first thing you need to do is understand your community's demographics and psychographics, which are the needs, wants, and emotions that control why people buy."

Service theme at your practice

"Disney's service theme is, 'We create happiness by providing the finest in entertainment for people of all ages, everywhere," said Dr. Wright. "Every person at Disney has to memorize the service theme, and every decision made at Disney goes back to it. If an idea doesn't fit the service theme, it's not done."

The service theme is your practice's mission statement. At an optometric practice, it is an important point of reference to make sure everyone is working toward the same goal. If your practice has a service theme, the staff can always ask themselves, "How can I make our service theme happen for this patient standing in front of me right now?"

A practice's service theme will depend on the demographics it wants to serve, and the service area it wants to encompass. As an example, Dr. Wright suggested a service theme of, "We improve the quality of your life by providing the finest in vision care for people of (insert the demographic that you want to serve) in (insert the geographic area you want your practice to cover)."