ODs Need Coaching Too: How To Create A Culture of Learning
In the last couple of months, I have noticed inconsistencies in how ODs practice in the same clinic. This poses a concern for a few reasons:
Brand Integrity
The number one power of a brand is consistency; it is difficult to build your brand when the experience differs from OD to OD. Think of strong brands - the Starbucks experience is consistent throughout the world, and if a company can do that globally, we can do it within the same office.
Missed Opportunities
We may not be meeting all of our patients’ needs while also missing income opportunities. It is important to compare OD results to understand where there may be potential opportunities.
Office Culture
Having different expectations for staff and ODs can have a negative effect and reduce productivity.
So, what can you do?
Create a culture of learning, coaching, and collaboration.
Monitor results and host regular OD meetings where leverage each person’s strengths to learn from each other.
Get feedback and insights on the patient experience and processes.
As the scope expands and there are so many competing priorities, we need to support each other. When I coach ODs, they are open and eager to learn - we just need to have the conversation and communicate our intention to support them.
Do not assume they know or are comfortable with the soft skills; they may need help understanding how to talk to a patient about Demodex without freaking them out, how to explain the difference between a cheap sunglass and a quality sunglass, etc. When their patients are happier and their paycheck increases, they will thank you.
Address concerns in a timely manner in a one-on-one coaching format. Recently, one of my clients needed to address some concerns with an associate OD. The client has been avoiding this conversation for more than a year. We reviewed how the conversation should go, focusing on the root cause of the concern and ensuring that the approach was not confrontational.
Even though it was difficult and outside this owner’s comfort zone, they had a productive conversation and agreed on the next steps. The owner’s response when I followed up was, “I feel like a ton of bricks has been lifted off my shoulders.”
Coaching is a learned skill. It is okay to offer help; it is NOT okay to avoid the conversations and have resentment grow.
Always discuss any patient reviews on feedback, regardless of how difficult the patient is perceived to be; there is always a learning opportunity in the feedback. It’s a gift that shouldn’t be overlooked.
Set clear expectations for the entire team and ensure that everyone is accountable to them. Simply put, this is everyone doing what they said they were going to do.
You can give your business a lift by simply improving your communication and coaching. You will see an increase in results and a great return on investment!
As always, I’m here to help.
Nancy Dewald is a business development professional, workshop facilitator and optical industry veteran. She is CEO and founder of Lead Up Training & Consulting, which specializes in identifying business gaps, implementing solutions and developing leaders.
Article as seen in Optical Prism.