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Learn How to Run Your Practice Like a Boss

By Essilor News

Visual optics, ocular biology, integrative optometry – these are just some of the standard courses taught in optometry school. But one subject is often missing: the business of optometry.

For ODs who want business education, Essilor can help. ECP University® (ECPU®) is a suite of educational offerings for those in the eyecare industry looking to refine their business skills and practice operations, and one of many ways Essilor is delivering on its mission of improving lives by improving sight.

The CEO.D.® Program – which stands for Chief Executive Optometrist - is the newest ECPU course offering and is designed to prepare the OD owner on how to run their business. It’s a blended learning program combining five online and two in-person training sessions and is appropriate for ODs at any stage of their career, from potential or new practice owners to existing practice owners who want to grow their business. The first class starts on March 5.

Intrigued? Here’s what you’ll learn in the CEO.D. Program.

Establishing Your Brand

Courtney Dryer, OD, of 4 Eyes Optometry in Charlotte, NC, participated in the CEO.D. Program pilot and recently wrote about her experience for New Grad Optometry. “Understanding who you are as a practice owner and optometrist is key to your practice’s success and operation. You need to know what the key components of your personal and practice brand are. And every time a patient leaves your office, they should have a clear understanding of who and what you are as a practice”.

Creating a Culture

“The program reinforced that branding and culture must be a reflection of my vision and mission,” Dr. Dryer says. “From my logo to office environment to products, my primary goal has always focused on technology, generating an atmosphere, and focusing on luxury services and products.”

Business Operations and Performance

Dr. Dryer says learning how to evaluate her practice has been an important tool. “In the first two years of my practice, my goal was survival. My goal in year three was to ‘do better’ than year two. I wasn’t specific on any goals or metrics. Through Essilor’s CEO.D. Program, I gained an understanding of the key metrics I need to use to evaluate my practice and ensure future growth.”

Practice Profitability

The CEO.D. Program teaches participants how to use key performance indicators (KPIs) to gauge their business. KPIs help ODs see where they are in comparison with industry standards in terms of productivity and profitability. Some of the many KPIs covered in the program are: gross revenue per exam, gross revenue per OD hour, gross revenue per square foot of office space, and complete exams per 100 active patients.

Customer Experience

You want your patients to return year after year, so it’s important to give them a reason to stay. “I learned that some ways you can improve customer experience include offering convenient hours, service staffing, and by creating an overall pleasant environment,” Dr. Dryer says. “As a practice owner of four years, I felt I had a firm grasp on the brand and culture of my office, but knew I was weak at evaluating business operations. The CEO.D. Program helped me acquire knowledge in this particular area, and equip myself to take necessary measures to grow my practice.”

See how the CEO.D. Program can make the difference for your practice. Click here for more information or enroll.