Developing thoughts

As businesses, we need to start adapting now – and for the future, writes Phil Mullins

As I write this, we have just been informed that the final stage of the opening up of the economy has been delayed until 19 July. The government has also reserved the right to delay the complete ending of lockdown restrictions yet further; regardless, the world is far from being back to normal. Previously unheard of (or rarely used) phrases such as ‘the new normal’, ‘hybrid working’, ‘travel corridors’ and ‘green zones’ are now commonplace. Although everything remains fluid, we as businesses still need to look at what adaptations we need to make now – and for the future.

Over the past year or so, many people have been forced to work from home – shifting where they spend their time. This has led to many of our members reporting an influx of new patients, as more people stay local and visit their independent practice. This has been great news for the independent sector, but has been slightly tarnished by the fact that members in city centres have seen some of their patients go elsewhere. The issue now is how to keep these new patients.

FLEXIBILITY IS EVERYTHING One of the biggest lessons from the pandemic is flexibility – be that adapting to new working patterns, different ways of shopping or just communicating differently. This will continue, regardless of how the pandemic plays out or what the government decides. People have seen that you don’t have to do things the same way all the time. The phrase, ‘because we always do it that way’, has well and truly been thrown out. So to keep these new patients looking to make the most of a new, flexible life, practices need to be willing to change and work differently.

Over the years, practices have been very ridged with opening hours; stuck on the routine of Monday to Friday, 9’til’5, close for lunch and then open Saturday morning only. Fortunately, things have moved on, but with changing work structures, practices need to look at how to provide a ‘wow’ service. When I ran a practice on the outskirts of Cheltenham, we ran an evening clinic until 8pm every Thursday. This late opening generated by far the most income compared with any other day; often we would take a third of the weekly takings between 5pm and 8pm on a Thursday. It was a time that fitted in well with private patients, who worked and found it difficult to come to us at other times. It meant our retired patients could be easily seen at other times.

I’ve always been surprised that more practices don’t offer early and/or late clinics. Some say staff won’t want to work these hours – but as patients work more flexible hours, maybe your team should too? And if your competitors aren’t offering flexibility for all, then you stand a greater chance of keeping your new patients.

This may also fit in well with your drive to go private. Obviously, you wouldn’t offer these slots to NHS patients, but it would be worth offering extended hours to those on your direct debit payment plan. You may want to run special events at these times and make a real feature of it. The possibilities are endless and restricted only by what you want to do.

TAKING STOCK FOR THE FUTURE Going forwards, you will need to be more flexible around your services and stock. Now that you have the patients, you need to make sure that you can serve them. This doesn’t necessarily mean jumping on the ‘brand wagon’ again, although you might want to review the brands you want to keep. It’s about knowing what sells, what might attract people, and what patients require with the changes in their work-life balance.

The large multiples have for so long promoted BOGOF offers to encourage multipair usage, but they miss the trick. It’s not about two pairs the same, it’s about multiple pairs covering different needs. After all, you don’t use just one golf club to do 18 holes or one pan to cook a meal. So why have one pair of glasses? We should be discussing with patients occupational lenses, contact lenses for all uses, sports products, protective eyewear and so on. People want more from their life, but to do that they need more from their visual performance – and more support from us. So forget ‘we’ve always done it that way’ and (to coin a phrase) – ‘just do it’.

As more people work from home, their behaviours change