Creating the Blue Ocean Strategy Case Based Prescribing (2hrs) Saturday, February 18, 2017 Mile Brujic, OD, FAAO

Transcription

1 Creating the Blue Ocean Strategy Case Based Prescribing (2hrs) Saturday, February 18, 2017 Mile Brujic, OD, FAAO Summary This lecture provides attendees with an understanding of Blue Ocean Strategy in the business world and explores the concept of how it applies to Optometry. With reference to real patient cases, the importance of actively prescribing in the examination room with an emphasis on effectively transitioning care to the Optician will be discussed Learning Objectives 1) Understand the difference between a red ocean vs a blue ocean strategy 2) Discuss those factors that keep most businesses (including eye care practices) in a red ocean 3) Understand the key principles that help develop blue ocean strategies 4) Discuss those particular red ocean and blue ocean strategies that are currently occurring in our optical 5) Understand the concept of value innovation by going outside of eye care for examples and relating it back to our offices 6) Discuss strategies for implementable strategies for unprecedented blue ocean opportunities within your practice Course Outline 1) Are we thinking about everything incorrectly? a. Most businesses follow trends b. Most industries will see what is working amongst other companies in the same space and try to replicate it in their own industry or business c. Often times, we are confined by traditional thoughts on what the possibilities are for sustained growth d. Is the current benchmarking system that we utilize in our practices to measure success versus failure really adequate in the current economic climate e. Are we simply comfortable with the information that we have been given about our optometric business models? 2) What do most businesses do? a. What does big business do right? i. Contains three major components that provide new products and then sells the product

2 1. Research and development the pipeline of products and services that industry develops to sell to consumers 2. Marketing the plan to educated the consumers regarding the product and services that they will be selling 3. Sales the process of selling the product or service that is created b. What does big business do wrong? i. They are often times a slow moving ship that needs to move through multiple layers of bureaucracy to create change ii. They follow standard business protocols and have comfort in how things have been done c. What can optometry learn from these practices? i. What are the positives and negatives that we need to consider when looking at those things we should emulate and avoid from big business? 3) Defining the red ocean a. A traditional business model b. Where most businesses unfortunately exist c. A fairly good understanding of how to compete skillfully in red waters i. From analyzing the underlying economic structure of an existing industry, to choosing a strategic position of low cost or differentiation or focus, to benchmarking the competition d. This is a highly competitive market place that encourages commoditization where in fact the differences between products and technologies become less and less 4) What is a blue ocean a. Creates a market space where competition is irrelevant b. Does not follow the traditional metrics that we are often times comfortable with c. Often requires thinking of things differently than most in the space d. Doesn t usually require anything new or patentable 5) What are the assumptions that every business makes in driving how they operate? a. Compete in existing market space b. A drive to beat the competition c. Exploit the existing demand d. Make a value-cost trade off 6) What is value innovation? a. Create a leap in value for consumers b. Not necessarily beating the competition but opening up unchartered opportunities c. Requires the business to operate in a space where there is little to no competition 7) How do we apply these principles in the optometric practice a. Traditional business model

3 i. Eye examinations ii. Glasses iii. Contact Lenses b. Blue ocean strategies do they exist in our opticals? i. Macular health centers of excellence 1. Traditional management strategies a. UV protection b. No smoking c. AREDS 2 d. Follow up yearly for changes in vision and appearance of 2. Blue Ocean strategy management of macular degeneration patient a. What is ocular wellness? i. Lifestyle modification ii. Optical recommendations iii. Dietary modifications b. Macular pigment testing c. Genetic testing i. Understanding appropriate risk and follow up recommendations ii. Understand consequences of utilizing formulation containing zinc depending on results d. Discussion of BMI and risk factors e. Discussion of smoking and risk f. UV protection i. Recommendations on appropriate correction ii. Understanding the potential ramifications of high energy visible light ii. Anti-glare lenses a. Do not recommend b. Is only on glasses if requested by patient c. Only the most symptomatic patients have antiglare coating on the lenses d. Is referred to as a coating by everyone in the office e. Is often de-valued as a non-necessary part of the lenses a. It s importance on lenses is repositioned b. Discuss it as an anti-glare or anti-reflective lens which emphasizes its importance

4 c. A belief that everyone would benefit from this lens process on the lens d. Communicate the technology from both the exam room and the optical to emphasize the importance to optimizing vision iii. The presbyope a. Attempt to optimize all visual needs with one pair of glasses b. Very little attention is paid to the true visual needs of the patient i. ie. A chief complaint of if feel like my near vision is weaker is addressed with a stronger add; if questioned one step further, it is not the patients near vision but their desktop computer that is more difficult to focus resulting in no improvement in the patients symptoms if the glasses are simply updated a. Educate presbyopes that because of the multiple powers required to fix their vision, it is very rare that one pair of glasses will optimize all of their needs i. Standard progressive addition lenses ii. Office / computer glasses iii. Prescription sunglasses iv. Other task specific glasses iv. The second pair a. One functional pair should be fine b. The prescription change isn t significant so they will be ok with their current glasses a. Discussing what other glasses might benefit some individuals i. Presbyopes ii. High prescriptions and multiple functional pairs iii. Full time glasses wearers and prescription sunglasses iv. Computer specific glasses v. The contact lens wearer a. The back up pair that you have are fine

5 a. Ask every contact lenses wearer three questions: i. Are the frames in could condition ii. Is the patient comfortable with the vision through the lenses iii. Would the patient feel comfortable wearing their glasses because of the style of the glasses