The New market Place – A Consumer’s Perspective

  • Today’s competitive landscape
  • The price-transparency challenge
  • Digital’s impact on the Optometric practice
  • Millennials – An emerging consumer powerhouse
  • Enhancing digital capabilities
  • Protecting your practice

Today’s Competitive Landscape

Its never been easier to walk out of the store!

  • Consumers come armed
  • “Zero moment of Truth” (ZMOT)
  • Flight path of today’s consumer
  • Increased competition
  • Demands on business in the 21st centrury

Flight Path of Today’s Consumer’s

Flight path

The Price Transparency Challenge

  • Comparative shopping
  • Comparative price websites
  • Strategies adopted by today’s retailers
    1. Create and stock unique products
    2. Improve the in-store experience
    3. Embrace mobile technology

Digital’s Impact on the Optometric Practice

Digital communication revolutionising how patients interact with the practice

  • Patients prefer mobile for primary communication
  • Patients search, review, preview, make price comparisons and purchase eye wear and contact lenses online
  • Wider choice, specifically from Corporate providers
  • Increase use of Digital devices being used in the office
  • Patients want to fill out forms online
  • Patients want to access their records online
  • Patients want to be educated via digital

Enhancing your Digital Capabilities

Flight path

5 Initial focus areas

  1. Develop your Website
  2. Claim, verify & manage your online business presence
  3. Reach out to (new), consumer groups through social media
  4. Amplify existing marketing efforts & ROI through digital application
  5. Audit practice technologies & processes for improvements

Millenials – An Emerging Consumer Powerhouse

Usage habits

  • Use Social media to socialise – only
  • Pay the most attention to print advertisements
  • Do read email
  • Less likely than the average to contact a company by telephone
  • Millennials like magazines
  • Millennials like a bargain
  • Mobile outweighs all other devices
  • Millenials like to interact with their environment

Informed Consent & Quoting

Understand the customer and know the laws

Informed consent is an exercise of an informed choice by a patient who has the capacity to give consent

  • Informed consent starts with the receptionist
  • Quoting for price and obtaining consent
  • After sales service and instructions

Overcharging – Coding & Pricing

ICD10 CODING AND INFORMED CONSENT – HPCSA booklet 9 section 18 page 12

  • Informed consent is an exercise of an informed choice by a patient who has the capacity to give consent:
    1. in instances where there are multiple options or alternatives to treatment; or
    2. in making a decision whether to withhold or disclose information or allow someone else to disclose information on their medical condition to a defined third party; or\
    3. in making a decision for purposes of reimbursement by a Medical Scheme, based on adequate information and a detailed analysis or unpacking of each of the options or alternatives as well as the lea) gislative requirements for disclosure of such information.

This means there must be a full and frank disclosure of all the material facts to enable the patient to decide from an informed basis.

  • ICD 10, for instance, the patient should be given information as to who will access their information, for what purpose and what would be the implications of the utilization of such information etc.


Employ qualified staff who have proof of registration and Indemnity

HPCSA Booklet 2 Page 12

Covering 9. (1) A practitioner shall employ as a professional assistant or locum tenens, or iany other conn tractual capacity and, in the case of locum tenens for a period not exceeding six months, only a person –

  1. who is registered under the Act to practise in independent practice;
  2. whose name currently appears on the register kept by the registrar
    in terms of section 18 of the Act; and
  3. who is not suspended from practising his or her profession.


HPCSA Booklet 2 Page 9 & 10
Information on professional stationery

  • 4. (1) A practitioner shall print or have printed on letterheads, account forms and electronic stationery information pertaining only to such practitioner’s –
    1. name;
    2. profession;
    3. registered category;
    4. speciality or subspecialty or field of professional practice
    5. registered qualifications or other academic qualifications or honorary degrees in abbreviated form;
    6. registration number;
    7. addresses (including email address);
    8. telephone and fax numbers;
    9. practice or consultation hours;
    10. practice code number

Professional Indemnity & HPCSA Case Study – I Did A Favour For A Patient

  • Have you registered with the HPCSA?
  • Do you know your way around their website?
  • Do you know how they are structured?
  • Do you know who is working for you – are they in good standing?


Is this your patient?
Supersession – HPCSA BOOKLET 2 Section 10 Page 12

  • A practitioner shall not supersede or take over a patient from another practitioner if he or she is aware that such patient is in active treatment of another practitioner, unless he or she –
    1. takes reasonable steps to inform the other practitioner that he or she has taken over the patient at such patient’s request; and
    2. establishes from the other practitioner what treatment such patient previously received, especially what medication, if any, was prescribed to such patient and in such case the other practitioner shall be obliged to provide such required information.

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