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Let’s Talk Business with Gary Kirman, OD

Gary Kirman, OD, shared how he helped his father's optometry practice stay successful.Gary S. Kirman, OD, is a practicing optometrist out of Pennsylvania. Throughout his schooling, Dr. Kirman trained in several subspecialties, including low vision, management and care of eye diseases, and pediatric vision. He joined his father’s practice in 1986 and earned Optometrist of the Year and “Young Optometrist of the Year” awards from the Pennsylvania Optometric Association. Dr. Kirman is dedicated to providing eye care for all patients, and he has shared his insights into the world of business and optometry.

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Do You Run a Private Practice, Group Practice, or Corporate Practice?

I run a private practice that was founded in 1958. I joined my father in practice in 1986. I have two full-time associates and one part-time associate. The one associate doctor has been with me since 1995, the other full-time associate was hired in October 2016. The part-time associate has worked with me one day per month since 2014.

How Many Patients Do You See Per Day & How Do You Make the Ones You See “Count”?

I examine about 20 patients per day. I take the time to educate my patients on new developments in diagnostic technology and treatments for eye disease and express to them that I am interested in helping them to see well for their entire life.

What’s Your Biggest Challenge as a Business Owner?

My biggest challenge as a business owner is spending time strategically planning for the office to continue to be successful.

What Are a Few Things That You Credit Your Success To?

  1. Assemble a great team of employees that are well educated and that truly care for a patient’s visual well-being.
  2. Continue to learn about new diagnostic technology available for early diagnosis of disease.
  3. Hire good associates that will support the mission of your practice and keep patient’s visual well-being as a top priority.
  4. Continue to learn about new treatment regiments for eye disease and implement them into your daily patient care.
  5. Invest back into your practice – Educate staff, maintain your office space, buy quality equipment, and dispense quality products.
  6. Love what you do to improve your patient’s quality of life.

How Do You Market Your Practice?Dr. Kirman shares which marketing techniques he utilizes for his optometry practice.

I market the practice through many community and school sponsorships, bi-monthly local newspaper ads, community talks, regular Facebook updates, and meetings with other local physicians to explain the services my office offers our mutual patients.

How Have You Overcome the Challenge of Patients Choosing Online Vendors?

My office strives to provide great personalized service to each patient and to be knowledgeable about the services and products we provide.

How Do You Sell EyePromise to Your Patients?

I position EyePromise products right at the front desk area. I educate my staff to be able to field questions regarding the different products in the EyePromise line. The specific vitamin formula is prescribed to the patient in the exam room and communicated to the staff member assisting the patient with their purchase at the front desk.

Prescribing an eye health nutraceutical for your patients eliminates the guess work they may go through with online vendors or big box stores.

What Do Patients Like About EyePromise?

Patients like the fact that the nutraceuticals are of top quality – true to label, well-absorbed, reasonably priced, and well-tolerated with digestion.

How Do You Hold Your Staff Accountable for “Selling” at the Front Desk or Covering Everything They’re Expected To?

I track the sales of vitamins through the office for accountability. The staff is educated to answer the questions from patients comparing EyePromise brand vitamins to the “Big Box” store vitamins. They are the conduit to have the patient buy the specific vitamin formula that was prescribed to the patient by the doctor in the exam room.

Dean Amundsen, OD, was happy to share his thoughts on optometry practice management with us, too. Read what he considers his biggest triumphs and challenges.

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