Characteristics of Excellent Regional Managers in Corporate Optometry
They respect what ODs do and encourage ODs to practice the way they choose to. Don’t interfere with OD business. They understand that in order the optical to grow the OD side of the business needs to grow as well.
They promote work life balance. They know that people work better and collaborate more if there is a balance. Burn out in corporate optometry is real. Promoting a work life balance can help off set the burn out. Happy ODs can focus on growing a business and will result in increase in optical revenue.
Keep optical staff focused on long term goals that includes growing the Doctor side of the business. Great regional managers understand the the patient experience is not an optical sale. Working with the Doctor side of the business will promote eye health and an image to the patient to continue to see the OD at that location. In the long term the patient that continues their care with that OD is more likely to continue to purchase from that optical. It can hedge from online retailers.
Recognize and reward the optical staff and OD. Without the team goals can’t be achieved.
They encourage growth and want to see the OD business succeed. In the long term it will benefit the optical.
They won’t sacrifice the Doctor’s business to grow their own. Regional managers will not influence ODs office to offer quick services or cheapest eye exam in the area. They recognize this tactic will not grow the business in the long run.
Create a Culture of Accountability
They understand each location has unique strengths and weaknesses and use those intuition to create a strategic plan.
Provide resources to improve optical performance and find solutions. They do not blame.
When something goes wrong great regional managers work with the optical team and OD. They are accountable for their own results.