Optical Assistant/s if applicable
Optical Assistant/s in other practices
Other business people in the community
The Practice Manager will :
Effectively and efficiently manage the day to day operation of the Practice.
Provide effective financial control of the Practice to meet sales and expense budgets in line with the Business Plan.
Develop a Marketing Plan which includes strategies to increase $/unit sales per client, recruit new patients and maximize patient retention rates in conjunction with the Principal and Business Manager.
Ensure effective and efficient verbal and written communication with all stakeholders in the Practice.
Maintain and manage stock categories and levels within the Practice to meet the particular needs of the practice demographics.
Quickly, accurately and efficiently fill orders for optical appliances to ensure all jobs are delivered when promised.
Advise and educate patients and other staff on currently available spectacle lens options including the features and benefits of each.
Demonstrate excellent sales and customer service skills and be able to explain the benefits of specific frames and lenses to the client.
Be familiar with the latest technology available in the industry and it's appropriate applications for patient's prescriptions and lifestyle needs.
Ensure that all patients receive the assistance they require through providing excellent customer service.
Demonstrate a high level of professional competence and problem solving skills to effectively manage patient enquiries and complaints.
Uphold the principles and professional standards of our optometry practice as reflected in our Vision and Mission Statements.
1. Customer Service Orientation
2. High Level of Sales Ability
3. High Level Communication Skills
4. High level of Professionalism
5.Team Motivation and Leadership Skills
6.Quality Orientation and Excellent Product Presentation
7. High Standard of Personal Presentation
8. Analysis/Problem Assessment Skills for Customer Complaints
9. Detail and Task/Achievement Orientation
Key Result Areas
Management of the day to day operation of the practice.
Management of the routine daily tasks and staff within the practice including the regular upgrading and backing up of practice computer systems.
100% adherence by all staff to Practice Policies and Procedures Practice runs efficiently.
Computers backed up daily.
Virus programs up to date
Other programs kept up to date
Practice presents a competent and professional image to the public.
Complete banking and accounts/receipting as determined by policy and procedure
100% accuracy in banking and accounting/receipting
Policy and Procedure followed
Ensure confidentiality of patient information in all aspects of the practice operation.
Ensure security of the practice during normal operations and when closed.
No security breaches, alarm always turned on when practice closed.
Practice procedure followed by all staff 100 % of the time.
Undertake regular maintenance checks of practice building
Checks performed quarterly and maintenance report submitted to Principals
Required maintenance is done
2. Provide effective financial control of the Practice
Implement sales targets for frames, lenses and accessories that link into the main budgets and total sales goal.
Targets set and given to staff by 1/10/04
Implement expense budgets that link into the main budget
Targets set and given to all staff by 1/10/04
Monitor and provide timely reports, written and verbal to the Business Manager and Principal as requested.
Targets monitored (weekly, monthly, quarterly) Reports provided to Principal weekly and monthly.
Forward invoices/statements received by the practice to Parkes as determined by policy and procedure
Invoices etc forwarded promptly on a weekly basis to bookkeeper for entering into MYOB.
Manage Practice debtors to maximise cash flow position.
Cash position improved and patient client trial balance kept below $6000.00 each month.
Key Result Areas
3. Develop a Practice Marketing Plan.
Develop a Plan for approval which includes strategies to achieve the goals determined by the Principal; increase $/unit sales per client, attract new patients and retain old ones. Work in conjunction with Management to develop/refine a plan.
Plan revised/developed by end of July.
Plan agreed and signed off by thePrincipal by the required time.
Practice newsletter produced quarterly.; Feb, May, July and Dec. to be distributed with industry newsletters.
Newsletters included in all recalls and patient purchases.
Participate in the development of a Marketing Plan with the principal and other staff as required.
Measurable increase in practice sales income as the business grows and marketing initiatives are implemented.
4. Manage practice stock and inventory levels to ensure targets and range requirements are met.
Set practice stock levels in conjunction with other management and maintain as required by policy
Coordinate and arrange for stock revisions with suppliers and do stocktakes as required
100% compliance with policy & procedure
Stock takes conducted twice a year
Return/swap over older stock in practice to maintain currency.
Collated stocktake figures provided to Business Manager
Monitor purchases of stock to conform to set stock levels, categories and practice budget.
Discuss stock requirements with manager so that frames needed are ordered.
100% compliance with budget and set stock level categories.
Appropriate selection of stock in dispensing area to suit patient profile of practice
Return all slow moving and expiring stock for credit and make notation for returns so credits can be tracked accurately
Returns made and credits listed entered into returns book and info forwarded to bookkeeper as per policy.
5. Provide accurate and timely invoicing and money handling
Invoice patients for all consultations and optical appliance orders as soon as practical prior to ordering.
Collect min. 30% deposit on all jobs prior to ordering.
Collect full payment for consultations at time of service and for optical appliances as services are delivered.
100% of the time provide the patient with an account on completion of dispensing
Deposits taken in all instances before jobs ordered.
100% of jobs paid for on collection.
100% achieve debtor targets as specified
Key Result Areas
6. Assist patients with selection of products to ensure needs are met and sales are maximised
Maintain a current knowledge of available products in frames, sunglasses and accessories.
Advise and assist patients with selection of frames, lenses and/or contact lenses appropriate for their personal needs and fashion preferences.
Practice Lifestyle dispensing.
Up-to-date knowledge of frames, sunglasses and accessories maintained
Patient needs identified and accurate and professional advice and recommendations given
Knowledge of preferred styles of frames to suit shape of face, hair colour, age, lifestyle, occupation and personality.
7. Ensure the practice provides high quality, efficient and timely laboratory services.
Completion of patient jobs in computer and resultant supplier orders.
Verify quality and accuracy of all lenses received from laboratory by 11 am if possible
Contact laboratory regarding lens order that did not arrive on expected day of delivery then notify patient of the delay.
Accurately and efficiently complete all orders for spectacles as early as possible each day.
Where lenses and frames are both available, complete jobs, check, clean and package ready for collection then notify patients promptly by telephone.
Accurately and efficiently complete all repairs and adjustments while patient waits or as soon as possible
100% of jobs ordered immediately the deposit is paid.
Quality and accuracy testing of all lenses completed by 11 am from morning courier delivery
Lab contacted within 1 hour of order arrival
100% of jobs completed when patient comes to collect their job.
Orders completed by lunchtime.
Patients notified by 12 noon and times arranged for pickup.
Jobs completed before lunchtime each day and patients notified their jobs are ready
100% of requests for repairs and adjustments completed asap.
Advise patients promptly of appliances that are ready for collection or of any delays beyond what was promised. This should be kept to the very minimum.
100% of patients contacted by telephone on the day when jobs are ready to be collected
Service and product quality.
Oversee quality control of retail product to patients.
100% elimination of returns and complaints
Ensure that all products leaving the practice meet the highest standards for quality.
Minimise lens remakes as is
100% of patients happy with their purchase.
Follow-up call/happy letter sent to patients to ensure they are happy. Ensure all complaints are dealt with
Key Result Areas
practice policy - get it right the first time.
Attend professional development courses to improve current knowledge of optical products, sales, business management and customer service.
Follow practice procedures when clients are having problems with their spectacles or contact lenses.
Practice excellent customer service principles.
All staff attend at least one profess. Development course a year.
9. Maintain supplies of stationery and information materials
Order supplies of stationery (paper & envelopes) when supplies run low.
Attend to bulk photocopying of office forms and brochures.
Stationery levels checked monthly.
Immediate ordering of stationery when levels are low to ensure 100% availability of forms and brochures.
Manage patient relations - referrer and community.
Represent the practice in a public relations capacity at local functions when delegated.
Functions attended as required or requested by Principal.
Provide information to relevant community groups and persons
Contact list maintained
Contact made quarterly with Drs
Build relationships with clients to ensure patient loyalty.
80% retention of patients aimed for.
Referrals by patients of others to the practice.
Other responsibilities common to all staff members
- Ensure efficient and customer focused reception functions.
- Ensure the excellent practice appearance.
Greet patients and visitors in a bright, friendly manner and promptly ascertain the reason for their visit.
Book patients for appropriate appointments consistent with office schedules and practices.
Advise patients booking in for full consultations of full fee and changes to Medicare.
Answer patient queries wherever possible.
Answer incoming calls in a bright, friendly manner.
Redirect incoming calls to appropriate staff or ensure accurate messages are written down and forwarded to staff member promptly.
Immediate attention or acknowledgement of customers upon entry to practice (in 30 secs)
Polite/friendly attitude towards patients at all times
Prompt answering of phone as specified in Policy and Procedure
100% compliance with Appointment Procedures
100% accuracy in advising patients of charges
Answer patient queries only within your area of expertise. Refer to Optometrist for clinical questions
Telephone always answered according to correct practice procedure.
100% accurate message taking and delivery to recipients
Provide refreshments to patients if their stay may be prolonged.
Present for work well groomed and professional in appearance to give a good first impression to patients.
Attend immediately to any areas of the practice that need cleaning
Inform Principal of any matter where a patient was less that optimally satisfied with the service, money or time was wasted or a dispute has arisen with another staff member.
Advise Principal of news heard outside the practice that may affect any aspect of the practice
Refreshments provided as appropriate
Staff grooming and appearance Immaculate and professional.
Practice appearance immaculate - clean and tidy so as to present a professional image to all customers.
Incidents reported and recorded the same working day as occurrence
Issues handled as per policy and procedure
Accurate information conveyed in timely manner to Principal
BIBLIOGRAPHY.Bartam, T. Employment and the Law, Pro Vision Management Course, Module 3 2004.Brass, C. "the Language of change HR and TQM in context" HR Monthly , Feb 1992, p11.Efrat, Z. "Straight Talk about Job Appraisals", Management. Aug 2004. pp 20-25.Nankervis, A; Crompton, R and Baird, M. Strategic Human Resource Management , 3rd ed, Thomson Pub. Melbourne. 1999Rowe, B A; "Are your employees an investment or a cost?" Management Review, Vol 15, no.5 July 1990, p5.Stone, R. Human Resource Management. 3rd ed. John Wiley and Sons. 1998. BrisbaneStorey, J (ed.) New Perspectives on Human Resource Management , Routledge, London 1991, pp19-40
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