The Challenges of Rural Optometry

Recently, I consulted in a rural area of the country.  I had the opportunity to work with multiple doctors, in multiple offices, in multiple cities. 
 
As I traveled home, I had time to reflect on the unique challenges of practicing in the rural corners of our country.  While some challenges are common, it appears that these areas have their own particular obstacles to overcome. 
 
I found 3 challenges that rural practices face most. 
 
First, the social-economic realities affect day to day practice.  Rural areas, on average, offer their citizens lower wages, and the fall out affects health.  Obesity is high.  Diabetes is high.  Blood pressure is high.  Eating habits are poor.  Exercise is low.  This, of course, is not the story for every patient, but rural areas of the country face these challenges more than others.  That’s means that all the eye-related issues from the health concerns above are rampant.  And while Optometrists love to care for the issues, patients taking them seriously is not always the case.  Doctor frustration rises with each passing appointment.
 
Second, Medicaid patients are more prevalent.  And while caring for these patients is a privilege, Medicaid patients don’t have a great reputation for keeping appointments.  Because of this, many OD’s double and triple book Medicaid patients.  Some, don’t even schedule them.  They just tell them to come in, and if they show, great.  If not, okay.  Of course, many Medicaid patients take their eye health seriously and are conscientious about keeping appointments.  But that is not always the case.  As a result, appointment books swing from overbooked to empty.  
 
But perhaps the biggest challenge is the third one:  finding, keeping, and paying quality staff.  In a day where I was supposed to interview new employees, I was shocked.  I had over 50 resumes.  I personally called 12 potential interviewees.  I scheduled 10.  Only 3 showed after agreeing to a particular time.  And we only found one semi-decent candidate.   The doctor admitted that this was common, as did other OD’s in other towns.  Additionally, keeping good staff is just as much of a challenge.
 
So, as you practice, or consider practicing in a rural areas, these are going to be 3 challenges that continually pop up.  In our next post, we will address some actions to treat the symptoms of rural, optometric practicing.
 
Resources for staffing and increased sales can be found in our Prosight Success System.  Additionaly, download “The 7 Essentials of Profitable Eye Care” for free if you would like to begin moving your practice towards greater profitability.  Check it out, and let us know how we can help further.
 
Gordon Duncan
ProSight Success System