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Optometry Australia recently spoke with Elise Pocknee-Clem and the optometry group at Eyre Eye Centre to gain insights into the role of financially focused KPIs in optometry practices.
Prioritising patient care over financial KPIs
According to the group, success should not only be measured in financial terms but by the quality of patient care delivered. They maintain that while financial KPIs can drive business profitability, an overemphasis on numbers can compromise patient care and job satisfaction. Instead of using a rigid set of financial KPIs, the practice focuses on core values such as quality optometry care, professionalism, teamwork, honesty and continuous education.
Individualised KPIs and alternative performance measures
The team recognises that KPIs are not one-size-fits-all and that individuals may respond differently to performance metrics. What motivates one employee may not work for another. Therefore, instead of applying uniform KPIs, performance measurement can align with individual strengths and motivations.
Alternative approaches such as benchmarking with industry standards, continuous professional development and strong internal communication are used to maintain financial health without compromising the patient experience. The practice also values regular informal check-ins and peer collaboration to ensure staff remain engaged and supported.
The role of KPIs in our practice
The optometrists at Eyre Eye Centre acknowledge that the need for KPIs varies depending on the practice – in practices where team members interact closely, there is an intuitive sense of how the business is performing.
Informal check-ins and direct engagement with staff are crucial indicators of practice success. Sitting in on consultations and maintaining open communication allows for a deeper understanding of patient experiences and employee wellbeing.
Measuring success beyond financial metrics
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While Eyre Eye Centre does track financial growth, recall success, new patient acquisition and staff retention as broad indicators of business health, these are not the sole measures of success. The team emphasises that when employees are happy and engaged, the practice runs smoothly, patient retention improves and the business naturally thrives.
Their philosophy underscores a balanced approach: financial KPIs can provide useful insights, but true success in optometry lies in delivering excellent patient care, fostering a positive work environment and ensuring that employees feel valued and motivated.