What a Trip to Universal Taught Me About Running an Optometry Practice

I spent our February break at Universal Studios Florida. If you know me, I’m a theme park junkie! I love the rides, but more than that, I love the full immersion into different “worlds” and the attention to detail. As I wandered the parks, I realized theme parks are experts at creating an experience—and we can learn a lot from them. What changes, updates and ideas did I bring back to my practice (as well as a wand from Diagon Alley)?

THE EXPERIENCE DOESN’T START AT THE GATE

At Universal, the experience didn’t start when we presented our tickets. It was way before that. As soon as we booked our trip, we started receiving emails about tips and tricks to make the most of it. We used the app to plan our day, monitor wait times and browse menus. By the time we arrived, we already felt like we knew where we were going.

In most practices, the experience often starts at the front desk. That’s too late. The first impression of your practice starts way before! Do you offer online scheduling, or do patients have to play phone tag to schedule? Do you have transparent pricing on your website, or do patients find out their costs when they arrive? Do patients know what to expect before they arrive at your practice?

Try this next week: Look at your confirmation emails and texts from a first-time patient perspective. Are they clear, helpful and confidence-building—or just information overload? Is your website concise and easy to navigate? How many times does the phone ring before someone picks up?

FINDING YOUR WAY SHOULD BE EASY

Epic Universe is incredible in so many ways, but what really stood out for me was how well they managed the flow of guests. Signs were everywhere, portals made it easy to navigate each “world” and sight lines made it clear to know where you were and where you were going.

If I were to enter your practice, would I know exactly where to go and what to do? Can patients navigate where to go at every step of their journey, or are they wandering around looking for the bathroom or exit?

After my trip, I looked closely at my office. When a patient first walks in, are they confused about where to go or what to do next? Is the patient flow optimized for efficiency, or could we do better? And our sight lines—are we being intentional about what’s visible to patients?

Try this next week: Walk through your office silently and follow the path a patient would take. If something feels unclear or cluttered, fix it.

NO ONE LIKES TO WAIT, EVEN AT HOGWARTS!

Waiting in line at a theme park during February break is inevitable, but Universal tries its best to make them enjoyable. Interactive elements, themed storytelling and an immersive experience make the wait times feel like they are moving faster (even when they top four hours).

Optometry clinic waiting areas? You’ll often find mismatched, outdated furniture, old magazines and blank walls. Then comes the wait. A big source of frustration from patients. While most of us expect to wait for a short time, the unknown can make it feel even longer.

Try this next week: Add a small educational or entertaining touch in your waiting room—short videos, a “what happens next” sign or tips about lenses and eye health. Is the doctor running 15 minutes behind? Let the patient know! Just like the Universal app shows expected wait times, letting patients know how long they will be “in the queue” can ease frustration.

EVERY TEAM MEMBER IS ON STAGE

Theme park employees are on stage when they are in public areas, and not just the characters. From ride operators to custodians, every team member knows the type of attitude and vibe they are supposed to deliver. They know they are supposed to be friendly, helpful and go above and beyond in every interaction.

Do we expect the same of our team members in our practice? It’s not just the doctors who have to deliver excellent care with great communication. Every person on our staff must deliver a consistent experience, no matter their role. Everyone should answer the phone with the same tone, technicians should use similar verbiage to describe testing and opticians should be well-versed in presenting options to patients consistently. A patient’s experience should be consistent, no matter who they work with or what day they visit.

Try this next week: Ask three team members to describe your practice to a friend. If answers vary wildly, you’ve got work to do. Role playing also works well here for all job roles!

BE UPFRONT AND TRANSPARENT

Theme parks are expensive, but the pricing is upfront. Before you commit to the trip, you know how much you will be paying for tickets, upgrades (Express passes) and food—all easily accessible on the app or website.

In optometry, unclear pricing creates tension. Patients hate surprises at checkout, especially for lenses, frames or additional testing.

Try this next week: Pick one area where patients are often surprised by cost and work on tools to make it crystal clear to patients. For example, you can share exam pricing on your website, create lens bundles to simplify pricing and let patients know their exam copays and out-of- pocket expenses ahead of time.

One thing that theme parks and our practices have in common is that people remember how you made them feel. Experiences that are carefully thought through, designed and cultivated leave us happier, more engaged and ready to book that return trip.

Read another article by Dr. Jennifer Stewart here.

Read more on the patient experience here.