Focus On Low Vision
Ten ways to aim high
By Erinn Morgan

Low vision is a difficult business. Many eyecare professionals cite it as a low profit area that is also time consuming. Still, low vision is a growing niche that can be fulfilling. Since many doctors and retina specialists who treat low vision patients do not offer the products and vision aids their patients require, a number of other eyecare professionals have made them a part of their offerings.

"I became increasingly frustrated that optometrists and MDs would not engage in an active manner in low vision," says John Palmer, owner of Magnifying Center, 30 locations in Florida focused specifically on low vision.

So Palmer, who has been working with low vision patients since 1988, opened the first Magnifying Center in 1992. "People are still real consumers, even if they are living in a world of darkness--they deserve the help everyone else gets."

With the right approach, low vision can be a successful part of a dispensary. "It is a good practice builder that helps to distinguish your business," says Bill Rusin, optician at Security Optometric in Binghamton, N.Y. The key is to reach out to this community.

Creating a comfortable shopping atmosphere can help dispensaries become favorite destinations of low vision patients

Here, we present the top 10 ways to build your low vision business.

Build referrals and word of mouth. Creating strong relationships with area ophthalmologists and retina specialists ensures increased low vision referrals. "We have a good relationship with the local retina doctors, through whom we get 80 percent of our referrals," says Dan Milam, owner of Milam's Optical in Nashville, Tenn. Additionally, those patients who have had a positive experience at your dispensary will pass the word along to other low vision patients as well as friends and family.

Get involved with state and vision agencies. At Security Optometric, Richard Hobart, OD, is certified to do low vision evaluations for the state and The Blind Work Organization, a private agency that employs visually handicapped people. These affiliations provide the practice with the majority of its low vision referrals.

Provide a retail experience. Visually impaired customers are still consumers who enjoy shopping. "Our mission is not to deny them a retail experience just because they've lost their vision," says Magnifying Center's Palmer. "We offer them a wide variety of products and a compassionate salesperson to instruct them on how everything works. We empower them to use the power they have."

In return, Palmer says some of his customers have become regulars. "They love hanging out at the stores--if they go away up north and come back to Florida, they say, 'I want to go to the Magnifying Center.' They treat us like their favorite restaurant."

	Stopping in at retirement homes can build good community relationships PHOTOS COURTESY OF ESCHENBACH

Create a comfortable atmosphere. To put customers at ease, some specialists choose to decorate the low vision areas in a homey manner. "We have a personal setting as opposed to a clinical setting," says Rusin. "We have it set up with lamps and pictures on the wall."

Get media coverage. One of the best ways the Magnifying Center has found to promote its services is public relations. "The marketing strategy that works for us has been getting the word out through the media," says Palmer. "We have worked with the local health reporters to do reports in every city or town near an opening."

Advertise your services. A more traditional approach to getting the word out into the community is through radio, television, and print advertising. "We are running an ad on TV," says Rusin. "That has been running for about a year and has worked well. It was developed to promote the practice and our low vision specialty."

Reach out through presentations at retirement homes. Taking your show on the road will help low vision patients get to know the products and services available to them. "There are so many affluent, active, and intelligent people there who want to be educated," says Palmer. "It's really worth it, because once you get on their good side, they are committed customers."

Offer good products and a trained staff. An excellent selection of high-quality products will serve your customers and build upon your reputation. Because of its large buying power, the Magnifying Center has products manufactured to its own specifications. Additionally, Palmer trains his staff to keep them educated and up-to-date on the latest products and innovations. "Every store has a manager trained centrally through an institute at our main office," he says.

Get involved in the community. Aligning with local organizations and charities will help your low vision business grow roots. "I have donated used equipment to local groups and have received positive recognition for that," says Palmer.

Be inventive and unique. Thinking outside the box with promotions and programs will work to your benefit--and your personal satisfaction. For example, Palmer is in the process of producing and funding a TV show for visually impaired people with the Vision World Foundation called "Cooking Without Looking."