last word

How ECPs Are Winning Against the economy

By Karlen McLean, ABOC, NCLC

Lower per-sale revenues hitting your practice these days? It often pays to be like the fabled willow and bend, rather than be solid like the oak and break. Do what these practitioners do: Remain flexible to combat profit leaks.

Roxanne Slancik, optical department manager, Andersen Eye Associates, Saginaw, Mich.:

Most of our patients are cutting back on what they're willing to spend on eyewear. Many of our patients have already lost or are losing their vision benefits soon.

The higher cost of free-form lenses is a major concern to patients, so they rarely upgrade to fully customized free-form lenses. We do well with entry-level digitally surfaced PALs. Our non-adapt rate is only one to two percent and we fit over 50 percent of our multifocal patients with PALs.

Edwin Y. Endo, OD, private practice, Aiea, Hawaii:

We don't charge for adjustments or general repairs for existing patients. We offer an eyewear care kit with high-end eyewear purchases.

We have a recycling program where, if a patient turns in their old glasses, we donate the glasses to organizations that assist the needy and give these altruistic patients up to a $50 discount toward their noninsurance eyewear purchase. When patients refer someone to our practice, we offer incentive gifts.

Susan Smith, LDO, Vision Specialists of Longwood, Longwood, Fla.:

In doing a comparison of net sales dollars in the dispensary, 2009 is up every month across the board so far this year. About 25 to 35 percent of patients now don't want to spend outside what's covered by their vision plan (that means that 65 to 75 percent still do).

We are planning to implement a charge to patients who want measurements to purchase eyewear online. Zenni Optical online has been taking some of our business—approximately two percent—as they advertise on talk radio in our market area.

We don't want to lose the exam business and feel it's a catch-22. EB

TRACKING Tips

Track optical sales to determine when to take advertising and marketing action.

When Vision Specialists of Longwood compared 2006 through 2008, slower months were consistently March, June, October, and November. December is a good month due to people using end-of-year insurance benefits.

Marketing tips: March: Spring sports eyewear promotion, "Beat Your Opponent;" June: Early back-to-school campaign, "Beat the Rush;" October and November: Winter sunwear promotion, "Beat the Glare."

Edwin Endo, OD, experiences seasonal surges in his practice's business during June, July, and August, and also during December when people utilize flexible spending dollars. The practice's down months are October and November.

Marketing tips: October and November: Seasonal sales (product markdowns and percentages off) and holiday gift promotions.

Both practices may further ramp up their December sales by advertising directly to patients and employees of health plans they accept to "spend your flex-care on eyewear."