TOP TRENDS

A look into what's on the minds of ECPs around the country

By Stephanie K. De Long

When economic times are tough, it's important to remain open to new ideas and different ways of doing business. Before making changes however, it's also important to know what your peers are doing, how they're building their businesses, and what the core issues are for them.

To that end, here's a look at research recently conducted at Eyecare Business. It is based on responses from more than 1,200 ECPs around the country. Seven out of 10 of those respondents work from a solo location and have been in optical for at least 10 years.

As for sources of revenue, 75 percent is evenly divided among patient exams, spectacle lenses, and frames. That's a change from last year, when 30 percent of income was derived from exams, 25 percent from spectacle lenses, and 23 percent from frames. This year, sunwear sales account for another nine percent of revenue (up two percent from a year earlier), and contact lenses stay stable at 13 percent.

TOP CHALLENGES
When it comes to business challenges for 2009, the economy is at the top of everyone's list. Last year, it ranked fifth. 2009 1. Stagnant economy 2. Managed care 3. Overhead costs 4. Hiring good people 5. Increased competition 2008 1. Managed care 2. Hiring good people 3. Increased competition 4. Overhead costs 5. Stagnant economy

"We Shall Overcome"
While inventory mix is important, customer service is the key differentiator for 2009. ECPs are… 28% Stressing customer service 14% Reassessing inventory mix 11% Decreasing selection, Increasing quality 10% Increasing advertising

PURCHASING INFLUENCES

While we often read that price is increasingly driving today's consumer, our ECPs disagree.

• DOCTOR'S RECOMMENDATION. Nearly half (48 percent) say the doctor's recommendation is the principle factor in determining what patients buy. Only 10 percent say price prevails, and even fewer—only two percent—believe brand or designer name is the key motivator for most purchases.

• FROM THE CHAIR. Though respondents clearly see the doctor's role in making recommendations paramount in the product purchasing process, the only category consistently discussed from the chair continues to be contact lenses. In fact, 72 percent of survey respondents say they always discuss contact lens brands, while only 30 percent can say the same about spectacle lenses. EB

REFLECTING ON Reps
What are ECPs looking for in their reps? ■ Customer orientation ■ Accountability ■ After sale follow-up ■ Solutions, not just product

33% of ECPs surveyed predict their free-form lens sales will increase by at least five to 10 percent this year.

74% The percentage of ECPs who report returning frames to vendors is down from 92% a year ago.