retrospectives

Small Town Attitude…

A timeless topic from February 1990

Exactly 21 years ago this month, EB profiled a number of smaller-town practices. The article, entitled, “Small-Town Practices, Big-City Promises,” focused on the successful strategies several suburban and rural optometrists and opticians used to beat out their urban competition.

Here is what they had to say about competing with big-city practices.

STICKING TOGETHER

“A network of independent dispensers helps each other out by trading displays, frames, and services. By sticking together, we can survive against commercial eyecare. We offer something it can't—consistent, personalized service.”

—James Miller, EyeClass Optical, Humble, Texas

KEYING IN

“It took a full-time employee three months to enter patients' names and addresses on the computer system,” but Dr. Bedell credits most of his success to “keeping in touch.”

—Richard Bedell, OD, Bettendorf, Iowa

TARGET MARKETING

“I have to target market to ensure that my patients stay with me rather than travel to a more commercial establishment. My newsletter lets people know we have a wider variety of products and services than they think, and for reasonable fees.”

—Gregory Gachowski, Tupper Lake Eyecare, Tupper Lake, N.Y.

BONDING PROCESS

Patients want to do what is best for their eyes, but they must first understand their vision problem. By advising each patient in the exam room how best to fill his or her prescription, the patient is involved in the exam process. This always creates the bonding necessary for patient loyalty.

—Douglas Elkholm, OD, East Lansing, Mich.

SENSE OF HUMOR

“When…customers are so into metaphysics they bring in their crystals to help them decide on eyewear, it helps to have a sense of humor.”

—Sharon McMillan, Caroline Strange Opticians, Santa Fe, N.M.

TRAFFIC REPORT

“We counted the cars that drove down every street and noted the time before we made the decision on where to build. Still, you never know. You have to calculate everything conservatively and ask yourself, ‘Could I survive if…?’”

—Debra Lockwood, OD, Traverse City, Mich.

CO-OWNERSHIP

“Normally, the integral person in your operation, the optician, can always go somewhere else. Equal ownership makes the business an emotional and financial commitment. It's the perfect marriage.”

—Phillip Montgomery, OD, 20/20 Vision, Kokomo, Ind.

DELIVERY TIME

“My real competition is commercial eyecare, and I want to differentiate myself from them as much as possible.” As a result, Vanderhoof says he doesn't worry about price discounters or promote one-day service.

—Bob Vanderhoof, Agawam Optical, Agawam, Mass.

SAFETY EYEWEAR

Dr. Markham literally “finds patients under rocks.” Every other week, he visits a mine in Bagdad, Ariz., to examine and fit safety glasses for those who work there.

—John Markham, OD, Prescott Vision Center, Prescott, Ariz.