retrospectives

Private Label Pros and Cons

A timeless topic from November 1986

In November 1986, EB asked several of the country’s leading contact lens practitioners whether or not they believed private labeling to be a viable marketing tool for contact lenses and contact lens solutions. Here are a few responses.

COMPETITIVE TOOL

“It's one way to compete with not only drugstores and supermarkets, but optical chains and optical super-stores as well. The patient is tied to the practice, and gets replacement lenses, solutions, and eyecare only at that practice.”

— Wayne Cannon, OD, Contact Lens Clinic of South Carolina, Columbia, S.C.

PERCEPTION

“Private labeling makes dispensers look like they have something that no one else has, and that's not necessarily the case.”

— Michael Feldman, OD, Contact Lens Center, Lynbrook, N.Y.

BACK FOR MORE

“From the standpoint of the patient, private labeling of contact lenses is and will be a necessity.

With private labeling of contact lenses, patients are returned to the practice again and again, meaning closer monitoring of the eyes by the clinician—a situation that favors everyone.”

— Barry Farkas, OD, New York City

BRAND POWER

“Some patients might be impressed, but it would seem that many more patients would desire a well-respected name in contact lenses rather than lenses with the doctor's name or initials or logo on them.”

— Irving Arons, optical industry analyst, Arthur D. Little

NOT SO FAST

“I don't feel that private labeling of contact lenses is particularly significant at this point. The field is changing rapidly, it's true, but I'm not sure the situation is as unique as those practitioners getting into private labeling hope it is.”

— Tom Appler, Clark-Appler-Loeber Opticians, Baltimore

PENNY PINCHERS

“Patients tend to search out the most inexpensively priced solutions, which are often incompatible with their lenses. The result often can be a toxic reaction.”

— Melvin J. Remba, OD, Los Angeles

ON THE FENCE

“We have nothing in the works at this time, though we have discussed the topic. On the plus side, it would be hard for patients to go elsewhere if we prescribed private-label lenses for them. On the negative side, patients may not feel that the Michalos-Cook lens is what they want, opting more for a brand-name lens.”

— Phillip Michalos, OD, owner/operator of three optometric practices in Cleveland