Visionomics

Charging for Services

Visionomics®, a series of COPE- and ABO-approved business-building courses, will be held at this year's International Vision Expo East and International Vision Expo West shows. The courses focus on strategies for assessing and maximizing practice profitability. In this series of articles, Eyecare Business—the official trade media partner for Visionomics—will feature some of the program's speakers.

This month, Mark Johnson, director of optical services at Virginia Eye Institute, headquartered in Richmond, Va., discusses charging for services, which he will address as a panelist in the course, “From Print to Practice: Fee Structures for Non-Patient Services” at Vision Expo East.

With the increase of online optical retailers and online contact lens sales, the three Os are giving away or not properly charging for services that only benefit these retailers. Combined with decreasing reimbursements from insurance and the rise of cost of goods, giving away services can be devastating to a practice.

FREEBIES

It has always been normal for our offices to perform minor repairs and adjustments at no charge to anyone who walks in off the street. We do this for good reason, as we take the opportunity to provide great service and supply a small part at no charge in an effort to gain a new, loyal patient/customer.

ADDITIONAL FEES

Many practices are charging $25 or more for PD and seg height measurements. I heard of one charging $175 for this.

Currently, my practice charges $25, and we explain that we will gladly adjust the fit and inspect the product when they receive it. Of course, they will be told we cannot be held responsible for any breakage during adjustment and that he or she assumes all risk for frame fit.

VALUE OF SERVICES

Many consumers ask why we have the charge. This gives us a great opportunity to explain the benefits of filling their Rx with us. We also explain that when they purchase from us, the purchase goes to the cost of many different things, such as the service we provide and the frames on display for try-on. Many consumers appreciate these points and have changed their decision and purchase with us.

We need to work together to send a positive message about our industry and its professionalism. The ever-changing retail industry is now forcing us to think of this as a new category of services that we charge for, because there is tremendous value to everything we do.