first person

Five Questions for…

Jim Greenwood was recently named president and of Vision Source, one of the nation’s largest alliance groups for the optical industry.

Here, he shares his insights on the state of and outlook on the field.

EB How are alliances strategically important to ECPs?

JG Independent optometric alliances typically help practices improve profitability through a lower cost of goods, which allows them to compete with large retailers.

At Vision Source, we have a comprehensive approach that delivers a variety of solutions to our members in addition to the most compelling benefit—lowest cost of goods in the industry. We offer members a unique opportunity to regularly interact with experienced peers in their communities, educate and consult our members about marketing tools to gain new patients, online reputation management, practice and professional development, staff training, and much more.

EB What are some opportunities to grow business with an alliance?

JG Independent optometrists who are members of the Vision Source network are poised for strong growth. Notable strategic advantages that our members enjoy are the hundreds of consultants we have within our membership who help our members by sharing best practices on how to grow, and do this through regular national, regional, and local member meetings.

EB In what ways can ECPs compete on the Internet and use the technology to grow?

JG Optometrists can compete in online search rankings by incorporating search engine optimization (SEO) techniques both paid and unpaid.

Optometrists can also capitalize on the things they offer that major retailers tend to lack, such as the opportunity to showcase their office culture, managing an outstanding patient experience, local community support, and long-term relationships.

Lacking the high turnover of optical staff and corporate restrictions as in large retail organizations, independent optometrists can create patient loyalty through genuine social interactions online.

EB How do you see the future for independent ECPs?

JG We foresee strong growth and an influx of new graduates opening their own practices.

What once seemed like a daunting task, and only an option for seasoned optometrists, practice ownership by new graduates is closer in reach because of Vision Source offering a broad group of solutions, consultative approaches, operational advise, and proven optometric expertise.

EB Where are alliances changing with the times?

JG Independent optometric alliances are becoming more robust in their service offerings. Members and potential members expect to receive more than just discounted products, and are choosing alliances that offer far more years of alliance experience, comprehensive consulting to their practice and staffs, and practice management services overall that will help them grow now and in the future. EB