VISIONOMICS

Keeping Patients From Straying

YOU are the best competition against big-box and online discounters

Visionomics^®, a series of COPE- and ABO-approved business-building courses, will be held at this year’s International Vision Expo East show. 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 Neil Gailmard, OD, MBA, FAAO, discusses his course, “From Online to Mass Merchants: How to Keep Your Patients.” Dr. Gailmard is in group practice in Munster, IN, and is president and co-founder of Prima Eye Group.

Independent ECPs are facing tougher competition than ever. E-commerce and big-box discount stores have become a formidable force in the optical retail sector. If we strip away the emotion and the drama, we see that ECPs in private practice are still positioned to compete very well. The keys to keeping patients from turning to other outlets for their eyewear involve keeping your skills, knowledge, staff, and optical at the top of their game.

For more info on Visionomics, go to: visionexpoeast.com/Education/Highlights/#visionomics

ESTABLISH LOYALTY

Loyalty is more powerful than any marketing tactic. The patient has already turned to the practice for an exam, which positions the ECP and staff as the true experts. Improve every step of his experience (from initial website visit through the final dispensing of eyewear), and expand your office hours to compete with those others retailers.

WOW WITH OPTICAL

You can’t make patients buy from your office; they have to want to do it. Try some of these tips to spice up your optical floor: expand, remodel, or redecorate your dispensary; increase frame inventory (patients want choices); improve frame brands (move pricepoints up, but maintain moderate and low end as well); scour upscale department stores for merchandising techniques.

BE HIGH_TECH

Incorporate digital optical measuring systems for every eyeglass order—you can’t get that kind of precision online, and the camera try-on feature is fun and provides a great customer service. Use technology throughout the practice.

FOCUS ON NEEDS

Sales begin by asking questions about the patient’s wants, needs, and lifestyle. Everything that happens after that should reflect what you learned.

ENGAGE THE SHOPPER

If a patient is “showrooming” (writing down frame info or taking pictures), ask him questions and engage him in conversation. Let him know why you are better than the competition. Discuss warranties and “after the sale” services that are exclusively for the eyewear that you provide.

KEEP TRACK

This course will provide a better method of determining your capture rate than dividing glasses sold by number of refractions. But no matter how you do it, you must know where you stand.

THE ONLINE TREND

According to The Vision Council Internet Influence Study, the percentage of prescription eyeglasses purchased online was as follows: