RETAIL OPS

Winning the PD Battle

How ECPs pull off the tug-of-war between “release” and “don’t release”

in today’s world of online eyewear sales, ECPs are often asked to give patients their PD measurements along with the Rx, presumably so they can buy eyewear elsewhere. Do you release the measurement, only to lose a sale to another retailer? Or do you release the measurement as part of your expert exam results?

YES

If a client insists on taking their optical measurements with them, what can you do?

D. Penn Moody, O.D., of Moody Eyes in Indianapolis, explains why he lets the measurements walk. “We provide whatever measurements they want,” he says. “When the request is made, I believe we’ve lost one opportunity and can lose another one” if the patient decides to go elsewhere for future exams.

“Once a patient decides to go online or to another retailer, they are lost,” he explains. “Charging them for services only confirms what they’ve already decided: that the doctor is unreasonable. We tell people, ‘I’m not mad at you. It’s America and you can shop wherever you choose, but I’m disappointed because we are here to serve all your vision needs. We’ll be glad to provide whatever you want us to do, so we hope you’ll come back.’”

While some ECPs feel that releasing optical measurements may constitute a liability should the patient be unsatisfied with his future eyewear, but others feel that the final liability lies with those who fabricate the eyewear.

In many states, whatever is written on the patient’s Rx must be given to the patient—in writing—upon their request.

“If the PD is written on the Rx by the physician, it becomes part of the patient record and should be turned over to the patient,” explains Brad Main, a consultant with decades of experience in optical. “If a dispenser or technician takes a PD measurement, that, too, should be turned over to the patient. However, that’s not always the case.”

Main emphasizes that this yes/no battle is for PDs only. It does not apply to seg height, OC’s, and fitting measurements, which are specific to a frame. He suggests that stores not take those measurements for outside eyewear not purchased from them.

NO

Many ECPs feel, however, that if the “no” answer is backed by solid reasons and is thoroughly explained to clients, a sale may be actually be salvaged.

Nate Ogura, owner of Eyes on Freemont in Seattle, opines that each measurement request can be turned into a discussion about why personalized service from his opticians is best.

“Each instance is unique,” Ogura says, “but let’s say someone asks for a PD. We say, ‘sure, is the place you’re buying your glasses going to properly place the OC height?’ Chances are if it’s an online retailer, they haven’t heard of an OC height, which enforces our value as a skilled optician.”

MAYBE

Main has a suggestion for dealing with the PD request that will appeal to clients’ pocketbooks while fixing a problem and reaffirming the value of a brick-and-mortar optical business.

If you release the measurement and the customer comes in with eyewear from an online retailer and is unhappy with it, he suggests making new, correct eyewear for customer and discount whatever they originally paid online.

Face-to-face cannot be replaced, and Ogura’s business has also found a way to personalize a client’s experience by building a relationship beyond eyewear.

“We always try having as much personal interaction with a customer as possible,” Ogura says. “We talk with customers about as many things not-about-glasses as possible. We feel the more interaction we have with customers, the more they’ll be likely to choose us as their go-to for glasses.”

Our experts agree that it’s wise to have a PD release policy in place in your optical, but one that still allows some wiggle room if necessary.

“Having a measurements policy in place provides better control while making it clear that our services are valuable,” explains Main.

Ogura agrees: “Every time somebody asks for a measurement, it’s a chance for us to champion our opticians and their skill set.”

Doing better business by providing the best for each client is vital, but so is maintaining the business’ structure and integrity.

— Karlen McLean