August 12, 2015
Three experts share simple strategies to increase the profitability of your optical dispensary in frames, ophthalmic lenses and contact lenses.
Simplify Lens Options, Increase Premium Lens Sales
Going Deep Into a Brand
CL Annual Supplies: Save on Transaction Costs
Laurie L. Sorrenson, OD, FAAO, of Lakeline Vision Source in Cedar Park, Texas, went against conventional wisdom in presenting progressive lens options to her patients.
She jettisoned the good-better-best options in favor of just good and best. Good news: She found that the 80 percent of patients who had been selecting the better option (the safe option in the middle) tended to gravitate up to the best lens option, which commands a premium price. Her PALs profits increased by 38 percent.
ACTION POINTS
MAKE IT SIMPLE FOR STAFF. Even newly hired opticians do better with having fewer options to present.
MEASURE DIGITALLY. Insist that opticians utilize the digital measuring device every time.
FOLLOW-UP. Check to make sure lenses are being presented properly and that digital measurements are being taken each and every time.
Evan Kestenbaum, MBA, of Optix Family Eyecare in Plainview, NY, and CIO of GPN, producer of The EDGE benchmark and tracking system, recommends going deep into a specialty frame brand in order to succeed with it.
ACTION POINTS
DISPLAY ADEQUATE NUMBER. A dispensary should display a collection of up to 40 frames of a specialty brand.
BE SELECTIVE. Having 20 of the best styles within that brand is better than 40 different styles.
STOCK COLORS. Stock a variety of colors in the most popular styles to build sales.
Capturing annual sales of contact lens supplies makes sense for a host of reasons, advises Gary Gerber, OD, of The Power Practice. One practice advantage often overlooked: transaction costs are reduced. Staff avoids the time-consuming interruptions of patients coming in monthly or quarterly to renew the CL supplies they could automatically fill annually.
ACTION POINTS
PROMOTE ANNUAL CL SUPPLIES. Patients are more compliant, practice improves margins.
COMPUTE TRANSACTION COSTS. Staff time filling CL Rxes adds up: compare the process monthly vs. yearly.
USE TIME WISELY. Interruptions can cost you more profitable sales.
Laurie Sorrenson, OD, FAAO, is president of Lakeline Vision Source in Cedar Park, Texas. To contact her: lsorrenson@gmail.com.
Evan Kestenbaum, MBA, of Optix Family Eyecare in Plainview, NY, is chief information officer for GPN, creator of The Edge. To contact him: evan.gpn@gmail.com
Gary Gerber, OD,, is Chief Dream Officer at The Power Practice The Power Practice in Franklin Lakes, NJ. To contact him: info@powerpractice.com
