Jay Binkowitz, president of GPN: maker of The EDGE, says the appearance of your office sends messages to patients that either increase or decrease their trust in your practice. Define your practice through positive visual signs, not through messiness or neglect. In displaying eyewear, avoid trinkets and signs that cheapen product. Rather, display luxury eyewear in an attractive way that the brand deserves. Staff exercise: Have staff visit other practices and ask, “Would you buy eyewear there?” ROI will come when you take positive steps to deliver a great look’n’feel–in the minds of your patients.