New This Week
Understanding Your Cost of Goods and Managing It Well
Jay Binkowitz, president of GPN and The EDGE, explains the basics of cost of goods. He pinpoints what your cost of goods should be, and advises that monthly monitoring is critical to profitability in the optical dispensary. >>READ MORE>>
Patient Experience
Your Practice Improvement Guidepost: Patient Satisfaction Surveys
By Brian Chou , OD, FAAO
and Ronald Krefman, OD, FAAO
Survey patients regularly on everything from wait time at reception to shopping in the optical dispensary. The results can point you down the path to profits.
>>READ MORE>>
Ophthalmic Lenses
Prescribe Spectacle Lenses by Lifestyle
By Elaine Happ, OD
Match each patient’s eyewear recommendation to their individual needs. Then use new measuring technology to provide a higher level of visual performance. >>READ MORE>>
Marketing
Help Patients Get the Picture with Video Marketing
By Steve Vargo, OD, MBA
Post videos on your practice web site and social media sites to educate while promoting your services. Create your own videos—or link for free to existing ones. >>READ MORE>>
ROB Fast Fact
How Long Do Patients Wait for You After Pre-Test?
An initial screening was given with a technician prior to the full eye examination with the eye doctor for just over half (52.5 percent) of the respondents to Jobson Optical Research’s The Waiting Game report. Of those who had an initial screening, 67.3 percent were sent directly to the exam room, but 30.1 percent were sent back to the waiting room to continue to wait for the doctor.
Click HERE to read more from Review of Optometric Business professional editors Carole Burns, OD, FCOVD, and Mark Wright, OD, FCOVD, on avoiding unnecessary patient wait times following pre-testing.
In Brief
Wide Discrepancies Between Vision Care Attitudes and Practices, Says VISTAKON study
While Americans rank sight as the most important of the five senses, a new survey shows that nearly half did not get an eye exam in the past year and approximately 30 percent do not believe that taking care of their eyes is as important as other health issues. The 2012 Americans’ Attitudes and Perceptions About Vision Care Survey, conducted online by Harris Interactive on behalf of VISTAKON Division Johnson & Johnson Vision Care, Inc., tracked attitude and behavior changes among 1,000 US adults compared to 2006 benchmark data and revealed surprising discrepancies between attitudes about vision care and actual practices. >>READ MORE>>
HOYA North America Launches HOYAVision.com
HOYA Vision Care North America announced the launch of its new consumer web site, developed after a yearlong market research study to better understand how consumers approach buying premium spectacle lenses. The new site is designed to empower eyecare patients with easy?to?understand information about the latest advancements in vision correction, offering straightforward explanations about the differences between HOYA lenses and other lens brands. >>READ MORE>>
ROB Poll Results
What Most Drives Second-Pair Sales? Readers Cite Doctor’s Recommendation in the Exam Room
Asked what most drives second-pair sales, 58 percent of ROB readers cited the important role played by doctors prescribing additional eyewear in the exam room. Thirty-two percent said second-pair discounts and other marketing strategies was most essential, while 11 percent said the hand-off to opticians who reinforce the doctor’s prescription was most important.
