Jason Carruthers, RO, FCLS(C), with a patient he acquired through advertising for Ortho-K services. He says that advertising specialized services is a better investment than advertising eyewear for sale and competing with giants like Lenscrafters and Zenni.
Alternative to focusing on traditional eyewear sales for optometrists
By Jason Carruthers, RO, FCLS(C)
Nov. 13, 2024
In 1941, Ralph Ewing, OD, received his optometry degree from the University of Houston College of Optometry and began practicing inside Shaw’s Jewelers, known as “Texas’s Greatest Jeweler.”
To establish himself and his practice, Dr. Ewing advertised in the local newspaper, encouraging readers to see him for a “complete eye examination” and “glasses on credit,” especially if you were involved in “war work.”
Back then, Ewing didn’t have to worry about Costco or the internet. He could hang a shingle, do a little advertising and enjoy a fully booked calendar.
The Key Players Offering Your Patients Alternatives
Today, the eyeglass market is a lot more competitive.
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You have big-brand opticals like Lenscrafters and Pearle Vision
Big-box opticals like Walmart and Target.
Big-internet opticals like Clearly and Zenni.
Not to mention optometry chains and private equity groups.
The Key Numbers on the Advertising You’re Up Against
Lenscrafters alone spends “under $100 million” a year on advertising. 1
A quick look at Facebook’s public transparency page shows that 97 people are currently managing 520 ads on Lenscrafters’ Facebook page. What chance does your advertising have against that?
With 45,000 physical eyeglass retailers in the U.S., the market is a bloody red ocean of fierce, price-based competition from well-entrenched market leaders. And it’s only going to get tougher. If you want to sell glasses today, you’re entering a battle where you are outnumbered, outflanked and outgunned.
Case Against Making Your Profitability Dependent on Eyewear Sales
Yet, many optometrists still make the majority of their income selling eyewear. No other healthcare practitioner faces this level of competition for their main source of income.
If you’re an established practice, you only have to worry about maintaining your ground. But if you’re a cold-start, how do you get new patients?
You aren’t trying to convince people to wear eyeglasses. They’re already wearing them. You need to take market share from a competitor. But a frontal attack will be a weak hit to a heavily armored enemy.
Jason Carruthers, RO, FCLS(C), with an Ortho-K lens. He says that providing a specialized service like Ortho-K gives a small, independent practice a niche distinct from most large competitors.
Specialized Services Like Ortho-K are a Better Bet
You need to outflank the defender and attack them where they are weak.
You can do this by offering orthokeratology (Ortho-K), for example.
Ask any person on the street if they ever heard of eyeglasses and they’ll think you lost your mind. But that same person will likely be shocked when you tell them they can see without glasses and contacts, and without laser surgery by wearing vision “retainers” overnight.
This is unknown, uncontested territory up for grabs.
Is Lenscrafters, Walmart or Zenni likely to start selling Ortho-K anytime soon? Doubtful. It’s too small for them and too disruptive to their business with many barriers to entry.
Yet it can be a powerful weapon for a practitioner looking to expand. An Ortho-K leadership position can be claimed by a cold-start practice in almost any city.
The way to take eyeglass customers from Lenscrafters is not with better or cheaper eyeglasses. One way is with Ortho-K.
References
1. MediaRadar
Jason Carruthers, RO, FCLS(C), is founder of Ortho-k Launch Patient Acquisition and Orbit Contact Lens in Windsor, Ontario, Canada. To contact him: jason@orbitcontactlens.com
