New This Week
Merchandise Eyewear Differently for Men and Women
Scot Morris, OD, of Eye Consultants of Colorado, merchandises eyewear according to the differing needs of male and female patients. Men seek function and performance and decide quickly on eyewear, so men’s frames are easy to spot and have signage that explains their benefits. Women, in contrast, enjoy the shopping process and are willing to hunt for the value and fashion they seek, so women’s eyewear is arranged to encourage browsing. Also, have women and men on your staff key into these differences when serving customers. >>READ MORE>>
Frames
Simplify Frames Selection with Tiered Pricing
By Larry Golson, OD
A simplified, color-coded system for pricing frames makes it easy for patients to shop—and it keeps pricing and presentation simple for your optical staff. >>READ MORE>>
Diagnostic Instrumentation
Tax Credit Can Reduce Cost of an OCT
By ROB Editors
The Section 179 tax credit can provide a significant savings off the purchase price of a major piece of instrumentation, like an OCT. To benefit, you must make that purchase before the end of the year—so plan now to save over the long term. >>READ MORE>>
Staff Management
When Filling a Position, Use Targeted, Non-Discriminatory Recruitment Language
By Pamela Miller, OD, JD
By carefully choosing your words when placing recruitment advertising and conducting job interviews, you can find the best employees for your office and avoid legal perils. >>READ MORE>>
Overall Number of Annual Eye Examinations Up–But Down Slightly for Independents
Some 103.4 million US adults had annual examinations in 2011, according to The Vision Council’s 2nd Quarter 2011 US Optical Market Overview and Outlook. That compares to 102.1 million exams in 2010; 100.6 million in 2009 and 98.2 million in June 2008. This marks a slow, but steady upward increase in annual examinations across the board, for both chains as well as independent optometrists.
However, the slice of the annual examination pie going to independent ODs has declined slightly–from 67 percent in 2010 to 66.9 percent this year.
Click HERE to read more from Review of Optometric Business professional editors Carole Burns, OD, FCOVD, and Mark Wright, OD, FCOVD, on getting more patients in your exam chair.
November is Diabetic Eye Disease Month: How Educated Are Your Patients?
Prevent Blindness America has named November Diabetic Eye Disease Month. Diabetic eye disease, caused by diabetes, is a leading cause of blindness and vision loss. Due to the high risk for eye disease, all people with diabetes age 30 and older should receive an annual dilated eye exam. For people with diabetes younger than 30, an annual dilated exam is recommended after they have had diabetes for five years.
>>READ MORE>>
FastOD.com Launched as New Practice Building Resource 
A new optometric business resource has emerged, in the form of FastOD.com. This web-based resource, which went live October 18, provides business building content in combination with live, monthly “meet-ups” in major metros where practice-building techniques are shared and discussed between attendees. Access to the site is free initially. Beginning in January, users are required to subscribe for $299 for six months or $499 for a year. Content will include marketing and positioning, finance and accounting, social media and staff management. Access to the site is free to optometry students. “We’re providing useful, tangible business insights that will help optometrists grow their practices,” explains Carlos Navarro, president of FastOD.com.
ROB Poll
Most Influential Optometric Mentor:
Hired Optometric Consultant
Asked about their most influential optometric mentor, 44 percent of ROB readers cited a hired optometric consultant, while 33 percent said a professor from optometry school was most influential. Twenty-two percent said their most influential professional mentor was a parent or other relative in optometry.
