During the 12-month period ending June 2011, about 56.2 percent of those adults getting their eyes examined made an eyewear purchase as a result of getting their eyes examined., according to The Vision Council’s 2nd Quarter 2011 US Optical Market Overview and Outlook That amounts to approximately 58.1 million transactions.
We firmly believe that the quality of life of our patients improves when they are wearing the proper lenses for each lifestyle experience. The Vision Council’s numbers are disturbing.Only 58% of patients coming through practices are getting lenses.Surely, we can do a better job of meeting the lifestyle needs of our patients.
The Vision Council’s 56.2 percent is lower than the MBA data which has been stable from 2005 to 2010 at 61%. What are your numbers? The MBA data reports that only 23 percent of practices even capture this number.It’s easy to calculate.Divide the number of eyeglasses dispensed by the number of exams with refractions conducted.
The top 20 percent practices dispense a minimum of 88 pairs of glasses for every 100 exams with refractions.If your numbers are lower than they should be, then implement the followingfive internal processes:
1. Ask lifestyle questions such as:
a. Do you have driving sunwear that is polarized?
b. Do you have sunwear that protects you from the harmful UV rays of the sun?
c. How old is your back-up eyewear?
d. Is there anything you do in life where you don’t see as well as you would like?
2. Have the doctor prescribe lenses in the exam room for every lifestyle need.
3. Make sure the optical handoff occurs in the exam room.
4. Utilize programs to make it easier for patients to pay (e.g.: PayPal, Care Credit).
5. Create and publicize a liberal return policy to reduce another barrier to purchasing.
By focusing on how to improve the quality of lives of our patients by implementing internal processes that present every patient with all of their lens options for every lifestyle need, we can provide better and more effective care.
