Many of you may take advantage of the arrival of spring to promote sunwear. According to Jobson’s Practice Advancement Associates’ 2012 Frames Business Management OD survey, ECPs consider sales of Rx sunwear the area of their practice with the greatest potential to generate additional revenues. ECPs were asked on the survey to judge the relative size of 10 revenue growth opportunities for their practices. The greatest growth potential was cited in five of them:
1. Sales of Rx sunwear (60 percent)
2. Multiple pair sales of eyewear (57 percent)
3. Plano sunglass sales (50 percent)
4. Sales of higher-end frames (41 percent)
5. Medical eyecare (41 percent)
This survey supports other studies we have seen. If we look closer at this study there are really only three areas for us to concentrate on: multiple pair sales (including sunwear), higher-end frame sales and medical eyecare. This week take a closer look at your practice. Have you implemented systems to ensure that these three areas are being maximized? If not, this is the time.
Your action plan is to focus your staff on making sure:
1) Every patient is presented with multiple pair options.
2) Add higher-end frames to your frame board. You need at least 25 pieces to show that you are serious in this price category. Make sure these are the first frames on a patient’s face.
3) You are prescribing eyewear for medical conditions (eg: AR for patients with cataract, UV protection for patients with AMD, AR for patients with ocular surface disease).
By placing attention on these three areas you can make a significant difference in your practice.
