Variety of frames, help choosing the right frame, fast delivery of eyewear and price value were identified as priorities by respondents to focalCenter Insights and Jobson Optical Research’s Key Drivers of the Patient Experience report. Additional important factors to patients include the ability of an optical shop to provide them with eyewear that is fashionable, comfortable and fits well. Patients also reported a desire for a large enough mix of frame prices to make them feel like they had options. A nice staff capable of providing them with accurate information about the eyewear, pricing and insurance coverage also helps seal the deal.
This information is helpful to know. It helps us know what we need to examine about the frames we are displaying in the practice. Let’s put this knowledge into action. Here are four steps you should take with your frame boards today.
Step 1: Check your gender mix. The general formula you should use for your adult frame board is 40 percent women, 30 percent men and 30 percent unisex. Calculate your mix. Do you have a reason if your mix is different than the general formula?
Step 2: Check your frames price mix. Create a chart showing the number of frames you are displaying for each price point (use $50 increments) and the actual number of frames you sold last year in each price point. This shows you the contrast between what you are selling and what you are displaying. This will help you show more frames in price points that you are selling, therefore, bringing you more profit, and displaying fewer frames in price points that are gathering dust on your frame boards, and, therefore, wasting money.
Step 3: Check your frames variety and depth. You should have a minimum of 30 pieces of any frame line showing all the colors for that frame line in different sizes. It’s actually better to have fewer frame lines and more depth than the opposite. Eliminate any orphans on your frame boards.
Step 4: Check how good your staff is at providing patients with accurate information about the eyewear, pricing and insurance coverage. Role play with staff to find out the best ways to transmit this information in your practice. Think out of the box. You are not limited to just scripts. Use all of the resources available: counter displays, signs, computer screens and electronic tablets. Don’t forget to enlist the aid of your frames sales reps, as well as third-party professional relations.
The frame boards are key to increasing the number of jobs that remain in your practice and do not walk out the door. It is important to put the appropriate attention to this area of the practice in order to keep your practice fiscally healthy. Don’t put this task off. Start today.
