CLINICAL

  diversify your portfolio

Optical Dollars in Diversity

Make your dispensary a mixed bag, but with the right mix.

JEFFRY D. GERSON, O.D., F.A.A.O.

Just like everything else in our practices, our frame lines “speak” to our patients and customers about who we are and what we offer. I define patients as those our practices serve through annual exams and medical care, such as treatment of glaucoma, dry eye disease or other eye conditions. I define customers as those who come to see us with the sole purpose of “shopping” for glasses and/or contact lenses. Patients and customers are equally important, but they may be looking for different things.

Patients vs. customers

The patients often present to our practices due to the health insurances we accept. We often hear that they came to our practices because, “my insurance told me to,” which means that they want to go to a contracted provider and likely want to utilize vision plan benefits. This may translate to, “My insurance says I can spend $150 on a frame,” which means we must have frames in that (and every other) price range.

Customers may see us out of convenience or to find a specific product that they have in mind or saw that our optical has from a manufacturer’s website. These individuals may have no interest in the “budget” lines, but only in the fashion name that they came for or other such notable designers. (Not only is it valuable to our offices to be able to sell to these individuals, but, more importantly, they present with the opportunity for us to convert them to patients who will seek our medical care and continue to purchase from our practices in the future.)

Something for everyone

Regardless of whether we’re dealing with a patient or a customer, everybody has different criteria for what frames and lenses they want and what looks “good” on them. Thus, we need to ask ourselves whether our opticals have something for everybody. The more diverse our frame offerings, the more likely we have something for anybody who walks through the door.

In addition to price points, frame diversity needs to apply to aesthetics and size. This means showcasing a range of colors, offering traditional-looking frames and frames for the contemporary fashion-forward patron. A range in frame size is important, as we want to be able to have frames that fit everyone.

A balancing act

With frame diversity can come a downside: More is not always better. Too many frames may be overwhelming for someone looking for that one special pair. So, there is a fine line between not enough and too many. (See “Retail Details” at www.optometricmanagement.com/articleviewer.aspx?articleID=108913 and “Get in the Right Frame of Mind,” at www.optometricmanagement.com/articleviewer.aspx?articleID=109135 for information on how to choose and monitor your frame lines.) Hopefully, opticians can help with the selection process.

The old adage, “you can’t be everything to everyone” doesn’t have to apply to your optical dispensary. In fact, for your optical to be successful, it has to have something for everyone. OM

DR. GERSON IS IN PRIVATE PRACTICE AT WESTGLEN EYECARE IN SHAWNEE, KAN. E-MAIL HIM AT JGERSON@HOTMAIL.COM. TO COMMENT ON THIS ARTICLE E-MAIL OPTOMETRICMANAGEMENT@GMAIL.COM.