viewpoint

A Stop or a Destination

Are you taking steps to create an “experience” in your practice?

FROM THE EDITORIAL DIRECTOR
Jim Thomas

Is your optical merely the second-to-last stop in the patient’s office visit — that one where patients are thinking, “Good, we’re almost done here” — or is it a destination that attracts consumers?

The answer probably didn’t matter as much in the past as it does today when any number of organizations compete for consumers’ vision correction dollars. Creating that destination, a place where people want to go and spend their money (just like any other successful retail establishment), is the focus of this issue of Optometric Management.

Maintain financial health

In the feature “Building a Better Optical” (p. 14), Chief Optometric Editor Scot Morris, O.D., and marketer Victoria Stevenson begin with the premise that it’s your optical’s “experience” that fosters relationships and determines whether consumers want to make purchases.

In addition to four steps that can help any practice, the authors discuss an often overlooked aspect that impacts the experience: How does the flow through the optical affect the optical staff? For example, are all the tools they need close at hand but out of the consumer’s view?

Sometimes, opticals require just a few tweaks to create the right experience. Other times, they require substantial change. How can you tell the difference? A good starting point is to answer the five key questions posed in the feature “Is Your Optical Consumer Friendly?” (p. 18), by Elaine Happ, O.D.

“Merchandising” columnist Gina Wesley, O.D., recommends several optical improvements, including the creation of a feature wall that highlights a specific frame line, hot color or any area of emphasis (p. 49). In her practice, the wall is visible from the front desk and the street, so patients and passerby traffic notice it.

Your efforts in creating a unique experience in the optical can stretch beyond the walls of the office. As Justin Bazan, O.D., explains in “Social Media” (p. 54), fashion, fun and education “can be creatively blended to produce some great social media posts.” Check out the “Throwback Thursday” photos.

A key optical ingredient

There’s not enough space in this column to mention all the optical advice in this issue of OM, so please feel free to take your time and browse. As a final note, it’s helpful to remember that just as design, merchandise and planning are critical for success, the optical experience also requires an engaging staff who can create lasting partnerships with your consumers. OM