VIEWPOINT

THE GPS FOR YOUR OPTICAL

IN THIS ISSUE, OUR EXPERT AUTHORS PROVIDE DIRECTION FOR YOUR OPTICAL

JIM THOMAS
Editorial Director

IT’S APRIL, DO YOU know where your optical dispensary is? Of course you know its physical location, but do you know where your optical stands in areas, such as sales, design, frame turnover rate, technology and appeal to your consumers (patients)? To determine exactly where your optical is, consider answering questions such as:

• Are your design elements right for your optical?

• Does your optical provide a memorable “experience” for your consumers (in a positive way)?

• Where can you find inspiration for optical design?

• How do you determine the right design elements for your optical?

• What is the turnover rate for each of your frame collections?

• How do you evaluate the price of frames in your optical?

• Is your website effective in promoting your products and services?

• When should you schedule your marketing messages for the greatest impact?

• How effective are your social media campaigns in educating and promoting your products and services?

• Do you provide bonuses for your optical staff?

• How do you and your staff respond to the consumer who pushes back on the issue of cost?

• What steps do you take to maximize opportunities for glasses and contact lenses from the exam room?

• What steps do you take to educate consumers on the value of lenses that offer AR and/or protection from blue light, UV and glare?

If you feel your practice has room for improvement, we have good news. Our expert authors provide direction to answer each of the questions above in this month’s issue of Optometric Management.

OFFER YOUR DIRECTIONS

The editors of OM look forward to your comments on the issue, especially those that suggest how we can better serve you. We also welcome you to share your successes in the optical with us. In that regard, feel free to drop me a line at james.thomas@pentavisionmedia.com, and share your story with OM. OM