Take the reins and make the online optical space our own

As we embark on a new year, practice owners are looking for optical strategies to keep businesses thriving and current. However, we may also feel hesitant to plan or to change our optical strategies, given the unpredictable nature of the current pandemic. The usual planning of optical services, product rotations, optical sales and trunk shows seems unrealistic. Perhaps one way to embrace this uncertainty and shift in consumer mindset from COVID-19 is to implement a virtual stylist optical program. Allow me to explain.

CONSIDER VIRTUAL OPTICAL OFFERINGS

A virtual stylist program provides a framework for your in-house optician to help patients select the best frame from the comfort of their own home and to oversee the entire virtual optical purchase. Overseeing the optical at-home experience ensures accurate optical measurements are taken (so that the frame actually fits the patient’s face properly) and that appropriate lens materials and designs are chosen. This oversight is critical to guarantee that patients are getting high-quality products that will maximize their vision potential and be representative of the services your business offers.

CUSTOMIZE THE EXPERIENCE

The best thing about a virtual stylist program is that each office can customize it to make it best fit their current optical flow, price structure and standards. For example, some offices might restrict this service to established patients who have single vision needs and previously purchased from the optical, while other offices might expand the services to attract new patients.

Here are the general steps included in a virtual stylist program:

• First, the patient describes their style and vision goals. This could be done by having the patient fill out an online form.
• Next, the optician selects specific frames they feel are best and either mails or arranges a curbside pickup to get the frames to the patient. (Note that clear guidelines dictating the duration of frame lending, styling fees and condition of frame or material return should be given to the patient in advance.)
• The patient then tries on the frames at home during a pre-scheduled video call with the optician.
• The remaining components of the virtual fitting should mimic an in-person consultation in which the optician recommends specific lens materials and coatings, takes appropriate optical measurements and completes the purchase.

COMPETE AND SERVE PATIENTS

Many consumers love the convenience that online optical retailers provide. Entering the online optical space through a virtual stylist program allows the eye care professional to have oversight of that process to ensure consumers are getting appropriate eyewear to keep them seeing their best. For the consumer, it’s a win-win. Patients have a quarantine-friendly optical option that is convenient, one-on-one and focused on accuracy, quality and fit. Another bonus is that it allows consumers to support local and independent businesses.

MAKE THE SPACE YOUR OWN

Many eye care private practices have already implemented a virtual stylist program. Instead of allowing non-eye care experts to dictate what is “best” for our patients, let’s take the reins and make the online optical space our own. Perhaps offering a virtual stylist program through our own optical is a modern and eye care-friendly way to revamp your optical strategy for the new year. OM

DR. QUINT is a co-owner of Smart Eye Care in Maine. She is passionate about entrepreneurship and optometric practice management. She was the 2019 Theia Young O.D. Award winner and consults for Allergan.