Fake news might feel like the sort of concept that belongs in US presidential election campaigns or international diplomatic disputes, but it is something gradually having an effect on the world of optics and can pose a threat to everyone’s businesses.
Although the term fake news was popularised by Donald Trump during his 2016 presidential election campaign, the concept has existed for decades under the umbrellas of propaganda, sensationalism and misinformation. The digital age of fast-moving publishing and social media, where everyone has a voice, has stepped up the pace of misinformation in recent years. But it is not just social media, high profile newspapers and magazines have also claimed that traditional retail optics is facing ‘extinction.’
Reputation
‘Free rectal photography’ is a phrase many will be aware of and is perhaps one of the more memorable early instances of fake optical news. The ‘offer,’ said to been printed on a poster in the window of the Clevedon branch of Vision Express, of course actually read ‘free retinal photography,’ but that did not stop the Photoshopped image making headlines in the UK and becoming a viral sensation around the world – it still crops up every so often on optical Facebook groups nearly five years later. Vision Express was forced to come out and issue a denial but while the episode would have been embarrassing for the multiple, reputational damage was minimal.
Some instances of fake news and sensationalism have the potential to do a lot more damage to reputations. Last year’s (Optician 06.09.19) episode of Supershoppers on Channel 4, looked at the ways consumers could save money when purchasing glasses – namely via the internet.
Have opticians long known that they can be beaten solely on price by online retailers? Of course, so that should not have come as a surprise. But Supershoppers went one step further and detailed buying spectacle frames from Amazon and then getting prescription lenses fitted using one of several online glazing labs, something that the College of Optometrists has highlighted in the past as being a potential problem area for consumers.
Presenter Sabrina Grant also spoke to a strategy consultant, Dr Tony Grundy, on the creation of EssilorLuxottica, as well as multiples such as Vision Express, Boots Opticians and Specsavers. Grant summarised: ‘This domination of the industry by a few large companies, seriously reduces consumer choice and price competition.’
Asked by Grant what ‘tricks’ the high street retailers played to make customers buy expensive frames, Dr Grundy said the practices were ‘deliberately contrived clinical environments with almost white coat, quasi-medical atmospheres.’ He added that trust was built up in the one-to-one 20-minute test before customers were then ‘handed over to a salesperson having already been softened up.’ Such precise, negative language has the potential to seriously undermine trust in the profession – and not just for the multiples.
Dealing with fake news
Responding to sensationalism like that of Supershoppers will always tread a fine line between standing up for what is right and being interpreted by patients as protectionism, but there are several ways to combat fake news.
• Be prepared
Having a patient come into the practice with a newspaper under their arm or a YouTube video ready to play on the latest consumer scoop on eyewear will be a lot easier to handle if you know it is coming. Keep up to speed with industry publications, news sites and forums to head off any trouble on the horizon.
• Due diligence
If a negative story is getting traction, it is important to check out the author or source to better understand how the narrative has been constructed. Luckily, Optician is here to ‘go into bat’ for the sector in these instances, but additional research is always useful. In the wake of Supershoppers, Optician contacted Dr Grundy in an effort to better understand how he had arrived at the conclusions aired in the episode. He declined to comment. While Dr Grundy’s CV is undoubtedly impressive, it would be reasonable for a business strategy author to respond to a request for comment. Channel 4 later told Optician that Supershoppers selected experts based on their qualifications. ‘Dr Tony Grundy has extensive business experience teaching and consulting and has authored a number of books in the field of business strategy and management.’ The good news is, you are the expert in this scenario, so use that to your advantage.
• Talk to your staff
While this may seem obvious, having a conversation with employees about industry news can be overlooked. If there is a potentially negative story doing the rounds, tell them about it and talk through the nature of the piece and the issues they need to be aware of. When consumer media reports on ways to save money, very rarely are the comparisons fair and seldom do they take into account service or after sales support.
• Be upfront with the patient
The optical industry is not perfect and from time to time there will be genuine investigations that do shine a light on issues facing the sector. Should a patient talk to a member of staff about something they have read or watched, it is important to accept that it can happen. You then have the platform to expand on how your business is different – using the information gathered during due diligence and talking to staff. Resist the temptation to be too negative about other parts of the industry or retailers, as it could easily be construed as opportunist.
In the post Covid-19 landscape, with a deep recession looking likely, consumers will be more focused than ever on ways they can save money. It is therefore likely that articles and TV features on cheaper ways to buy glasses will happen with more regularity. While halting the spread of fake news in mainstream media in the future is someone else’s war, optics will have its battles. Having the right strategies and weaponry in place could give you an added advantage in those skirmishes.
