CIBA Vision held a live web seminar with invited guests at a Westminster studio this week to identify business issues affecting the optical market and strategies for growth in a tough market.
The event, with speakers Patrick Myers of Myers La Roche and CIBA's head of professional affairs Mark Draper, was timed to coincide with the company's launch of the handbook: Maximise your practice success with contact lenses, which covers recruitment and staff motivation, marketing and key performance indicators (KPIs).
Myers pointed out that as a result of 600 people graduating from CIBA's Management and Business Academy, and work with the Association of Optometrists, he had a wide range of data to call upon. He gave 10 KPI examples, from gross profit and conversion rate to new customers, and the range in which their results should be, which practitioners needed to share with their team to improve performance.
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