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However, successfully communicating the benefits of bespoke lens solutions to suitable patients in an interesting and informative way has paid dividends for Keith Murphy, owner and principal optometrist, of Keith Murphy Optometrists in Kenilworth, Warwickshire. As well as getting positive feedback from satisfied customers and generating improved revenues, the practice was crowned the winner of the Individualised Lens Practice of the Year category at the 2010 Optician Awards.
The judges were looking for a practice that was able to demonstrate that management and staff understood new technologies and that they were successfully communicating these benefits to customers. The winning practice was also required to provide evidence of success in retailing individualised lenses.
A key factor for Keith Murphy Optometrists' triumph was its success in driving sales of bespoke lenses through a policy of allocating extra time at the dispensing stage to explain and demonstrate to patients all the available lens options. This includes explaining how individualised lenses can be a better solution for many patients as well as the benefits of coatings.
'We recommend our products by understanding our customers' lifestyles and vocations and the extra time allows us to demonstrate the features and benefits of the newer options effectively so they can make an informed choice,' said Murphy.
Murphy also believes that modern glazing and surfacing techniques have provided practitioners with unlimited opportunities to offer patients an optimum lens solution that is tailored to their individual needs.
The practice holds weekly training sessions to ensure that all dispensing staff are well informed about the latest product launches. Moreover, every six weeks, an industry expert is invited to the practice to make a presentation to staff either on a topical subject or to demonstrate the benefits of a new product.
Computer demonstrations
'We use a couple of computer programs developed by companies including Rodenstock and Oakley to help customers understand the benefits of investing in premium lenses. It is a really good way of demonstrating the advantages of the different types of lens to patients,' explains Murphy.
He adds that the practice has recently started using the Apple iPad to demonstrate to patients the benefits of the various lens options. 'Oakley has recently launched a tool which is compatible with the iPad. Using the iPad has a wow factor for patients and it also allows staff to have discussions with customers away from the desk.'
The practice has a high proportion of children, accounting for around a third of clinical time each week. It also does a lot of work with patients with learning difficulties such as dyslexia.
'Our main patient base is those people working in education, or in an administrative capacity and spending extensive periods in front of a computer screen or those people who regularly give presentations as part of their job,' says Murphy.
Vocational lenses such as Rodenstock Nexima and Nexima impressions, as well as Essilor's Computer and Anti-fatigue lenses, are among the top sellers at the practice.
Murphy is also mindful that price can be a factor for most patients when it comes to making a decision on lens selection. The practice recently introduced a direct debit scheme offering customers the opportunity to pay for products interest free over 10 months with a 40 per cent deposit.
'The scheme has been very well received,' says Murphy. 'It is the difference between customers buying what they really want, and in most cases they opt for a better product, as opposed to patients buying what they can afford to pay for outright.'
Murphy says he would encourage other practice owners to enter the Optician Awards. 'You've got to enter if you feel that your practice is worthy. It's a trophy worth having because it adds value to your business in many ways. Existing customers are very proud that they are being looked after by an award-winning practice and the award also offers reassurance to new patients that the practice has formal recognition for being a professional outfit.
'Winning the award also coincided with our 10th anniversary and we used both of these factors to get local press coverage. This drew new customers to the practice.
'The presentation itself was a very enjoyable experience. We were apprehensive about attending the event because we were shortlisted, but it turned out to be a fabulous evening.' ?