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With the media proclaiming tales of doom and gloom on the high street, some optical practices are faring better than others. Undoubtedly, we are in difficult times with consumers thinking twice and spending more cautiously, although some practices are reporting record months. However, it appears that independent practices on the whole seem to be doing better than many multiple outlets.
The purchase of eyewear falls into different categories depending on the thinking of the consumer for some it is an excuse to buy a fashion accessory that also helps them see better, for others it is a medical device essential for making the most of everyday life. It is likely that the former are those who will cut back and purchase less frequently and consider spending less when they do. The latter, assuming their financial means have not changed adversely, will continue spending in a similar way out of perceived necessity.
However, not all independent practices are doing as well as others. So what are successful practices doing to ensure they remain busy and profitable? On the whole proactive practices are performing the best.
Patient database
Established practices have a database of patients that is a potential goldmine. Apart from the usual reminder letters sent to patients when they are due for an eye examination, there is the opportunity to write between tests to let them know of any new ranges and additional practice services. It is also worth writing to those who are overdue an eye examination, ie they have not visited for between two and a half and four years.
You may wish to offer lapsed patients an incentive to visit, such as a discount when they buy spectacles. Just as importantly, they must be reminded about why your practice is different when compared with your competitors. Other more targeted mailings can be sent to potential varifocal wearers perhaps, to announce lens innovations, maybe with an incentive to respond before a deadline. Other categories could be potential contact lens wearers. If practice resources are stretched and there is not the time to send out these mailings, consider using a specialist optical mailing company to assist you. Practices report much improved response rates to standard reminders when using such a company.
Staff training
With consumers shopping around it is imperative that all practice staff have the ability to handle enquiries with confidence. This is often a training issue. However, when the practice team understand that any enquiry is really someone saying 'Convince me to come to you', it will make them easier to handle. These people often do not want the cheapest, but what is perceived to be the best value. Another way to provide confidence regarding pricing is to offer a 'price promise guarantee'. This can be worded to explain that if they find an identical pair of complete spectacles within 30 days of purchasing from you, from a registered optical practice, you will refund the difference. However, if you have one, do ensure that it is mentioned in your recall letters and clearly on display in the practice.
The same applies to discounts off second pairs of spectacles. Many practices offer them but do not mention it until the patient asks. You will be surprised how many people will have a second pair if they know in advance that a discount is available.
Promotions
Product promotions and offers can be a good way to encourage higher-value spending, without resorting to half-price and buy-one-get-one-free offers, which may devalue your practice image. Conversely, offering a free upgrade, that allows the customer to save money, can be a good means of adding to the perceived value of spectacles purchased, while costing the practice very little. A good example of this is to offer a premium lens coating when a basic coating is purchased. Once they have become accustomed to the best they will want the same next time. This has been shown to improve sales of anti-reflection coatings from around 25 per cent to 65 per cent. Of course this must be mentioned in the recall letter to ensure patients know about it before they book an appointment.
Contact lenses
The introduction of a professional fee-based contact lens scheme has been shown to be an excellent way to build practice income and provide excellent value and service to patients. As well as providing contact lenses at very low prices and a substantial discount off spectacles, it provides them with continuous professional care, all for a fixed monthly fee. This gives the practice a regular income.
These are just some of the initiatives thriving independent practices are adopting. To find out more, contact Martin Russ, practice development consultant at TMR, on 01252 626137 or email: martin@tmr.co.uk ?