Gone are those simple days when nearly all patients purchased glasses from their eye doctors’ offices. Online eyewear vendors have exploded onto the scene, and the fallout includes the doctor/patient relationship.
An optometric practice is a business just like any other business where the same rules apply—revenues minus expenses equals profit. Too many times we borrow ideas from mediocre businesses, practices, and people.
Health plans focused on communicating more effectively with their members got good news from the J.D. Power 2015 Member Health Plan Study, which showed a 17 point bump in satisfaction in the areas of information and communication.
The second step of the retail selling process is the interview. During the interview, the optician attempts to learn the customer’s unique set of needs, wants, and desires. Notice I did not say just needs or wants. Both of these are important and strong motives to buy, but desire is even more important. In fact, without being able to increase desire to purchase a product, an optician will have a great deal of difficulty establishing value in the product(s) being offered.