Review of Optometic Business

When patients reach the dispensary, says Mark Hinton, of eYeFacilitate, try and see them as consumers with individual concerns. Get inside their mindset—be the expert!--and solve their vision challenges. This is the fourth installment in “Power Up Your Optical Dispensary” with Staff Discussion Points that you can download for a staff meeting.

Mark Hinton, of eYeFacilitate, says language makes a difference. How you refer to your staff—and how they view themselves—is critical to practice success. Think of your staff as team members, or even as members of your board of directors, and yourself as CEO, then measure the rewards.

Mark Hinton, of eYeFacilitate, shows optical dispensary staff how to be experts and not order takers. The key is to listen to patient needs--then to guide patients through the eyewear shopping experience. This is the second in a series of staff-building video tutorials from ROB and eYeFacilitate. INCLUDES DOWNLOAD: Staff Meeting Discussion Points.

Evan Kestenbaum, MBA, of Optix Family Eyecare Center in Plainview, NY, added the Judith Leiber frame line to attract more upscale shoppers who will spend over $300 on a pair of frames. The first-year goal was to sell at least one Judith Leiber frame per month—but they sold more than one a week and are adding more luxury frame lines. Keys to success: distinctive merchandising and good word-of-mouth from upscale customers.

Mark Hinton, of eYeFaciltiate, poses a key question for dispensary staff: "Why are we here?" Simple answer: "to serve a patient's needs." If your staff answers differently, meet and discuss how to keep a total focus on the patient/customer. This is Part 1 of a series of staff-building video seminars from ROB and eYeFacilitate. INCLUDES DOWNLOAD: Staff Meeting Discussion Points.

Shawn Curtner, assistant clinic director, The Ohio State University College of Optometry, involves the school's optometry students in hosting biannual fashion frame expos in the clinic's dispensary. The dispensary, which stocks over 2,500 frames, offers around 5,000 frames during the expos, when frame reps present the latest designs. These events, which the clinic has run for five years, generate a week's worth of business in one day.