Review of Optometic Business

By Carole Burns, OD, FCOVD, and Mark Wright, OD, FCOVD

The average compensation reported for all opticians/dispensers responding to Jobson Optical Research's and Local Eye Site's ECP Compensation Study was $45,512. The median compensation for the same group was $42,000. The Northeast Census Regions had the highest average compensation at $52,705 and the Midwest the lowest at $39,520. The South came in at $47,731 and the West at $43,277.

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Asked about their top 2012 dispensary goal, 30 percent of ROB readers cited their goal to sell more second pairs this year, while another 30 percent said they wanted to introduce targeted value packages. Twenty percent said they plan to add  more high-end brands to their frame board. Another 20 percent said they plan to begin offering personalized lenses.

What Is the Top Way You Stay Connected to the Optometric Profession? 1. Attending optometric conferences and expos 2. Social networking groups such as on Facebook and LinkedIn 3. Participating in optometry school alumni groups 4. Reaching out on your own (outside any group) to organize your own get-togethers with peers 5. Reading optometric publications Continue reading >>

Asked when their practice presents exam fees to patients, 50 percent of ROB readers said these fees are presented when the patient checks out. Twenty-eight percent present fees over the phone when patients schedule appointments. Eleven percent present exam fees on the day of the appointment at the front desk and another 11 percent present the fees during the intake of patient information.

By Carole Burns, OD, FCOVD, and Mark Wright, OD, FCOVD

For almost 30 percent of recent eyewear buyers who used a daily deal site, the promotion used lowered the cost of their eyewear purchase by more than 50 percent, according to The Vision Council’s VisionWatch Daily Deal Eyewear Report. For almost 25 percent of recent eyewear buyers who used a daily deal site, the promotion used lowered the cost of their eyewear purchase by less than 50 percent.

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What is your top 2012 optical dispensary goal?

1. Sell more second pairs

2. Begin providing personalized lenses

3. Introduce more high-end brands to frame board

4. Offer targeted bundled value packages

5. Hold a trunk show

Asked about their practice’s main competitive advantage, 61 percent of ROB readers cited the level of care they provide in the exam room. Some 33 percent said their well-educated, patient-friendly staff was their main competitive advantage while six percent cited their generous warranty policy on eyewear and their patient’s ability to return unopened boxes of contact lenses as their primary competitive advantage.

Just 9.5 percent of consumers said it is “extremely likely” they will buy a complete new pair of eyeglasses in the next six months, according to The Vision Council’s Dec. 2011 Consumer Barometer report. Some 14.8 percent said it is “very likely” they will buy complete new prescription eyeglasses in the next six months, while 22.4 percent were on the fence, saying they “might or might not” make such a purchase. Another 24.2 percent said they probably would not buy complete new eyeglasses over the next six months, and 29 percent said they definitely would not.

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1. On phone when patients schedules appointment

2. Day of appointment at front desk

3. During intake of patient information

4. When patient checks out

Some 52.1 percent of ODs have an account or profile on Facebook while 21 percent have an account on LinkedIn, according to Jobson Optical Research's Internet Usage Study. Some 11.1 percent have a page on MySpace; 11.3 percent have a Twitter account; 12 percent have a SightNation profile; 1.6 percent have a Foursquare account while 5.7 percent have a profile on Yelp. Another 14.5 percent have no profile or account on any social network and 0.5 percent have an account on an "other" social network not listed on the survey.

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