ADVERTORIAL
By Edwin M. Liu, OD
The competitive pressures facing independent ODs requires strong relationships with vendors. Those relationships can be established and kept strong with the help of an optometric alliance like Primary Eyecare Network (PEN).
The companies that provide my practice with supplies like frames and contact lenses are key to our success. Without the right partners we are not able to deliver the kind of service our patients expect and deserve. Choosing the right vendors to partner with is a challenge for an independent optometrist juggling seeing patients and managing a busy practice. Fortunately, I am a member of Primary Eyecare Network (PEN), an invaluable resource in establishing and maintaining relationships with the vendors who play such an important role in my practice’s growth. Here are the ways PEN has aided my practice in its relationship with key partners.
Choose the Right Ally
I’ve been a member of Primary Eyecare Network for over 25 years and our practice has grown about 10 times in that period of time. I can’t say that it’s all due to PEN, but I can assure you that relationship has played a vital role in the growth and success of our office. What started as a way to receive more competitive pricing on contact lenses and ophthalmic materials evolved into a relationship built on service, education and making available a number of resources I would never have found on my own. From staff training to doctor-related practice management seminars; the education arm of PEN is particularly valuable to our office. With new ICD-10 codes looming in 2014, or being able to implement new HIPAA procedures in our practice before the September 23, 2013 deadline, PEN and vendors like CSEye have simplified the implementation process and kept our practice compliant with new federal requirements.
You Need Vendor Partners You Can Count On
Our practice believes that vendors are an important business partner and we truly value their service, industry knowledge and expertise. Often, we have had representatives scramble to locate back-order items to help us better service our patients. Assisting our practice with frame board management creates a mutually beneficial relationship for the practice and our vendors. In fact, this spring we had an after-work Vendor Appreciation Event for all of our representatives, restating our appreciation for their support and partnership with our office. PEN, in particular, has a wide selection of vendors, another criterion that I evaluate in an optometric alliance. Our office works hard to choose the right product for our patients’ needs, so it’s nice to have a wide variety of choices in vendor availability.
Non-Contractual Relationship with Vendors Best
I know some alliances are more limited in, say, ophthalmic lens selection, funneling their offices toward specific vendors or products. PEN gives us flexibility, free from limiting contracts with vendors. PEN also enables favorable relationships with vendors on a financial basis, not only the on-the-surface discount, but the actual cost to the practice. I prefer a non-contractual model, where I pay for what I use. Like your mobile phone service, I prefer not to be locked into a long-term contract, and I don’t like committing to a financial arrangement that ties into my overall office productivity.
All the Right Ingredients Necessary for an Ideal Vendor Partnership
I know alliances come in a variety of forms and sizes, but for me, service, education, choice, cost and flexibility all factor into my decision of choosing a business-vendor partnership alliance. Luckily, for me, I know my optometric alliance, PEN, can facilitate these relationships and help me maintain them. That benefits both my practice and my patients.
Edwin M. Liu, OD, is president of Foothill Optometric Group in Pleasanton, Calif. To contact him: 2020eliu@gmail.com
