Half of independent eyecare providers fail to suggest sports eyewear to patients, according to Jobson Optical Research’s 20/20 Marketpulse 2014 Sport Eyewear report. They instead wait for patients to ask them about it. The percentage of independent ECPs suggesting sports eyewear is down from 2013, when 60.4 percent reported suggesting sports eyewear to their patients.
The best approach I’ve seen for helping patients with second-pair sales, including sports eyewear, was done by Dave Ziegler, OD. He calls it My Life. It is a decision-tree process on his web site that patients can go through to determine the lenses that will work best for them based on their personal activities. It starts by simply dividing the world into four categories: fitness activities, great outdoors, internet/computer and indoor hobbies. From there is a drill down that gets a patient to the best lenses for them.
I’ve outlined the top-level process here:
It doesn’t need to be placed on a web site. You can do the same thing with posters–can you see each of the categories as a separate poster? Or a brochure for each category? However you do it, the issue is to do it. Find a way in your practice that makes it easy to identify what patients like to do, and then you and your staff can meet patient needs on a much more personal level.
Your action plan today is to review the process you use in your office to find out what patients like to do in life. Can it be improved? If so, then this is the week to make the change. Don’t forget to measure the impact on optical sales. If you see a positive impact, then determine how you can make the process more effective and more efficient.