The second in an Essilor-sponsored series of “Optometry 2020” forums on the challenges to independent optometry was held on Dec. 11. The hour-long webinar, which included Q&A from participants, can be replayed on the Optometry2020 web site where it resides: http://optometry2020.com/. Those who listen to the recorded webinar may post comments in the Seen and Heard section of the web site.
In the webinar, Howard Purcell, OD, vice president for customer development at Essilor, cites examples from overseas where price transparency and aggressive marketing have been game changers in the retail landscape and have greatly diminished the independents’ market share. In anticipation of increasing competitive challenges, he calls on fellow ODs to “up our game,” embrace technology and innovate to survive.
In addition, Daniel L. Mannen, OD, FAAO, of the VSP Vision Care board, presents finding from a Bain & Company study on independent ODs that was commissioned by VSP. Of 6,000 consumers surveyed for the study, most prefer independents but are value-driven to purchase eyewear materials elsewhere and on the internet, in particular. He calls for a distinct “independent optometry message” that finds its way into the consumer’s consciousness as a persuasive value proposition. Further, he challenges ODs to become more capable on the retail side of the practice while offering personalized care and service.
