Some 64.4 percent of no-line bifocal/progressive lenses were purchased by individuals with household incomes of $60,000 and over, according to The Vision Council’s VisionWatch March 2012 Member Benefit Report. Those with incomes of at least $60,000 purchased 46.6 percent of bifocal/trifocal lenses sold and 57.5 percent of single vision lenses.
Do you know the demographics for your practice? Obviously, it would be inappropriate to ask patients to identify their incomes on a pre-exam history questionnaire, however, this information is available from the government at www.census.gov.
The broader question is: Have you used your practice management software to drill down into your own practice data to know the specific demographics of your practice? Here are five questions for which you should know the answers.
1. What is the distribution of your patients across different age ranges?
2. What is the ratio of contact lens patients to total patients?
3. What is the ratio of new patients to total patients?
4. What is the distribution of your patient population from various zip codes?
5. What is the percentage of total patients with the diagnosis of glaucoma?
Once you know what your patient population is, is the moment you know what your patient population is not. You’ve now identified your marketing opportunity. Take advantage of this opportunity and move your practice forward.
