Jan. 18, 2017
Matthew Alpert, OD, owns Alpert Vision Care and Wink Optometry, both located in the San Fernando Valley in Los Angeles. He says that having two offices with distinct business models serves his patients and profit goals well. While the two offices are located just a few miles apart, they offer two distinct experiences. One long-established location provides a medical experience with a full-service dispensary. A newer office in a luxe retail environment provides a high-end fashion-driven experience with a doctor on site.
SERVE DIFFERING EXPECTATIONS. Even within the same geographical area, patients can be drawn to different experiences. Some may prefer a more clinical setting, while others are drawn to a fashion-forward retail environment.
LEVERAGE EACH OFFICE’S STRENGTHS. One office can be equipped with a finishing lab, and capable of performing high-level medical eyecare, while the other office can be the place to send patients in search of a wider selection of high-end eyewear.
WAIT FOR RIGHT OPPORTUNITY. The right second location is worth waiting for. Avoid expanding too quickly to a second location because it’s part of your growth plan. Devise a concept for your second location that is distinct from your existing office.
DELEGATE. Having two locations limits the practice owner ‘s ability to micromanage. Keep your finger on the pulse of both locations, but delegate day-to-day operations to office managers to make operating two locations doable.
Matthew Alpert, OD, is the owner of Alpert Vision Care, in Woodland Hills, Calif., and Wink Optometry in Calabasas, Calif. To contact him: drmalpert@aol.com
