How Can a Tired-Looking, Not ‘Cool’ Eyecare Business That Can’t Afford to Update Compete With a Super Hip New Practice That Just Opened?

AFTER DR. TATUM placed his take-out order, he decided to walk around the shopping center while he waited for his food. Most of the businesses were closed, but he appreciated the opportunity to see who’s who in the local small business community.

As he passed a few doors, there was a large “Opening Soon” graphic on a window. He approached the door, and saw that there were not one or two, but three, names of optometrists on the door! His heart sank.

He peered through the doors to see an equally beautiful and enormous front desk. Next to the counter was a sleek brochure holder — which housed information on what he gathered to be the equipment and technologies their office offered — all the latest and greatest pretesting instruments, many that he would typically refer out. “Man, they are definitely going BIG and spared no expenses,” he said out loud to himself. On the back wall, just beyond the reception area, was an exquisite neon-illuminated practice logo.

Like a child beholding a new candy store, he moved down the windows to view the optical department — when two posters in the window caught his eye. The first said, “Now Hiring Exceptional People! Experience in optometry highly desired.” The second, “New Patient Special: Buy one pair, get the second pair half off!”

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“Well crap,” he said out loud, “They’re all new patients!”

Behind the posters, he had never seen such an amazing optical — not even in a magazine! The way the lighting made the product stand out, and the sheer quantity of frames! As he continued to peer inside, he noticed the frame brands — many the same as in his practice, and others, high-end names that he could only dream of having.

Feeling a mix of disappointment and excitement for this beautiful office, Dr. Tatum saw someone walk out from the back of the office and head towards the front. He immediately turned around and beelined back to the restaurant.

As he drove home, his thoughts were a jumble, “My schedule is not even full! How can I maintain what I have with another way cooler practice in town? I’m going to lose all my optical sales to this place with that new patient promo!”

He tried to think strategically, “Maybe I could do a renovation, or upgrade some equipment or make the optical more exciting.” But every idea ended with the same conclusion: he just couldn’t afford it. Though he was paying the bills, there was no profit margin… and he still had the business loan payments from when he bought the practice for another eight years…

 

Rick R.
Girard, PA

I’d have a talk with the staff in case anyone is thinking of leaving. Better to be prepared than surprised. The grass isn’t always greener kind of thing. Contact frame reps for POP posters, maybe paint, serve coffee, and emphasize customer service. Just because it looks nicer doesn’t mean a thing. Research their prices. Maybe their sale is a moot point if their prices are higher. They have to pay for all that expensive equipment somehow.

Jennifer L.
Dansville, NY

The folks established at this doctor’s practice will mostly stay put but a younger crowd will explore the new place. It’s definitely an opportunity to update and clean up. Inexpensive options are a coat of paint and a cleaning and declutter. Sometimes just moving a few things around can freshen up space. Ask your reps for new POP. No matter where I go, I pop into independent optical shops and always walk out with an idea. I’m continually updating/changing/rotating decor. If you’ve waited a long time between updates you may need to invest a bit more. You’ll feel like it’s a fresh start each time you change things!

Deborah T.
Austin, TX

Hopefully the doctor and his staff have provided excellent patient care and their patients will be loyal to the practice. His patients may try the new office, but if the customer care is not above and beyond, they will be back. I hear this quite often. Patients will go elsewhere, sometimes, to try to save a buck. They come back to me, confess they went elsewhere but the optician did not know what they were doing or were not satisfied with their glasses.

Carmen A.
Makati, Philippines

He can look at his cash flow and see how he can tighten his budget — and loosen up a bit in others, for example: Unnecessary frame purchase — only choose the best and quality frames. Put a budget on good or better lights for his reception area. Recall patients. Improve skills by refreshing for example dry eye management and diagnosis. Brush up on some binocular vision skills. He can also try the latest — and not necessarily expensive — skills in myopia management.
Incentivize staff when they are able to sell good quality frames and lenses. Meet with staff on suggestions to improve sales and marketing too.

Connie M.
Roscoe, IL

Ask your patients first what their needs are before you start. They have a lot to say. We would all like a mimosa bar under the tiki hut display for sunglasses. Since that’s not happening soon, they are full of suggestions for their wants and needs. More IT plugs/chargers. A small fridge with juices, sparkling waters, etc. Guys want a comfortable chair while they wait for their wives/college kids to get contacts, glasses, cool sunglasses. They just want to be left alone and may wait more patiently as you pile on the purchases! Most people, post-COVID, do not want to be sardines in a waiting area. They do not want to share a bench or sofa-like area. Leather, faux suede, faux leather, Sunbrella fabrics are easier to maintain and come in great colors. Ask an interior designer or student for a consult and see where that goes with fresh eyes and ideas.

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Amy S.
Port Angeles, WA

A fresh coat of paint can update things without a huge cost if the doctor and/or employees can do it themselves. Also going to garage sales or Goodwill you can also find some new updated decorations for the office and waiting room at low cost. As for the employees, run a contest to see who can bring in the most new patients in a month. Have the prize be a paid day off or free lunch. Include the employees in coming up with ideas so they feel like they are valued. Asked them if they have ideas on how to reduce costs, maybe order office supplies from a different vendor, or maybe the hours the office is opened need to be increased or decreased?