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HAVE YOU EVER SAID SOMETHING you immediately regret? Maybe you congratulated a woman on her pregnancy only to find out she isn’t expecting. Or commented to a middle-aged gentleman that he must be very proud of his daughter just to be told the attractive young lady by his side is his girlfriend. Embarrassing surely, but not necessarily bad for your bottom line.

But there are words and phrases that have become all too common in your practice that you need to stop saying. Confused, potentially offended customers with high and misguided expectations are the opposite of the ones we all hope to “wow” in our opticals. We asked eyecare providers to tell the things they wished they could stop saying in their businesses. Do any of these sound familiar?

 

“When did the whole world get so cheap?” — Steve Whitaker, Whitaker Eye Works, Southeastern Pennsylvania

“Giving them an option to pay for their glasses in payments. Always ends in trouble.” — Kristy Smith, Eyeglass Wearhouse, Reynoldsburg, OH

“Saying ‘Sweetie.’ I’m Southern, whaddya want from me? Seriously, do y’all need anything? Sweet tea, some country ham …” — Angel Miller, Cynthiana Vision Center, Cynthiana, KY

“Your insurance covers $_____ amount.” — Holly Cheong, Eyeoptics Optometry Center, Elk Grove, CA

“When someone comes in and speaks little or no English and I find myself talking louder. They usually don’t understand loud English either!” — Martha Davenport, SafeVision, St. Louis, MO

“‘Don’t do that.’ It doesn’t get results and it can be insulting. Instead by simply rephrasing it into a subtle suggestion of doing something differently it gets more results. This way of thinking has helped me form a bond with our junior optician and has increased her willingness to listen but more importantly learn.” — Sherry Berry, Pascarella Eye Care and Contact Lenses, Newtown, PA

“We are not Costco.” — Sabina Krasnov, i2ioptique, Scottsdale, AZ

“Coating. It should be called a lens treatment.” — Mitchell Kaufman, Marine Park Family Vision, Brooklyn, NY

“I emphasize how many years I have been in this industry a lot. I feel sometimes it comes across as pretentious, but on the other hand sometimes a patient likes knowing that there is a well-skilled person sitting across the desk from them.” — Julia Castillo, Gregory A. Stainer, M.D., Bakersfield, CA

“Your ‘vision insurance will pay for…” I’m trying to use the term ‘vision benefit plan’ instead, because when a patient hears ‘insurance’ they think it should be free. Uggh!” — Shane Clark, OD, Infinity EyeCare, Rapid City, SD

“I didn’t get these glasses here.” — Ashlie Dorminey, Optical Associates, Valdosta, GA

“‘We don’t care if you can see out of your glasses as long as they look good.’ It always gets a laugh though.” — Rick Rickgauer, Vision Associates, Girard, PA

“AR coating. I should call it non-glare.” — Brenda Smoke, Smoke Vision Care, Buchanan, MI

“Sure, we can rush that order for you … (even though you’ve been toting your Rx around for nine months.)” — Kate Giroux, MacPherson Opticians, Arlington, VA

“We’ve been working on this … ‘vision insurance’ and ‘allowable.’ There is no ‘vision insurance.’ They are discount plans with some benefits, but they don’t insure against anything. ‘Insurance’ gives the patient false expectations about what they are allowed to do and can or can’t get. They have a contribution (not allowance) from their vision discount plan (not insurance). This change in verbiage has helped us a lot.” — John Dovie, Blacksburg Eye Associates, Blacksburg, VA




Dave Goodrich
Goodrich Optical, Lansing, MI

Kristy Smith
Eyeglass Wearhouse, Reynoldsburg, OH

Shane Clark, OD
Infinity EyeCare, Rapid City, SD

Brenda Smoke
Smoke Vision Care, Buchanan, MI

 

 

Having built a career in service journalism, Dee has been covering the eyecare industry for over a decade. As editor-in-chief of INVISION Magazine, she is passionate about telling independent ECPs stories and can be reached directly at dee@invisionmag.com.

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Lisa Genovese, O.D., strives to give her patients the very best. At Insight Eye Care’s multiple locations, Dr. Genovese provides optimal care for her patients using the Reichert® Phoroptor® VRx Digital Refraction System. In this second Practice Profile Video from Reichert’s “Passionate About Eye Care” series, take a closer look and see how this eye care professional achieved a better work-life balance with equipment that’s designed and engineered in the U.S.A.

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America's Finest

You’ll Be Amazed What This Minnesota Practice Did with 1,000 Sq. Ft.

Hint: A stunning optical, exam lane AND plans to put in an edger.

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Wink Family Eye Care of SLP, St. Louis Park, MN

OWNER: Dr. Roman Gerber; URL:winkfamilyeyecare.com ; FOUNDED: 2018 ; ARCHITECT FIRM: Bob Shaffer Foundation Architects; EMPLOYEES: 2 full-time ; AREA: 1,000 sq. ft.; TOP BRANDS: Ørgreen, Etnia Barcelona, MODO, Acuvue Oasys 1 Day, Fresh Day Sphere; FACEBOOK: facebook.com/winkslp; INSTAGRAM: instagram.com/wink_of_slp; YELP:yelp.com/biz/wink-family-eye-care-of-slp-saint-louis-park; BUILDOUT COST: $150K


Dr. Roman Gerber had wanted to open his own practice from the moment he graduated OD school in 2011. His dream came true in January 2018.

DR. ROMAN GERBER WANTED to cold-open a practice from the moment he graduated optometry school in 2011. Life circumstances and other opportunities kept that from happening for a few years, but by early 2017 he was scoping out potential locations for his own business in the South Minneapolis/St. Louis Park, MN area.

Things moved pretty quickly and the doors to Wink Family Eye Care of SLP opened on Jan. 15, 2018. Gerber began by seeing patients at Wink three half-days a week, while still working at his previous office; but before the year was out, Wink had gone from one to two full-time employees and was busy enough for Gerber to start working there full-time himself.

Gerber’s prime motivation for choosing the St. Louis Park neighborhood was because that was where his family first settled after immigrating from Russia when he was just 4 years old.

But as he took a closer look at the area, he was surprised at how much busier certain blocks were than others not that far away. The location he eventually settled on benefits from being in a mixed commercial and residential zone with Fresh Thyme and Trader Joe’s groceries nearby, a CVS pharmacy across the street and a busy Starbucks outlet just two doors down.

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Gerber estimates that about half of his patients are in the 20-39 age group, and they’re an important segment for Wink. “However, that still leaves half of our patient base as younger than 20, or 40 and older. We try to cater to everyone.” Figuring out the ways to cater to each group has been a learning experience, he says. “We understand that many of our Millennial/Gen Z patients may prefer to communicate through secure email/text so we try to accommodate that. Although some of our Gen X/Baby Boomer patients would prefer phone calls, it has been surprising to me how many of our patients from those generations also prefer text messages.”

The store’s décor and distinctive green color scheme were inherited from Wink’s partner business, Wink Family Eye Care in Chanhassen, MN, with a few embellishments. The store’s cool feel, sleek materials and careful, efficient use of space offer a lesson in how to make the most of a smaller space. Explains Gerber: “With our young hip demographic, we focused on a classier optical. The walls are lined with stinkwood and showcase our frame lines beautifully. We have a small, 1,000 square foot, flag-shaped space. We wanted to fit a pretest room, exam room, office, and future edger without sacrificing our optical. Our architect worked tirelessly to fit all of these components and to allow a natural flow.”

Eyewear is merchandised by brand, with Tracey Eggerstedt, Wink’s technician/paraoptometric/optician extraordinaire organizing and reorganizing constantly. Once again, it’s a constant learning curve: “It’s interesting to see where people look at glasses and which locations are ‘hot spots,’” Gerber says. He adds that the store’s online focus is primarily on building brand awareness. “We like to educate our patients while still showcasing our fun vibe.”

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Gerber strongly believes in listening to staff, treating them with respect, and empowering them. “Take care of your staff and they will take care of your patients,” he counsels. Before every eye exam, staff call on the patient’s medical and vision insurance to ensure there are no surprise bills. Eggerstedt focuses on pre-testing, frame styling, and learning everything about ocular health. “She enjoys being quirky with our patients and getting to know each one,” Gerber says. But all of the staff do a little bit of everything. “Kristin [Cannon] is our contact lens guru. She loves working with scleral lenses and doing difficult insertion and removal trainings.” The key to achieving great service, Gerber says, is to “treat every patient as if they were your family. We really try to empower patients and give them information to make the decisions for themselves. Everybody’s life is different and all we can do is educate our patients on all their options.”

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Five Cool Things About Wink Family Eye Care of SLP

1. PARTNERS IN FINE. Wink Family Eye Care of SLP has a partner practice, Wink Family Eye Care in Chanhassen, MN, another America’s Finest Honorable Mention. They share staff, records and a website, but are run as separate businesses.

2. MEET & GREET. The Wink team are huge believers in networking and spend about five hours a week meeting other small businesses in the community, looking for ways to help each other out.

3. WILL TRAVEL. Gerber has made charity trips to Honduras, India, Mexico and Peru, and for two years helped build clinics in The Gambia, West Africa.

4. AWARD WINNING. Staff member Tracey Eggerstedt was named Paraoptometric of the Year in 2018 by the Minnesota Optometric Association.

5. EASY ON THE EYE. The store’s green color theme was chosen on the basis that the green wavelength of 555nm is the easiest for the rods in the retina to see.

WHAT THE JUDGES SAID

  • Great logo, clean marketing materials and excellent use of that eye-popping green. Very clean and “shoppable” store layout. Nathan Troxell, PPG, Monroeville, PA
  • Refreshing in its simplicity and direct messaging. A solidly cool business. Leigh and Todd Rogers Berberian, Todd Rogers Eyewear, Andover, MA
  • While they obviously take the medical side of their business very seriously, there is a quirky, fun side that is evident in their marketing materials and social media posts. I like the community involvement, both local and global. Beverly Suliteanu, Westgroupe, Ville St-Laurent, Québec, Canada

 

Fine Story

Wink Family Eye Care of SLP owner Dr. Roman Gerber’s approach to choosing the precise location for the practice was downright scientific. In early 2017, while looking for places in South Minneapolis and St. Louis Park, MN, he says, “We ran a geospatial analysis (a gathering, of imagery, GPS, satellite photography and historical data for specific geographic coordinates, i.e. a street address or postal code) on a few spaces that were available. We were aware the area was changing rapidly, but it was great to see whether our assumptions about traffic patterns were correct. For the most part they were.”

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Benchmarks

How 6 ECPs Designed, and Use, Their Business Cards

Even in a digital era, they find them to be an essential business tool.

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THE HUMBLE BUSINESS CARD is the great survivor of our tech-driven retail world. They have few rivals when it comes to making a memorable first impression; handed to departing customers they become little ambassadors for your uniqueness — and a great vehicle for impromptu incentives. They’ll be around as long as folks have pockets. But people don’t hold on to cards as long as they used to, so it’s important to make them memorable … There are many reasons that 27 million of them continue to be printed every day. We do urge you to spare a thought for the planet though and choose an eco-friendly option, of which there are many. (To name two, Rhode Island-based Moo makes cards out of cotton from T-shirt remnants, and Botanical Paperworks of Canada produces “plantable” cards made from seed paper.) We asked six ECPs to flash their cards and share with us how they use them.

Optical Oasis
Jupiter, FL

Julie Uram’s parents met an artist during a trip to Key West and happened to mention their daughter was opening an optical with a thatched roof and sand-covered floor. He designed her a card there and then. She hands them out both inside the store and out, and occasionally recruits relatives for the task. She has given cards to doctors who practice in town; on the back of these she stamps a $50 coupon. She believes customers that take them do hand them on: “I do ask customers how they found me and they will tell me from either a customer, a doctor, or Google.”

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Kenneth D. Boltz, OD
Dublin, OH

When Dr. Ken Boltz was setting up his new office in 2016, he needed a card with the new location and number in a hurry. He designed it himself, figuring he’d call a professional later. But his chart-inspired card went down so well, he kept it. “I keep cards with me at all times, as do all my staff. Each of us has a goal to hand out at least five each week.” They occasionally place a label on the back offering a complimentary retinal scan (value $39) with an expiration date. “This seems to stimulate those new contacts to call and make an appointment sooner rather than later,” he says.

Socialite Vision
Palm Beach Gardens, FL

Dr. Adam Ramsey sees his cards as an extension of his office, and spares no expense. He recently worked with a designer through numerous revisions “until the shine on the copper lettering was just right.” Given their ability to attract new clients, he advises, “don’t go low cost — go high quality.” He carries his cards everywhere and keeps a stash in his car. He also mails them to businesses from which he would like to receive referrals, including MDs without opticals and opticians without ODs. Not only does Ramsey ask staff to carry them, he even bought them fancy cardholders. “You need to instill that pride in them with their own cards. It’s their office too!” he says.

MacPherson Opticians
Arlington, VA

Kate Giroux worked with a designer to come up with MacPherson’s logo. She has them made for herself and staff, and they all carry them. She will use them to note a discount for customers who need an incentive to come in. Giroux adds that all of her referring doctors use her cards on her behalf when patients ask where they should have their eyeglasses fit and fabricated. “I have even had a few chain optical stores ask for my cards when those opticians cannot fit anything over a + or – 6D power lens or deal with complex compounded prism jobs.”

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Hudson River Eye Care
White Plains, NY

It pays to have a graphic artist in the family — Dr. Larah Alami’s cousin came up with Hudson River’s wordmark and card design. “We have our cards displayed in dispensers, but don’t use them much outside the business,” she says. Doctors and opticians all have named cards, but not support staff. The practice prints up separate cards for discounts on suns with a CL purchase, but hands out a large number of business cards to people stopping in who need to call for appointments. “I don’t think it’s possible to operate without them,” Alami says. “It’s probably one of the first things we did when we opened.”

Goodrich Optical
Lansing, MI

Owner Dave Goodrich’s self-designed cards are mostly intended for use outside the store, including by staff. “I give them to people I meet, I use them for ID at other businesses. I’ve left them with a tip after good service at a restaurant.” When it comes to incentive write-ins, he tends to leave that for his “repair” cards, which allow folks to put money spent on a solder or repair toward new glasses. “I know we get five to 10-plus customers a year from a business or repair card,” he says. “I consider them a marketing tool rather than advertising since they are usually given to people asking about our services.”

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Best of the Best

Spice Up Your Frame Selection with This Strategy That Probably Never Occurred to You

It gives patients a reason to visit based on product assortment rather than discounts.

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PERRY BRILL, GENERAL MANAGER at Brill Eye Center in Mission, KS, was looking for something new to base the practice’s marketing effort on, and knew that having new brands always generates more excitement than just saying you’ve got a refresh. Always one to shy away from typical optical business plans, he hit on a novel concept.

THE IDEA

Tired of brands wanting 30-plus-piece orders, he decided to try bringing in micro-collections of 10-20 pieces every month to create some email and direct-mail hype. He wanted experience with more brands quicker than his usual once-every-six-months, large brand buy. “A retailer should always have a flavor of uniqueness. Restaurants have seasonal menus and opticals should have seasonal eyewear. Give patients a reason to visit based on product assortment rather than discounts,” Brill says.

THE EXECUTION

Perry Brill

To curate a micro-collection of eight to 15 pieces, Brill says, connect with “ma and pa” frame vendors, who he says are just happy to have representation of their eyewear in any city. The easiest way to find these vendors is to go to Vision Expo, find the smaller booths and ask their minimum purchase. “Don’t expect the booths to be fancy!” he says. “Just observe the eyewear for quality and personality before making judgments. Most people will be super transparent and love your idea of creating seasonal collections.”

Brill says a small micro-collection should cost between $500 and $3,000. So far, he’s been impressed with the number of luxury or quasi-luxury brands that let him dabble with smaller orders. Being in the Kansas City area, he says, “It’s pretty easy to have exclusivity, with everyone selling bread and butter.”

The small collections now represent 10 percent of his inventory, which he figures is about right, as he wouldn’t risk going deep into the more obscure pricey stuff anyway. “I’m okay if it doesn’t sell quickly since the investment was slim.”
Micro-collections that have worked well for Brill include:

  • Ethnicity: “Asian and global fitting with acetate built-up pads and special wider temples. Don’t need a ton of frames but enough to tackle difficult-to-fit. Opticians need to up their game with fitting standards. The moment you solve frames on cheek issues — patient for a lifetime.”
  • Lucas De Stael (shown): “Ultra luxury for the high rollers and lover of texture and design. Made of leather, stone or cork. Retails for $1,000-plus.”
  • Sospiri: “Ultra luxury for the fancy woman who wants to shine — literally. Most jeweled frames are tacky; these are classy. $1,000-plus. People that want jewels want it! They will go find it if you don’t have it.”

THE REWARDS

Brill says the main benefit of ordering micro-collections is they give you a reason to engage with patients via social media and email. In such a competitive environment, and having access to great independent collections, it’s fun to test the waters with new product all the time, he says. And from a patient perspective, Brill believes that when they walk into an office they always want to see something new. “Carrying the same branded collections is easy, but having lots of collections gives patients choices and a tour around the world of independent eyewear. My optical is used to rapid change and every optician always wants to show what’s new.”

Do It Yourself: Micro Order Luxury Frames

  • PRIDE OF PLACE. Label an area in your optical with catchy signage that says something like: “New season eyewear, feel invigorated.”
  • DON’T SWEAT THE… “Don’t think too hard,” says Brill. “If the frames are bad sellers, the risk was low and you don’t need to worry about returns.”
  • HAVE FUN. “Go funky, always!” is Brill’s motto. This is your time to try wacky new inventory you would never go 50 frames deep in.
  • TAKE YOUR TIME. The key to selling such frames is sitting the patient down, explaining to them the brand story and frame characteristics.
  • GET THE WORD OUT. Inform your patients you have something cool and new in stock. “Thank goodness for email campaigns,” says Brill.

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