Keeping the Rx
The average capture rate in independent opticals is close to 65%, reports The Vision Council. The rate is slightly higher for lenses, and a bit lower for frames.
According to a poll of recent eyeglass purchasers conducted in May by Morning Consult on behalf of The Vision Council, “Adults choose price/affordability as the factor most likely to influence their purchase. Asking about pricing considerations specifically, one quarter or more adults say budget considerations and perceptions of value influenced how much they spent on their eyewear.”
Tip: “Everyone should want to support locally owned small businesses in the community where they live.”
How can you increase the capture rate at your own location? That’s what we asked two optometrists who are Shamir Peer-to-Peer champions: Drs. Lisa Veal at Eyecon Optometry in Mission Hills, CA, and David Holler at Clarity Vision in Apex, NC.
TIMING
“The goal for us is to offer a personal service of adjusting their current glasses before they leave and using this time to discuss their vision benefits as an in-network provider,” explains Dr. Holler. “That is our best opportunity to keep the optical sale and help patients understand how to maximize the plan they are paying for each pay period.”
RECOMMEND/EXPLAIN
“We make specific recommendations and explain the benefits of the higher quality lenses that we recommend,” says Dr. Veal. “We also have very good warranties on our products.”
BENEFITS
“Practices like ours are slightly insulated by the fact that the majority of our patients have vision benefits and wish to use them,” says Dr. Holler.
PRINT OUT
“I put the recommendations on the patient’s prescription notes and print them out,” adds Dr. Veal. “For example, I will specify Shamir WorkSpace lenses. Patients are less likely to be able to get these specific lenses at every outside retailer.”
ADJUSTMENTS/REPAIRS
“We let our patients know that they can come back any time they need an adjustment or a repair on their eyewear,” says Dr. Veal. “We rely a lot on our personalized care and experience to keep them in office.”
SMALL BUSINESS
“Everyone should want to support locally owned small businesses in the community where they live,” concludes Dr. Holler. “I personally try to buy from independent hardware stores and pharmacies when I can.”
Do you support local small businesses? If so, how do you apply that to your own practice? Tell us about it and share in the conversation on Facebook here.
Erinn Morgan
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