1. Is my optical dispensary visible and attractive? Have I gone the extra mile in encouraging patients to visit my shop?
It may sound obvious, but I’ve seen too many situations where the look and placement of a practice’s optical dispensary appears to be an afterÂthought. I can’t stress strongly enough the importance of visual appeal when it comes to increasing optical sales.
The dispensary should be eye-catching, attractive, clean, and well organized.
Seating and other furniture should be comfortable, warm, and inviting. Photos of people wearing your glasses should be visible. Attractive ads and videos can be effectively included as part of the display, and any mirrors used need to be flattering. Think about providing a coffee/tea/refreshment station to encourage patients to spend some extra time.
The goal is to make the shop a natural, connected arm of the practice—an attractive, alluring solution center for patients’ needs.
I also suggest developing a handoff method from physician to optician, as experience has shown some patients respond well to being “invited” to visit the optical dispensary.
The ideal transfer protocol will vary from practice to practice—in some, a “walk-and-talk” approach, where physicians physically walk patients to dispensaries for a discussion of their needs, works well. Others use a buzzer system that summons the optician to the exam room, where the physician introduces the two parties and explains eyecare recommendations in front of both parties.