Adding an optical shop as fixture of success

Take-home message: A whole-hearted commitment to building and designing a dispensary from the ground up is vital for its success, explain those who have first-hand experience.

By Rose Schneider, Content Specialist, Ophthalmology Times

Optical dispensaries can be a significant driver of revenue for eye-care professionals (ECPs).

Consider that about 60% of an optometric office’s total revenue is from frame and eyeglass sales, according to Samantha Toth, ABOC, president of Innereactive Media.

Even with that statistic, however, many ophthalmologists may be apprehensive about adding optical shops to their practices.

“Any ophthalmologist can add a dispensary and make it work,” encouraged Sherrie Rogerson, senior director of corporate accounts for REM Eyewear, Sun Valley, CA.

The key is fully understanding that the process is not as simple as adding a dispensary and then expecting the money to start magically flowing in.

“If you think you’re going to try this out on the cheap and just put a few frames out and see what happens, nothing much will happen,” said Barbara Wright, president of Barbara Wright Design, Smyrna, TN.

However, the process of building a profitable dispensary from the ground up—and then maintaining it—is surmountable, as long as full attention is constantly put into the optical from day one, Wright said.

“You will have to make a good effort, . . . half-stepping is a way to disaster,” she said.

Internal server error