Blog
Blog
 
 
 
 
 
 
 
 
 
 
 
Blog
IDOC actively shares industry-focused articles, blog posts, podcasts, videos and other thought leadership with our members and other optometric practitioners. Below, you will find links to our growing library of educational materials and multi-media assets written and created by IDOC's team of seasoned industry experts.
Patricia Basile | 6/24/2019
WHAT'S WITH ALL THE BUZZ ABOUT PACKAGE PRICING?

If you have not already done so, embrace package pricing. It brings simplicity and potential for additional revenues.

Consumers today demand that they know prices up front. This transparency is the bait that the big-box, discount and online retailers use to lure in customers.  

That is not to say that you need to match the corporate retailers’ prices; our customers do not necessarily expect to get away with ‘two pair for $59’, but they do like knowing what that starting point is. You can assemble a basic value package consisting of a frame, SV lenses and a basic AR coating for $179-$199. Your comprehensive package may not have to compete on the dollar amount, but you do need to be able to compete with the transparency; your patient will appreciate knowing what to expect.

Use what you already know.  It makes sense to limit the lenses you sell for basic, upgraded and premium lenses, since you want to control your costs. If you look at your sales data, you will probably find that you have two or three go-to products you use frequently. Build your packages around these lenses that you already favor. You will also no longer “start” with a lens that does not offer anti-reflective lenses, which is almost universally considered a minimum requirement.

Be aware of new products and pricing.  Always be asking your lab rep about possible lower cost options that will continue to deliver the high quality you expect.

Bundles make perfect sense. You will pair a basic lens with a basic AR, a moderate lens with an upgraded AR and a premium lens design with a premium AR. Within these categories, the optician will still have the latitude to order the brand that is most appropriate for the patient. This is much easier than quoting for lenses, then adding this feature or that treatment.

Critical components.  Your optical staff will need to become knowledgeable about the packages and their pricing, as well as becoming comfortable with quoting the package price, the patient’s vision care plan discount and the patient’s co-pay, thereby demonstrating the savings realized by your customer.  Initial and ongoing education will be critical to success in this arena. Roleplaying exercises will help every staff member become more comfortable if this is a new concept in your office.

Have fun branding your packages. Instead of Good, Better, Best try something that is in keeping with your overall marketing strategy. Glimmer, Glitter, Shine. Ascend, Achieve, Attain. Have a contest among the staff with a prize for the most imaginative names.

As with almost anything new, it is only awkward at first. Once it becomes familiar, you’ll wonder why it took so long to make the change.

 

Pat Basile

CT LO, NCLEC, ABOC

IDOC Optical Management Consultant

https://meetme.so/PatBasile

Patricia Basile
Optical Management Consultant
Pat Basile has extensive experience in sales, customer service, management and laboratory operations in the optical field. Licensed in Connecticut and certified by the ABO and NCLE, she has had great success in developing and implementing growth plans, providing training and leadership to achieve greater sales and productivity results. She believes that the consumer is much better served by the personal care provided by small, independent and caring optometric practices. Pat will listen to your concerns and help you identify those things that can be done to bring your practice to the next level. Some of these things may include training and setting goals for sales and customer service, inventory management and frame board management.
Trending Blogs
 
 

5/19/2022 | Author: Steve Vargo

As research for launching a new service called IDOC Specialty Services, I interviewed several industry experts of various specialties. At the end of each call, I asked everyone the same question: “What prevents more ODs from succeeding with a specialty?”

Their answers were insightful.... Read more


5/3/2022 | Author: Amy Alvarez

The pandemic has caused many changes in private practice, affecting everything from the way we see our patients to what we expect from our employees. Although some of these changes serve us well, others may feel like a barrier. While attendance issues are not new... Read more


4/25/2022 | Author: Lana Greene

Do you ever wonder if the same amount of effort goes into selling eyeglass frames vs. selling lenses and treatment options? I certainly do. Speaking from experience as an optician, I remember always being so excited when new lens technology was released. I couldn’t wait to fit our... Read more


4/8/2022 | Author: Steven Festa

Alright, I will come clean on something very few people knew about outside my family.  I’m OK with sharing this with the world now as it helps prove a point about the importance of being present in local searches.

Ever since COVID started, my wonderful wife had started... Read more


4/4/2022 | Author: Jelissa Brooks

Expanding your staff is an exciting step in independent practice growth. If you’ve recently added a new OD to your practice, get the word out to your audience through social media!

Promoting a new associate OD through your social media channels is an effective strategy in... Read more


3/15/2022 | Author: Nathan Hayes

In case you haven’t noticed, the Consumer Price Index was up 7.5% in January, as compared to 2021. In short, this means that a basket of goods like food, energy, and other consumer goods cost 7.5% more in 2022 than the year before.

Practice owners feel the squeeze in multiple... Read more


2/28/2022 | Author: Steve Vargo

Are you experiencing burnout in your professional career? It’s okay, you can admit it. You’re not alone. In fact, studies have found that approximately 50 percent of physicians are suffering from burnout.

Twelve billion dollars. That’s a conservative estimate of the cost incurred to... Read more


2/17/2022 | Author: Amy Alvarez

The last few months have been filled with rising wages, steep job competition, and continued uncertainty. Practice owners are being approached by staff about pay increases and are receiving higher wage requirements from job candidates. Many businesses are advertising their starting pay,... Read more


2/7/2022 | Author: Lana Greene

I often hear from ODs and opticians that their patients are taking their prescriptions and purchasing eyewear at Costco, Warby Parker, or other online retailers. Rarely do I hear the reason why. Finally, the opportunity was in front of me so I could ask questions to a consumer regarding the... Read more


1/24/2022 | Author: Steven Festa

Does hearing SEO make your eyes glaze over a bit and cause your mind to wander? If you answered yes, then you are not alone. While tough to grasp initially, SEO is important for your practice, and as providers of Read more

© 2022 IDOC. All Rights Reserved