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Is your optical dispensary under fire?
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Sure, this question's been asked many times over the years. But, as of late, it seems to have a certain urgency. All of us recognize the optical dispensary as a key part of virtually every optometric - and many ophthalmic - practices today.
Fundamentally, it is essential to our professional life's mission to provide patients with clear and comfortable vision. Economically, it is essential to our practice's well being. Indeed, optical dispensary revenues have made it possible for clinicians to be "charitable" in other professional endeavors: to volunteer services for the indigent, devote extra time to challenging patients and accept reduced professional service reimbursements for some managed care plans.
Unfortunately, the optical dispensary may no longer be able to support these activities as it also faces tremendous economic pressures. It is evident every day, for example, in the managed care plan that requires 15%, 20% or even 50% discounts on eye wear, and in the plans that request eye wear "packages" retail at $69, $49 or $39. No doubt these mandates challenge even the most efficient optical dispensary. After all, how does one reduce material fees by up to 50% and still provide high quality eye wear and dispensing services? Although there is no panacea, I firmly believe certain philosophical changes are in order.
First, consider each aspect of your practice a separate entity. Eye wear sales should no more subsidize examination fees than contact lens replacement fees should subsidize fitting fees. Sound familiar? If you value professional services appropriately, you will "weather the storm" of deeply discounted eye wear.
Second, be flexible. Refusing a plan solely because it requires a discounted "package" option may only serve to hurt your practice and your patients. I don't know of many optical dispensaries that thrive by providing only deeply discounted eye wear. Rather, they comply with the plans' requests to provide discounted "packages," but are also willing to meet the patient's demand for upgraded options. To be so inflexible as not to participate might leave your patients no choice but to go elsewhere. Without access, how will you educate and protect the interests of your patients?
Third, know your business. When you consider the plethora of frame and lens options, it is mind boggling for even the most astute dispenser. Imagine how overwhelming it is for your patients. Polyamide vs. titanium? Plastic vs. polycarbonate? 1.60 vs. 1.66? Spherical vs. aspheric? Flat-top vs. progressive? Tint vs. photochromic? If you really know your stuff, you will survive ... and thrive.
Finally, educate. Explain what differentiates your practice and dispensary from others. In the worst-case scenario, you are viewed as overpriced for no apparent reason. In the best case scenario, you are perceived as more expensive but a good value and, therefore, well worth it.