Specs on the Net – The Next Step

In my opinion, practitioners can no longer rely on patients buying spectacles from their own practice. If the Internet is not enough to worry about, the ever increasing competitiveness of the High Street certainly is. Practice owners have a choice. They can either sit back and be scared by Internet retailers and competition or rise to the challenge and be competitive. I believe we should use the Internet to our advantage and use the increased competition as an opportunity to re-evaluate our businesses. This is the perfect opportunity to take the industry of Optometry into the 21st century with modern business management techniques.

So how do we progress from here? Do we stand and fight the ever growing expanse of the web or hide in the corner hoping everything will be ok? 

I believe optometry as a whole needs to change and evolve. Practices need to identify their unique selling point, the thing that sets your practice apart from everyone else.

“If you can’t beat them, join them�

After a two minute search of Google it is clear this is already being done. Without trying, I found 3 websites offering the sale of cheap spectacles online, but the difference between these 3 from the other 4 internet spectacle retailers is that these sites are owned and run by qualified Optometrists!

The Internet is a huge phenomenon. More and more, people are learning how to use it, although some will never trust it fully. But why not embrace it? Websites are a great way to advertise products and services. Many people like to research a purchase before parting with their hard earned cash and so a website can easily advertise the features and benefits of buying from your practice. Maybe use it to promote offers? This could give you an idea of response to the website.

Internet retailing may prove to be positive as it has given us all reason to think about our businesses and business performance. We should take this opportunity to give practices a health check.  Managers could investigate reducing major costs, improving customer service and offering new products. Human resource management is integral in the smooth running of a business and should be considered, no matter what size the business is. If correctly applied simple changes can increase efficiency and in turn profitability. Techniques such as appraisals and staff trainings should be utilised to their maximum. It gives opportunity for employees to feel part of the business and as if their opinions count.

Maybe it is also time to start letting patients realise the true value of a sight exam. I am very interested in supplying spectacles at a reduced cost but refuse to compromise on the medical and ethical aspect of the job. I am also interested in the future of care plans for eye care.  Some are already available and this is the way the industry needs to head.

One long blog entry is not enough to change the world but it is a fine opportunity to say competition should be embraced and that every business should evolve with competition within their market sector. The presence of Internet retailers could be a reason for you to re-evaluate your business and be used positively to identify your practice and the services that it can offer.

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