Overcoming Patient Hesitations?

[LandLord]

The conflicting opinions of Chris and ADO is a classic example of CUSTOMIZATION VS. SPECIALIZATION.

Chris is advocating a more customized or tailored approach to people's needs.
ADO is advocating a more specialized approach, in essence the same for everyone.

To attract customers and compete, it is more important to specialize.

If you have been successful for 100 years, you can do almost anything you want.

[chip anderson]

1: The same for everyone is "specialized?"
2: If you have been successfull for 100 years, it means almost nothing today. Look what's happening to Ford, GM, and Crysler/Mercedes. Look what happened to our wonderfull contact lens retail industry.
3) While I seem to be one who is the last to do so, change is necessary if one is to survive.
4) No, I am not voting for Obama, one must have some concept that what one is changing to is an improvement.


Chip

[LandLord]

1: The same for everyone is "specialized?"

In essence, yes. A heart specialist, for example, does heart work for everyone, not general medicine depending on your needs. That is what a general practitioner does. He "customizes" his treatment depending on the illness.
To use a business example, Sears is a customizer. They sell whatever you want. Toys R Us is a specialist. They sell toys to everyone.

2: If you have been successfull for 100 years, it means almost nothing today. Look what's happening to Ford, GM, and Crysler/Mercedes. Look what happened to our wonderfull contact lens retail industry.

If you are successful, you can do whatever you want for a long time. The big 3 have been doing whatever they want for decades. Their mistakes are just now manifesting themselves. What I mean is, when you have a strong, successful business, you can make serious mistakes that would kill a small startup company.

3) While I seem to be one who is the last to do so, change is necessary if one is to survive.

Agreed.

4) No, I am not voting for Obama, one must have some concept that what one is changing to is an improvement.

Strongly agree.

[opticalwoman]

I know this sounds cheesy, but it works with some of my long term patients. Remember the commercials for feeding starving kids? They always hook you with "for just this many cents a day". For patients that wear their glasses without change for a few years, play off that. If they spend $600.00 on a pair but wear them for three years, break it down to 5 or 6 cents a day. Makes it sound like a better investment. I can honestly say it has worked for me every time I have used it.

I don't know how my quote ended up here instead of where it was suppose to be

[MarcE]

4) No, I am not voting for Obama, one must have some concept that what one is changing to is an improvement.


Chip

At this point we don't even have an idea of what his changes will be. We haven't even made to the point of deciding if the changes will be better or worse. 5 months of talking and he hasn't said anything.

[opticalwoman]

There is one other thing I use. I hate for my office to be compared to Walmart, Costco, etc. When a patient ask me why they can get a pair at Walmart for half the price, I tell them you don't go to McDonalds for steak. We are a Texas Land and Cattle, Walmart is McDonalds. The quailty of their specs will be better, the service and warranty to will be better, and they won't end up with heartburn ;)

[MarcE]

I know this sounds cheesy, but it works with some of my long term patients. Remember the commercials for feeding starving kids? They always hook you with "for just this many cents a day". For patients that wear their glasses without change for a few years, play off that. If they spend $600.00 on a pair but wear them for three years, break it down to 5 or 6 cents a day. Makes it sound like a better investment. I can honestly say it has worked for me every time I have used it.

Brilliant!!

Let's see. 3 pair at $365 each (for easy math). These will last 1 year. That works out to a mere $3/day.
How did you get 5-6 cents/day? My specs are quite a bit more expensive than yours I guess;)

[opticalwoman]

Brilliant!!

Let's see. 3 pair at $365 each (for easy math). These will last 1 year. That works out to a mere $3/day.
How did you get 5-6 cents/day? My specs are quite a bit more expensive than yours I guess;)

I didn't actually figure it, I was just saying. Your way works to less than a cup of Starbucks a day. I live in an uppity town, so starbucks would be the way to talk to these people.:)

[Chris Ryser]

Yesterday was announced on the news that there now 1 Million houses being repossessed, on Frayda the new UN-employment figures came to over 5%.

Many of these people affected will still need glasses................but where will they go? Even if they like the high end stuff, which at this time is a definite no no.

Are you going to be able to come up with selling prices they can afford or are you going to let them go to Costco, WalMart or on line ?

[Jedi]

Quite frankly, the shoppers that are looking for the lowest prices with no regard to other factors, I don't want them. The big boxes can keep them. We can all work within a clients budget, by presenting them with a good range of products, but this barter system that some shoppers seem to be entitled to is not going to fly with me.

[Dave Nelson]

After patients are presented with a price for their eyewear, what strategies do you find effective when patients begin to question the cost? I work in an opthamology office that sells mid-to-high end frames; our prices are expensive, but competitive for the products we offer.

Thanks

best to make sure you spell the title of the doc correctly if you are going to work for an ophthalmologist. ;)

[ilanh]

We are an ophthalmology office that sells mid to high end frames. However, we have recently installed some bright signs advertising "Complete frame and lens" for $99. Over time we have realized that we may have to climb off of our high horses and appeal to the substantial numbers of patients who will take their business to Costco, Walmart, Sears, Lens crafters and elsewhere. Once they approach us regarding the $99 we can always start educating them regarding other options;however, it at least opens the door a tiny bit so that we can have the discussion to begin with. Otherwise, many of our patients simply assume that we are so expensive that they may as well just go elsewhere. If worse comes to worse and they're determined to get the strict $99 special, that'll buy them stock single vision cr39 edged onto a budget china frame.

[Jedi]

We are an ophthalmology office that sells mid to high end frames. However, we have recently installed some bright signs advertising "Complete frame and lens" for $99. Over time we have realized that we may have to climb off of our high horses and appeal to the substantial numbers of patients who will take their business to Costco, Walmart, Sears, Lens crafters and elsewhere. Once they approach us regarding the $99 we can always start educating them regarding other options;however, it at least opens the door a tiny bit so that we can have the discussion to begin with. Otherwise, many of our patients simply assume that we are so expensive that they may as well just go elsewhere. If worse comes to worse and they're determined to get the strict $99 special, that'll buy them stock single vision cr39 edged onto a budget china frame.

I'm sorry you have to go that route.

[Chris Ryser]

Once they approach us regarding the $99 we can always start educating them regarding other options;however, it at least opens the door a tiny bit so that we can have the discussion to begin with.

This is exactly the policy of one of the largest chains in Europe. All their opticians have followed sales psychology courses and their average sale is in the $ 350 to $ 400 range.

[chip anderson]

We have had in our City some "self-referring competetion" that advertised
"Complete Eye Exam and Complete Glasses $58.00. The average patient dropped $450.00 per pair, despite the "doctor" having a drug and other social problems and looking like a greasy hippie. Had his office advertised on the front of the phone book (before the ambulance chasing lawyers made them a better offer) and bill boards all over town.
The things available at the advertised price were so cheaply made and ugly even Medicaid patients wouldn't have it.
His office stayed full and made lots of sales per day (when they could get the "doctor" to show up.
Some would call this great merchandising technique.
The rest of us call it "Bait and Switch."
But, I guess go with whatever your personal ethics and sense of honor allow you to do.

Chip

[Andrew Weiss]

When a patient ask me why they can get a pair at Walmart for half the price, I tell them you don't go to McDonalds for steak. ;)

:D

Judy, as always, makes the most sense with the fewest words.

Frames: I maintain a small number (around 25-30 pieces) of relatively inexpensive ones, partly for insurance reasons and partly for the second pair or for the person who needs to spend less. Yes, they are basic, but they're service-able and sturdy. I always pick the frames for the patient to see that I think will work for that patient's Rx and taste, and I do try to present frames from a range of prices.

Lenses: I recommend what I think will work best for that patient's Rx and needs. Amongst "needs", I include economic reality for that patient. And I don't always assume that the more expensive option is the best one for that particular patient and Rx. Example: 1.67 is more expensive than 1.6 but the visual quality isn't as good (IMHO).

I use the products that give me the least trouble (including AR) and charge appropriately for the product. If the patient objects to the price, I explain why and that the better product means less inconvenience and worry for them. That seems to work.

I also will use the "dollars per day" analogy, especially with patients whom I either know or suspect may be Starbuck's regulars. I also use one I learned from Uncle Fester: "If I told you that you could buy a suit/dress that you could wear every day for 2 years for $600, you'd think it's a bargain. The same's true for your eyeglasses." That does put it in perspective.

[chip anderson]

Of course you could tell them they could go to Lenscrafters and get it for 33% more than your price.


Chip

[Golfnorth]

In my family business they always started with a customer by filling in a customer card with enough information to judge economic condition of patient.

Address: rich or poor area, apartment or single house

Age: working, or retired, making money or living on fixed income

Profession: If lawyer or doctor no pitty on them, if laid off go easy, you can judge a normal income by the type of work they do and sell what will be the best price range which will not offend them.

Type of lenses and frame presently using: give also lots of info to start a sale and not overdoing it.

Always get this information before starting a sale and you will get the best sale for the patients ability to purchase without being under the impression of getting ripped off.

Chris;

I see that you are giving dispensing tips now.....are you an optician?

Regards,
Golfnorth

[HarryChiling]

Of course you could tell them they could go to Lenscrafters and get it for 33% more than your price.


Chip

That's 50% more, Chip and then they give them 30% off. :hammer: