Originally Posted by
norrimac
Hi everybody,
I'm a Scottish writer working with both British and Spanish Opticians. (Optician Marketing.) I've published a marketing guide (free) specifically for British opticians. I want to make it avaiable in the States & Canada too.
Can you trans-Atlantic folks help me with some of the terminology?
If anybody can help, I'll be glad to send you a copy of a $69.95 manual of specific marketing strategies for Opticians. (It'll be in UK English till I can fix it, though!)
What do you call a small, independent Optician? Say, with 1 (or more) Optician shops in a mall, or a small town, for example? In the UK, that's a 'High Street Optician' but I don't think you'd say that in the States? Or would you?
Independent Optical / Optometric Practice
I notice that there's a tendency (in the US at least) to use the word 'Optometrist' rather than 'Optician'. While I know the difference, do US Optical Shop owners prefer one over the other? Or is there a legal reason for this?
Legally the term Optometrist is protected in all states, the term Optician is protected in about half the states. Optometrists are the primary care doctors in the ophthalmic arena and opticians are the primary suppliers of eyewear in the ophthalmic industry. I could go into more detail but it woudl be similar to your ophthalmic opticians and dispensing opticians, the Optometrists of the US would be like a beefed up versio of your ophthalmic opticians because they also are allowed to prescribe many drugs.
UK Opticians are having a hard time with competition fron Chinese websites and big, multiple stores. (Specsavers, Boots/D&A, Vision Express etc.)
The US and Canada are the same, even the large once ophthalmic firms are going direct to consumer here.
Are US/Canadian Opticians concerned?
Some are some are just used to getting small piece of their business cut away from them.
If so, which multiple, franchise-type operations are proving challenging?
Lenscrafters, Pearle, Walmart, Sears, Americas Best, FourEyes, HourEyes, etc. Most independent in the US have figured out that these shops are not truly competition when compareing the total experience.
Thanks in advance.
Norman. (Spain)
PS Remember to send me an email address for the manual.
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