We live in a competitive world. Everyone’s looking for the best – the best service; the best glasses or contacts; and the best deals. For many, the knee-jerk reaction is to go online for those deals, making it difficult for eye care professionals (ECPs) to compete with online retailers. However, Jonathan Cargo, OD, has some suggestions to help his fellow ECPs stay competitive despite online stores in Review of Optometric Business.

Address Misconceptions On Pricing

As mentioned, patients often have the knee-jerk reaction of believing that in-practice purchases are more expensive than purchases made online. To combat this misperception, Dr. Cargo proactively manages patient expectations upfront, explaining that his office accepts all the same vision plans as online retailers, giving patients access to the largest selection at the best prices.

In managing his patients’ expectations upfront, he also uses a co-payment calculation tool to help his staff better explain the patients’ initial costs as well as the discounts and benefits available. This tool (Cargo uses Max, but there are other options like Zilliant, Reactev, and Paradeyem) helps to streamline the in-practice shopping experience and helps patients feel more comfortable making a purchase decision.

Implement Your Own Online Showroom

We’re sure you’ve heard the saying “If you can’t beat them, join them.” Dr. Cargo’s suggestion of owning an online showroom puts that phrase into action. This digital showroom (Cargo uses Optify, but others include My Frame Gallery, Luna Solutions, and Fittingbox) allows his patients to browse for frames online and virtually try them on to get a better idea of what they’d like to see when they come into his practice. They also have the ability to share photos with their family and friends, helping to solidify their selections.

After picking 3-4 frame options from the online showroom, Dr. Cargo’s staff pulls those frames from inventory and has them ready to go for the patient’s appointment. The patient then gets to try the frames on in real life, helping them to get the feel for them and ultimately make a decision on which one they want. This increases optical efficiency and also helps reduce hesitation on the patient’s side because they’ve already done most of the work at home.

Your Online EyePromise^® Store

When partnering with EyePromise, you have access to many different resources, tools, and support. One of those tools is a personalized ecommerce page for your patients to purchase EyePromise eye health nutraceuticals. This page automatically inputs your doctor code, giving your patients the absolute best price for their EyePromise prescription. This page also offers convenient and automatic home shipments through the Auto Refill Program, making it the easiest, most cost-effective way of getting their EyePromise nutraceuticals.

Learn more about partnering with EyePromise.

Offer Patient Financing

Sometimes, a purchasing decision is solely based on financials. Frames and lenses can be expensive, and with all the additions like glare and blue light films, scratch resistance, and transitions, optical purchases can become overwhelming for some patients. That’s why Dr. Cargo recommends offering some level of financing. In his practice, he utilizes CareCredit, which allows patients to walk out with the spectacle purchase they need but pay for them over time. Cargo’s office also offers one year of interest-free financing for purchases over $500, creating a purchase incentive for patients that ultimately benefits both them and his practice. Other finance services for practices include Sunbit, Ally Lending, and RepeatMD.

Dr. Cargo leaves readers with this thought on patient financing,

“Don’t be afraid of offering a financing option to your patients. You’ll be surprised at how many want and need this service. It also has been very helpful for annual supply contact-lens sales, myopia management and [occasional] dry-eye therapies.”

Being an ECP in today’s digital world comes with its challenges, but Dr. Cargo has offered some great suggestions for keeping up with online retailers. You can also partner with organizations like EyePromise, who help you take on the world of ecommerce so you don’t have to go into it alone. If you’re interested in becoming an EyePromise partner, have your local EyePromise Regional Account Manager contact you!