Differentiation: The Key to Set You and Your Office Apart from the Competition

By Peter Shaw-McMinn, OD

In order to compete in todays market you must differentiate yourself from the competition. This is true for individuals as well as the businesses around them. As a result, it is critical to identify the ways differentiation can be achieved. One strategy uses the latest technological advances in eyewear and eyecare to position the practi/2020Exams/business as the better patient choice. This course reviews business positioning and the products that can support that identity in the market.

WHY DIFFERENTIATION?

If you believe you are different from other offices in your area, have you communicated that difference to current and prospective patients? How do you know?

First, consider how your business is positioned. It doesnt matter whether the business or practice is optician or optometrist owned. What is critical is how your patients perceive you, your products and services.

Next, determine your business target audience and those points of difference that support your identity. Then consider every step in which a patient interacts in the practice and the products and/or services that support or conflict with the way that the practi/2020Exams/business might be perceived. Match strengths with patients that can best benefit from them. Develop a plan to address those areas and/or patients that dont match, review frequently and adjust the plan as needed. In order for the public to make an informed choice in choosing the ECP that best meets their needs, they must know the difference between providers. This difference is referred to by the business community as the brand or brand identity or image for you and your business.

FOR EXAMPLE

A common question is: What is the best progressive for my patients and practice? It is impossible to answer this question without the ECP having a clear positioning of their practice or business and the other factors that determine the way in which they do business. Consider the following questions:

• How is your office or business positioned?
• Do you use a variety of designs for your patient demographics?
• What is the percent of small frames or three-piece rimless used?
• Is the design available also at chain retail?
• Do the same designs need to be available in all lens materials?
• Will lab and manufacturer support meet my needs to differentiate my business?
• What warranties and promotions will help grow the practi/2020Exams/business?
• Is training readily available to make staff the best that they can be?
• Is product literature easy to understand and are consumer materials readily available?

And, if we answer these questions, we can craft a plan for differentiation that shows us what to do regarding identity, staff, product and services.

POSITIONING AND BRAND IDENTITY

Positioning is one sentence that describes the way you and your office is perceived by patients; your brand identity. Therefore, a positioning statement has all the descriptive elements of the practice you aspire to. In fact, your patients should be able to tell you these same things if youve communicated it well. It also describes competitive differences. For example, read the following ways a practice might want to differentiate themselves.

We are a local, independent eyecare office that provides the best in patients eyecare including eye health, contemporary designer frames, the best in spectacle lens materials, designs and contact lenses, by doctors and staff that are better educated to help you best meet your eyecare needs.

We are here to offer low price, efficient eye-care and products. When you come to us, you can expect to be immediately seen, have a quick exam and be offered products that will fill your basic needs.

Having a story to express i.e., a positioning and a brand-identity is essential. Therefore, communicating this message consistently is the responsibility of everyone in the office as well as any print or marketing materials. And, a consistent message creates word-of-mouth advertising and word-of-mouth has always been the number one way to obtain new patients for health-care practitioners.

So, to differentiate yourself from the competition, communicate your story and your brand to your patients and give them the words to use when speaking about you. Once the community knows how you are different from other eyecare professionals, they can make an informed decision about why you can better meet their needs.

USING PREMIUM PRODUCTS MEET PREMIUM POSITIONING

Successful practices positioned as providing the best in eyecare differentiate their practice by offering premium products and services to match their intended brand identity. This means that if the practice or business says it is the best, then all activities by staff and the products they dispense are also the best.

When choosing a progressive this means that there is no such thing as plain vanilla i.e., one design fits all but rather that all patients benefit from progressives that are designed with a specific wearer in mind. As a result, the question is not which design is best but which design is best for this patient. This requires that the optician understands product differences and can match them to the right patient.

Choose a company that offers a comprehensive library of premium progressive designs to meet every patient need (Varilux, SOLA, HOYA, Shamir, among others). These lenses meet the premium identity requirement and support the positioning of the business.

DESIGNS TO MEET EVERY PATIENT NEED

Using the following example, patients often know about progressives as no line multifocals but do they know there are different progressives for each of their specific needs? The best eyecare provides the right lens for each patient need. Regardless of whether you use a variety of manufacturers or one most of the time, define the patients need and use the best lens to fit that need.

For example, you might say: We have a variety of special progressive lens designs specific to each of your needs. Let me describe how we ensure the right lens and take into account the vision you require before, during or after work, regardless of whether you choose a fashionable small frame or will make the switch from the traditional bifocal youve worn to new progressive lenses. Ill also describe the doctors recommendations for photochromic and anti-glare lenses for indoor, outdoor and evening wear.

This requires all opticians and staff to understand simple descriptions of the lenses used and that those descriptions are delivered as a consistent message by all. In this way, each patient gets consistent information about products and services that support the brand positioning of the office.

Try these:

• _____________ for general wear use with lots of reading area and is available in standard, thin and light and super-impact resistant materials. Patients that have worn this lens before appreciate its attributes and we usually continue them in that design.
  • Insert any of the following choices above
  • Varilux Comfort is a Varilux design
  • SOLAOne is a SOLA design
  • Essilor Ovation is an Essilor design
• With that smaller frame, you might wonder whether theres enough room for the reading area in your lenses. We use (insert the brand used in your office) which is specially designed for the small frame while still providing good reading are availability.
• As a bifocal wearer, Id recommend you consider progressives, which are all distance multifocals without lines. New designs have been specially designed for the bifocal wearer and provide the same visual experiences that youve had with your bifocals while improving othersthey get rid of the lines for continuous vision in all directions and they provide the large reading area you are used to.

Of course, you can substitute a variety of lens products for the scripts above. However, ensure that any product used meets the brand positioning of the office and can in fact set you apart from the competition.

CHANNEL IDENTITY SUPPORTS DIFFERENTIATION AND ADDRESSES PRICE SHOPPING

Independents want to differentiate themselves from chain retail and as such should consider products only available in the independent market. For example, Varilux has long promoted its products within the independent market contributing to practice growth of the independent ECP even when surrounded by chain retail. However, is the message getting through?

Independent practices increased their share of eye exams from 64.1 percent in 2003 to 65.3 percent in 2004, according to Jobson Research Vision Watch. However, during the same period independents share of optical product sales has declined from 49 percent to 45.8 percent. Of people who have had an eye exam in the past six months the share of eye exams has risen even higher to 66.1 percent. Unfortunately, the share of eyeglass sales has fallen even further to 43.3 percent, according to Jobson Research Vision Watch, May 31, 2005. This indicates that the doctor has been effective in communicating or the public believes that independents provide better exam services. However, patients may think that the products offered by chain retail are superior or better priced.

Focus groups (Management and Business Academy Focus Group Survey, November, 2004) have shown they expect the doctor to serve as a medical advisor giving an objective appraisal of visual needs and recommend the best products to fill those needs. Studies show that patients want information about new technology as it becomes available. They want product recommendations from the doctor based on knowledge of the patients medical and lifestyle needs. Therefore, the practitioner plays an important role in communicating the best sources for required eyecare products and the products carried support that brand identity.

Also, differentiating by channel allows the use of different products named differently and can also help when patients are price shopping. It provides an opportunity to describe your products and the services you provide so you have a chance to extol your own abilities. We dont carry X but we carry Y and it is a premium anti-glare lens that we have had terrific success with. Patients notice the improved durability and ease of cleaning.

If your brand positioning is the best in eyecare, there is the opportunity to improve the quality of patients lives on a daily basis. Nearly everything patients do requires eyesight and by improving patients vision, we improve their productivity and overall life experiences. We can also influence the attractiveness of our patients with the frame and lens colors, styles and material properties sold.

DIFFERENTIATION BY MATERIALS AND TREATMENTS

Youve heard this before, If it aint broke, dont fix it! Gary Gerber, OD, president of The Power Practice, a leading practice consulting firm, says, If it aint broke, then break it! Patients expect results from the exam and a visit to the optical department. They expect to get something better that will make their life easier and more enjoyable. They actually look forward to coming in on a regular basis to have an experience that tells them they are benefiting from all that todays technology has to offer.

It is highly likely that there are newer lens materials and treatments now available than when the patient was in last. If you are positioned as delivering the latest and best in eyecare that means that a discussion of these changes is required to fulfill the office mandate of patient care.

For example, the patient may have an older generation of photochromic lenses in their current frames or decided against them because of an experience with them many years ago. Its too easy to agree with them that since they had tried them once and didnt like them not talk about the newest advances. A short but complete review of the benefits is essential. Taking the time to describe the benefits of the newer generations of photochromic lenses provides the patient with options that mirror the identity of the office and opticians in their eyes.

For example, New photochromic lenses better meet your eye health and comfort needs than ever before. For eye health, they are 100 percent UV absorptive and thats important as there is believed to be a strong link between eye exposure to UV and the formation of cataracts and/or macular degeneration. These lenses provide complete protection. For comfort, they darken and lighten faster than previous versions and are so comfortable most patients dont know they have changed. They are automatically the right darkness or density. And, they are now available in the lens styles that we chose with the same performance in the thin and light lenses you prefer.

When your community and patients recognize the increased value in the products offered, this supports increased pricing. The products and services meet a higher value proposition for the patient. This allows the purchase of the latest diagnostic instruments, better tools and improved furnishingsall mirroring the way that the office differentiates itself from competition.

IMPROVED INCOME FROM DIFFERENTIATION

For example, convert one bifocal a day to a progressive. This provides the patient comfortable and continuous all distance vision. Imagine the most change possiblea basic clear bifocal to the best for example, in the Varilux category, a personalized progressive like Varilux Ipseo. The change is dramatic both financially for the practice and visually for the patient. A typical office may charge $90 for a pair of bifocal lenses. Converting this same patient to a pair of Ipseo lenses increases the income by $550 - 90 = $460. If you convert one bifocal wearer a day to Ipseo your practice revenue will increase by $460 x 5 x 4 x 12 = $110,400.

Without gaining one new patient, increase office revenue by $110,400 a year by converting one bifocal wearer a day to progressive lenses. If you believe you do the best job for the patient then provide the patient options and let them decide. Changing to the newest lens designs and/or materials or treatments allows you to provide better vision and better care. Enthusiastic patients tell all their friends about their amazing new anti-glare lenses, easy cleaning and UV protection from cataracts and macular degeneration.

DURING THE DOCTORS EXAMINATION

Be sure the doctor is also discussing new products and technologies during the refraction since the doctors opinion is key to the patient believing these products are consistent with their eye health and eyecare needs

IMPORTANCE OF PROVIDING GOOD CARE TO PATIENTS

The level of care you provide your patients will influence their perception of your practice brand. John Naisbitt, a futurist and one of the authors of Megatrends 2000, notes the brand for healthcare in the 2000s should be high tech, high touch. This is consistent with the healthy vision approach successfully used by many offices and described as the Healthy Sight Counseling model of vision care, by Transitions new global medical director, Susan Stenson, MD, F.A.C.S.

She explains Healthy Sight Counseling in a position paper available from Transitions Optical. General medical care relies on the history, physical examination and various hereditary, social, environmental, occupational, and recreational considerations to generate prescriptions to help treat and/or prevent disease. Healthy Sight Counseling is based on the premise that this same comprehensive approach can be used in vision care, in which a thorough history and comprehensive ocular examination are the starting points, and depending upon findings and potential risk factors, a prescription may be required to correct current abnormalities or prevent future ones. This comprehensive evaluation, including a through consultation with the patient, with evaluation of the patients visual lifestyle and a detailed discussion of what he/she wants from eyeglasses, is the key. Using this approach will result in patients who are healthy, happy and enthusiastically using new lens technologies to give them better eyesight and protect their eyes. For example, telling patients according to Healthy Sight Counseling studies show 80 percent of lifetime UV exposure occurs before the age of 18 and most damage occurs before the age of 30 they will recognize the value of children wearing good sun and impact protective lenses like Transitions V in polycarbonate or Trivex.

LAB AND MANUFACTURER SUPPORT

Be sure that the lab and the manufacturer of the products you use meet your brand positioning. Their web sites and consumer literature must mimic everything you say about their products. Remember, many patients today visit company web sites and are better informed than ever before about products.

Do they have materials for you for point-of-purchase? Are there demonstrators that make product benefits easy to show and describe? If not then the products cannot support your brand positioning. This is also true of the warranties and promotions available because they can help grow the practi/2020Exams/business while staff improves experience. Is training readily available to make staff the best they can be? Continuous training, education and improvement are critical to maintain a premium office.

DEMONSTRATION

To tell the technology story, show me is often easier than explanations. For example, polarized sunwear makes the most comfortable sunglasses. They protect patients by absorbing blinding glare while improving comfort by absorbing polarized light scatter in the field of view. Show this to a patient and they more easily understand why these lenses are different and may wonder why no one else had taken the time to demonstrate this benefit before for them.

For example, the Younger NuPolar demonstrator mimics the effects of blinding glare exactly. The reflections off the surface of the road scene make the words in the back ground invisible. When viewed though a polarizing lens, the glare is gone and the words can be read. In real life, polarizing lenses absorb the reflected polarized light and remove the veil that masks clear vision. Patients see better, are more comfortable while wearing safer lenses.

BRAND POSITIONING A PART OF ALL TASKS

In the optometric office, whether at reception, in pre-testing, during the exam, in optical or in follow-up and recall, your brand positioning must be critically consistent. Constantly question all tasks, operations, products and communications for consistency. It must meet your brand positioning, since it is key for differentiation.

In an opticians office, greeting the patient, reviewing the prescription, choosing lenses and frames, fabricating and verifying eyewear and its subsequent dispensing all add to the ability to differentiate you and your business.

DIFFERENTIATION: A KEY TO SUCCESS

This course suggests differentiation from others by adopting the brand-identity of high tech, modern and up-to-date. Reinforce this brand by using the latest lenses and their features. Compete by using lenses others do not market. Discuss needs with all patients and you will discover the opportunity for polarized plano and prescription sunwear, AR lenses, UV protection, newer progressive designs and computer glasses.

Use the Healthy Sight Counseling model of vision care and you will know the health and recreation needs of all patients and match products with need. Many drugs cause sensitivity to sunlight. Many systemic diseases cause visual disorders. Occupations require special lenses for optimum productivity. Sports and hobbies benefit from many of the newest lens technologies.

Positioning these products throughout the visit to your office will differentiate you from competitors, result in better patient care and fulfillment of the promise to the patient and promotes business growth that feeds constant improvement.