VM spoke with Gary Keen, district sales manager for Essilor Industrial Sales, Charles Arensberg, president of Dispensers Optical Services, and Mark Platter, president of Safety Rx Services. Here’s some of their advice for ECPs looking to add SRx services in their dispensaries.

Patience Is a Virtue: “The decision curve on this could be years, there’s no instant gratification,” Platter told VM. “You have to make a lot of calls. A lot of people try introducing safety with a coupon offer and when nothing happens in a few months, they give up. The people who are in the business today are survivors. Some practices see SRx as a burden, but they’re the ones who don’t last long.” Arensberg noted that dispensers need to have realistic expectations. “For each safety eyewear pair sold, there is likely to be at least one second pair sold, or more.”

All Aboard: Everyone in the dispensary needs to understand this product and its customer. “Make sure the dispensing opticians understand the opportunity for growth, and the program will be successful,” Keen told VM. Understanding safety eyewear must come from the top down in any dispensary. Keen suggests ECPs ask their vendors about ABO accredited training sessions.

Ease of Dispensing: While an eye exam itself might take time, the ordering process for SRx eyewear should be a relatively quick process, less than 15 minutes long, enough time to create a “good feeling” about your dispensary, according to Keen.

Facilitating Business: Providing package pricing and simple solutions for companies that need SRx helps, as does on-site dispensing, according to Platter.

Attractive Demographics: These clients are coming in the door gainfully employed; they are likely to have a vision plan for nonwork eyewear and more likely to be married with children; and they tend to pay cash more than most customers. Also, safety contracts can involve anywhere from 10 employees to 1000, and contracts with companies with SRx needs run for at least a year, if not more. Since managers tend to hesitate changing suppliers and products due to expense, providing quality services helps keep contracts renewed, and therefore, less prone to fluctuations seen with dress eyewear patients..

Low Overhead: These customers are coming in without any need to advertise or lure then in. Once a contract is established with a company, they are coming in--the eyewear is mandatory at work.

Community Involvement: As the old maxim says, it’s not what you know but whom you know. Platter suggests that ECPs involved in their communities have exposure to business owners, and even a short conversation can lead to a business deal. Dispensing Optical Services’ Arensberg notes that approaching organizations like Kiwanis International, Lions Club, or Rotary, or other local business groups, can lead to introductions. Even asking patients--for whom you make dress eyewear--where they work might lead to a connection, he suggested.