Marge Axelrad: Editorial Director

Attitude. Temperament. Disposition. Whatever you want to term it, the mood of today’s consumers and patients are not what they were one year ago.

While shock of the economy’s strains hit the optical and eyecare field later in relation to other business sectors, over a year’s worth of financial challenge, credit crunch, purchasing caution and government debate is giving way to a new outlook among customers for virtually every type of service, from health care to retailing.

Authorities on consumer behavior are talking about something pervasive.

This is a national mood swing, one we’ve called The New “Frame” of Mind, a topic we explore in our Cover Story this issue, from the top-of-the-trees big picture to the real-life decisions faced by many of you who are trying to forge a profitable future.

It’s not so much that consumers are angry (although some of them are plainly frustrated by their own circumstance and what they read and see everyday). It’s more about how the events of this past year have drawn new lines around what is important, desirable and valuable—themes that are modulated by different customers in different ways.

Are they trading down? Are they willing to invest in what they consider quality and value? Are they still willing to spend similar dollars but their priorities about those spends are different?

The bottom line is to realize how important it is to monitor and understand what your particular customers are going through, align that with the realities of running your practice and, if necessary, press the re-set button on what you offer, what messages you send and how you invest in the things that are most meaningful for your practice, dispensary and patients.