Investment in equipment can pay off in practice!
Patients are getting smarter. They’re in love with technology and you need to be at the same level to interact with them and to connect with them. Customers are in love with the cutting-edge technology. Research shows that 30% of consumers invest in smart home technology just to be on the cutting-edge of technology.
Investing in optical equipment and technology is giving ECPs many more opportunities for developing their roles much further than simple eye tests for customers. It allows them to provide a much wider range of eye care and their knowledge of and ability to deliver services using the latest equipment are likely to be important tools in capturing and retaining customers.
For example the OCT has revolutionised eye examinations enabling ECPs to observe the eye in a completely new way and make better decisions when better information is available. With the increased quality and quantity of information achieved with good optical equipment opticians are empowered to do an even better job.
If your competition has a reputation for being low tech, cheap and cheerful, rather than trying to undercut them on price you can innovate by revamping your marketing to emphasise the quality of your leading-edge optical equipment and charging a premium for them.
However information and education are key to being able to charge a premium price for an eye care or eye health service. The bottom line is that every independent optician needs to prove that their optical equipment is necessary, rather than demanding that patients believe it to be so.
Efforts to enhance your patients’ knowledge of the optical equipment you have invested in and provide them with the abilities to understand how the equipment can diagnose and prevent eye conditions, and improve eye health, can help independent opticians differentiate their service offerings. It can also provide a strong foundation on which to build trusting relationships with customers.