Are We Losing Our Heritage?
		by Brad Williams, O.D., F.A.A.O. CEO, Williams Group

Every now and then, we should ask ourselves, “are we fulfilling all of our patient’s lifestyle visual needs?”  In some ways, apparently not.  Jobson Research reveals in 2006, independent optometrists conducted two thirds of the eye examinations, but they only received 48% of the eyewear market share.  That means we left a whopping $6 billion on the table that year.  Where did it go?  To our competitors?  Say it isn’t so!

In other words, unbelievable numbers of patients are leaving our practices with less than they needed and they’re getting it  somewhere else.  I haven’t seen the numbers for 2007, but I’m not certain I want to know.  It might give me stomach cramps.

So, why are patients taking your/their eyewear prescriptions somewhere else to be filled?  Here are a few reasons:

1. Inadequate patient information regarding eyewear for daily, hobby, occupational and safety needs.  Solution – review your “Welcome to the Office” form and make certain you are asking the right questions in the right way.  It probably needs to be updated.  Also, during the case history/pre-test cycle of production, make certain your staff are fully trained to help you uncover all patient eyecare and eyewear needs...

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"Sometimes our best is simply not enough....
We have to do what is required."

—Sir Winston Churchill

iNEWS, published by Williams Group, is a free resource to members of the optometric community. You don't have to be a client to receive these valuable insights on the optometric market.