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A Commitment To Quality Eyecare

by Rachael Click, OD

There are many challenges when opening a new practice. Fortunately, many companies are willing to help—you just need to find the right partners.

Before opening Preferred EyeCare Center in Mt. Pleasant, S.C., my team and I decided that the practice should be built on a commitment to providing quality eyecare. We soon realized that our goals aligned perfectly with Transitions Optical's, and have been partnering with the company ever since. As a result of our efforts, we were honored as the first-ever Transitions Eyecare Practice of the Year.

GROWING OUR BRAND

Despite being a newer practice in a tough economy, we achieved 200 percent growth with Transitions lenses in 2011. About 85 percent of the lenses we sell include an AR coating.

Understanding and believing in the products you're recommending is essential for this type of growth. Your staff has to be on board—ongoing training and education are critical.

■ PRE-APPOINTMENT. Before appointments, we direct our patients to the Transitions EyeGlass Guide (eyeglassguide.com), which asks questions about their lifestyles and eyewear needs. This starts the education process. We ask patients to bring in their results so we can discuss them.

Preferred EyeCare Center team accepts the Eyecare Practice of the Year Award at Transitions Academy

■ IN THE CHAIR. During the exam, I write down final product recommendations and share them with my staff. In most cases, we believe our patients can benefit from at least one type of Transitions lens. Because we believe in Transitions lenses—and the entire staff wears them—our patients want to wear them, too. In 2011, we implemented a 30-day guarantee, which helped first-time wearers feel even more comfortable.

■ POSITIONING PRODUCT. Another area we focus on is UV protection. Located in a southern climate, it's easy for us to demonstrate the benefits Transitions lenses provide outdoors. We position the lenses as sunscreen for the eyes—and wearing the lenses can help prevent long-term eye damage.

■ COMMUNITY EVENTS. Outside of the office we promote quality eyecare during community events. In 2011, we held four business events, which helped us generate visibility and gain valuable one-on-one time with new patients. These events, along with patient referrals, have helped us grow our practice.

In 2012, we look forward to continuing this community outreach with the resources we've been awarded through the Transitions Healthy Sight for Life Fund. EB