The optometry sector in the United States faces growing competition from large corporate chains, online stores, and big-box retailers. Private optometry practices need to find ways to stand out and stay successful in the long run. Just offering lower prices is no longer enough to keep patients or stay in business. Instead, creating a plan that shows value beyond pricing is important. This article looks at why practices should offer more than just discounts, how they can gain advantages through customer service, special skills, and efficient operations, and how technology and Artificial Intelligence (AI) can help.
There are many choices for people when buying eye care. Big chains and online sellers often have lower prices because they buy in large amounts. But for small private practices, trying to compete only on price can be risky. Richard Wan, an expert in optometry operations, says that lowering prices to win patients can lead to low profits and problems running the business. Big companies can sell at low prices and still make money because of their size.
Private practices do not have the buying power or volume to keep prices very low. If fees go down too much, it can hurt the quality of care, lower staff morale, and stop investments in new equipment and improvements. Because of this, competing only on price usually does not work over time. Optometrists must focus on offering different services that patients find valuable enough to pay more for.
Differentiation means offering something unique or better than others. This can explain why a higher price is fair or why a patient stays loyal. A good plan that focuses on creating and keeping value helps practice owners know their strengths and goals. Instead of just lowering prices, practices can focus on several areas to stand out.
One of the best ways to be different today is through good customer service. Patients often choose providers based on friendly interactions, quick responses, and personal care. Small details make a difference—from how staff answer phone calls to how well the practice explains treatment options and follows up after visits. Richard Wan stresses the need for thorough customer service.
This means staff training, listening to feedback from both workers and patients, and always improving how things are done. Good service builds trust and comfort. It helps patients feel connected and want to come back or recommend the practice. This lets practices charge higher prices without losing customers to cheaper alternatives.
Another way to add value is by offering special services not found everywhere. Optometry is more than eye exams and glasses. Practices that focus on areas like children’s vision, specialty contact lenses, or difficult conditions like dry eye can attract patients with those needs. Gavin Baker from Baker Marketing Laboratory says that having a clear specialty helps patients trust the practice’s skills.
Using advanced equipment and having skilled staff for these special treatments makes a practice different from general providers. It also helps explain to patients why these services take time and cost more. Promoting this uniqueness ensures the practice is known as an expert in certain areas, not just a regular provider.
Big optometry chains sometimes have slow decision-making because of their size. Private practices can react faster to patient needs, new technology, or local competition. This quick response helps tailor services, improve how work is done, and introduce new treatments or tools sooner.
Regularly reviewing how to add value and stay competitive is part of this. A flexible plan helps practices change when needed—whether by expanding services, using new technology, or changing marketing based on new trends.
Emotions and unseen factors matter in patient choices. Trust in a familiar optometrist, the reputation of the practice, and good past experiences often make patients willing to pay more. These things are hard to measure but important for keeping patients loyal.
Patients usually prefer providers they feel comfortable with or who come recommended by family, friends, or coworkers. Building a good reputation for reliability and quality care adds value beyond medical treatments. Practices can support this by keeping ethical standards high, building close patient relationships, and showing real concern.
While adding value is important, controlling costs is also needed to increase profits. Practices can improve how work is done, lower expenses, and use resources wisely to make more money without lowering quality.
This might include better stock management, smarter appointment scheduling, and using technology to automate simple tasks. Even small savings add up and can be used to improve customer service, train staff, or buy better equipment. Richard Wan says that working efficiently is part of a cost strategy that helps profits while keeping the special value offered to patients.
Differentiation is not only about what happens inside the clinic but also about how well practices share their unique services with patients. Gavin Baker mentions using different marketing ways that match the audience and service focus.
Changing marketing by season, like promoting children’s eye exams before school or dry eye treatments in winter, helps stay relevant and attract more patients all year long.
Using AI-based automation in front-office work helps optometry practices stand out and improve how they run. Companies like Simbo AI offer phone answering and automation services made for healthcare, including optometry.
AI answering systems make sure patient calls get quick, correct answers. They handle common questions like booking visits, prescription refills, and insurance details without delay. This reduces wait times and patient frustration. Good accessibility boosts patient experience and shows good customer service.
AI helps schedule, cancel, and remind patients automatically. This frees staff to focus more on helping patients personally. It also lowers no-shows by sending timely notifications.
By automating routine front desk tasks, practices reduce pressure on staff. This lets them work on important tasks like patient care, insurance help, or solving complex problems. Staff become more motivated and provide better service.
Modern AI tools often connect easily with current practice management software. This keeps patient records accurate, staff scheduling smooth, and helps make reports for decisions. These systems also help control costs by reducing mistakes and improving work flow.
A strategic plan helps define clear goals and direction for the practice, facilitating better decision-making and positioning in a competitive landscape.
Key questions include: How will my practice create value? How will it capture value? How will it sustain value?
Competing on price often leads to slim profit margins and unsustainable business practices, especially against online and corporate competitors.
By providing exceptional customer service, practices can justify premium pricing and improve overall patient satisfaction, leading to loyalty.
Uniqueness can stem from specialized services, complementary offerings, experience, and the overall patient experience.
Trust in a well-established practice and the perceived status of the optometrist can encourage patients to pay higher prices.
A cost advantage strategy focuses on optimizing operational costs and improving efficiency to increase profitability without compromising quality.
Listening to staff and customer feedback can enhance service quality and engage employees, ensuring a consistent strategy is pursued.
Private practices can adapt quickly to changes without the bureaucratic hurdles typically faced by larger corporate entities.
Practices should continuously assess how to create, capture, and sustain value while innovating to stand out in the marketplace.
Simbo is using AI agents to automate all phone related workflows. Connect now to know more.
Schedule AI Agents Demo Now© Since 2019, Simbo AI.
