Tech. Stations Large and Small

One of the factors that helps a growing practice increase efficiency is having one or more technicians to do pre-testing and assist the doctor in many ways. Some ECP's describe their lead technician as the "quarterback" of the office who manages the movement of patients to create a smooth patient flow for the doctor.

Even a practice under 3,000 SF can benefit from having a small "tech station" where technicians can use a lensometer, do paper-work and keep an eye on the exam rooms. In larger offices a tech station is almost a necessity if you want maximum productivity for your techs. Give them a computer, a file drawer and any other equipment they need.

The placement of a tech station is critical. Techs need to see what is going on, who needs help, and who is ready to move in or out of an exam room. The need for these visual sight lines must be anticipated by the designer and created in the floor plan stage of the design. If a tech station has not been planned in from the start it's unlikely that you'll have space to add one later.

Get a Tax Break for Energy-Efficient New Facility or Equipment

Here's a tax tip for you gleaned from DHL's monthly newsletter:

Energy-related credits—Uncle Sam believes in energy efficiency and offers different types of tax credits to reward you. Whether you’re building a new facility or upgrading using energy-efficient components (e.g., Energy Star-rated appliances, solar panels, etc.), there are credits available to you. Look for these credits at the state level as well.

You can find the full article here: http://www.dhlsmallbusiness.com/200805-1.html

Be sure to ask your accountant about these credits if you are buying new equipment or building a new office this year.

Which brand would fill shoppers closets if money were no object?

The following is an excerpt from the June 2008 issue of VMSD magazine:

That's according to a survey by the Nielsen Co. more than 20,000 consumers in 48 countries voted the fashion leader, known for its desirable logo on handbags and accessories, as the most sought-after luxury brand Chanel and Calvin Klein tied for second.

Morganthal Frederics NYC

This well-known optical chain has stores sprinkled throughout the city in nearly every upscale neighborhood so going into the Columbus Circle Center was a natural fit for them. The large photo graphics let shoppers know what the store is about from a distance before they can even read the name. The storefront is fairly conventional, reminiscent of a fine French boutique with tall double doors propped open in a welcoming stance.

The showcases and woodwork are of dark wood with light-colored interiors and built-in halogen lighting. This store sells both sunglasses and Rx frames and their inventory is more extensive than what meets the eye. The opticians have a large bank of shallow drawers filled with frames. The service is very personal and professional. They really do their best to determine what you are looking for and to find just the right style to make you look fabulous.

In fact, when my husband and I went to inside to check out the interior, the optician deftly pulled out a few pairs of Chrome Hearts sunglasses. Next thing you know my husband was trying them on and we were all saying, "Wow, those look great on you!" It was all I could do to drag him out of there before we ended up spending $1,000 on those sunglasses! That optician was GOOD!

Seriously, though, this really is a beautiful store and I could tell that no expense was spared on the design. The cubicles are very similar to the ones I've been doing for years. I like the way that the brightest lighting is concentrated on the frames and everything else is like a stage setting for the merchandise. Imagine if just a corner of your dispensary had a look and feel similar to this store. You'd be selling more high-end frames than you ever thought possible.

Solstice Sunglasses NYC

On a recent New York visit I carved out some time to see one of the newest upscale shopping centers at Columbus Circle (59th St.)

The Columbus Circle Center is not as large as those you find in Los Angeles, but it boasts two optical shops. Solstice is strictly sunglasses with mid-range priced styles displayed on the wall and higher-priced styles in locked table top showcases. Brand names are displayed neatly above each row of frames. I was impressed that the check out counter was kept relatively free of clutter.

The back-lit photos are dramatic and eye-catching. Even when the store is full of shoppers you can see these photos from a distance because they are above head-height. The all-glass storefront is a luxury that most optometric offices don't have, but the take-away lesson from this photo is that simple wall displays can be very effective. This designer wisely spent the construction budget on good lighting, graphics and elegant showcases.

Vertical frosted glass panels with a single small shelf on each panel make an eye-catching window display at Solstice. Only one brand name designer is featured at a time with a matching graphic above. This is a good example of how an utterly simple concept makes for great merchandising.

March Q & A

Q - Great Blog! I have read it and it is inspiring me to get ready to try to open up my own practice. I have been leasing space in a chain store for the last 5 years which is very successful. I have many patients who have asked me when I am going to start my own practice but I have been hesitant since I am close to one of our major employers and have a one year 3 mile non-compete clause.

I have many "high tech" machines such as the Optos, digital retinal cameras, and other automated machines and would love to start a paperless optical with a cool dispensary.

I recently saw a space for lease but I am afraid of the competition (a new Lenscrafters that will be opening across the street from the strip mall).

Do you think I should hold off on pursuing this lease with a Lenscrafters across the street or do you think a well-designed dispensary in a small office of about 1100 sq ft (about 3.7 miles from my current office) could compete against them? I have just begun to search for locations to open but have no idea where to begin.

A - A few years ago I had a client with the same concerns as yours about Lenscrafters. The office I designed for this doctor had been open for a few years in a mall and was doing well. Then he started sweating when he heard that Lenscrafters was building a new store in the same mall.

When I spoke to him a few months after they opened, he laughed and said that Lenscrafters had done him a big favor. They did a lot of expensive advertising to get people in to their store, but many of those people came to his optical to do some comparison shopping before they made a decision.

He made sure to carry some great designer lines that Lenscrafters doesn't carry. Sometimes his regular prices were lower than Lenscrafters for the same frame and lenses. The end result was that his sales and his profits went UP after Lenscrafters entered the picture!

So don't worry about it. The same thing could happen to you! Just don't try to go head to head with Lenscrafters. Make sure your optical has the "wow factor" and carry some different frame styles. Concentrate on making your patients have a great experience from start to finish. Figure out what your strength is as an O.D. (contact lenses, low vision, great chairside manner, etc.) and build your practice around it.

Create a good marketing program for staying in touch with your patients every couple of months, not every couple of years. Getting a new patient is the hardest part. Once you get them, do what it takes to keep them coming back.

A really cool optical with great frame styles will get people talking about you and sending you their friends. Find yourself a location with good visibility and then go for it. You may have already found a great location from what you said. If you can take your patient records with you, then you're on solid ground.

There is no better time than now to build a new office because housing starts are down and the contractors are hungry for work. You'll get a better price this year on your build-out than you would have gotten last year.

I recommend that people start with about 1,500 square feet if at all possible, but if the location is superior, then the 1,100 square foot space is workable. You might just outgrow it faster than you think. (A good problem to have.)

Pay attention to your patients! They want to come see you in a nice new office! The reason you're feeing hesitant is because you don't know where to start and how to make this all happen. You are exactly the kind of person for whom I wrote my new book, Optometric Office Design Process & Pitfalls. Get it , read it and it will help you get started the right way.Barbara

P.S. Check out the book here:

Ask the Expert

Q. - Do you recommend having the lab close to the front of the office or as a combination lab/staff lounge in the back to save space? I'm starting to hear the latter more and more. Also, do you think it's wise to equip the lab with an edger immediately or is it better to wait if budget is tight?

A- For smaller offices (under 3,000 square feet) we most often put the lab right next to the optical so the opticians will take the fewest steps possible going back and forth between the optical and the lab. When a practice is large enough and busy enough to have a full-time optician who spends nearly all their time working in the lab, then having the lab in the back can be beneficial. In this case we would put a mini-lab up front for minor repairs and adjustments.

In a small office the lab often has to serve as the staff lounge as well by equipping it with a refrigerator and microwave and some counter space for a coffee-maker. Once you have 2,000 square feet or more to work with you can usually find room for separate lab and staff lounge.

If this is a startup practice opening cold it doesn't make sense to spend money on an edger at first. That money would be better spent on the construction. You need to have enough frame sales volume to make edging a profitable investment. Your accountant should be able to help you figure out how many frames per day you need to sell in order to make the cost of the equipment worthwhile.