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April 3, 2013

In This Edition

Katzen Eye Group

dba q&a
Scratch Assistance

In Your Employ
Staff Scripts

Graystone Gets Netsertive

Promos & P.O.P.



Katzen Eye Group Grows 'Exponentially' Due to New Startups and a 'Three O's' Philosophy

By John Sailer

BALTIMORE—Over the past 18 months, Katzen Eye Group has been experiencing "exponential growth," according to CEO Richard C. Edlow, OD. While he credits much of that to the addition of two full-service locations in 2011, he also feels that a 28.7 percent increase in same store sales in the first quarter of 2013 is simply a result of "doing all the right things."

This includes being a part of the "three O's market" by operating four locations that each offer general ophthalmology, optometry and optical dispensing on a daily basis all under one roof, with retinal, pediatric and other subspecialties rotating as needed.


dba q&a

Scratched Lenses—Expense, Revenue or Customer Service Opportunity?

How do optical retailing leaders handle patients returning with scratched lenses? Do they charge extra for a warranty up front, build it into the purchase price or simply remake lenses for free and consider it good customer service? The following optical retailers told dba the policies they follow regarding scratched lenses: Alan Ulsifer, OD, CEO and president, FYidoctors; Gordon A. Bishop, FNAO, ABOC, RO, CEO and president, Sunland Optical; Ira Haber, co-owner and president, Europtics; Mark Johnson, director of optical services, Virginia Eye Institute; Amanda Ditch, vice president of operations, Clarkson Eyecare; Jonathan Rosin, M.D., co-president, Rosin Eyecare; David H. Hettler, OD, Drs. May & Hettler; Debbie Bacon, director of optical services, Barnet-Dulaney-Perkins.


In Your Employ

Leverage Scripting for Staff Consistency

By Jay Binkowitz and Evan Kestenbaum, MBA, dba Contributors

What do Marriott, Disney, Starbucks, McDonald's and many other successful businesses have in common?

They are all focused on "consistently" delivering an experience that keeps them growing as market leaders. They invest the time, money and resources necessary to support their goals, all of which are focused on growing both top line and bottom line results by "protecting" the "total" experience of their patrons. This is the key to their success and the road toward its continuation as they do not assume that the approach they used yesterday is going to be the same tomorrow.




Online Advertising Trumps Yellow Pages for Five-Location Group Practice

HICKORY, N.C.—"I knew we needed to do more online advertising after carefully tracking our marketing and becoming frustrated that we were spending a lot on the yellow pages and not getting much return on investment," said Jean Shankles, marketing director of Graystone Eye, a five-location group offering ophthalmology along with optical dispensing.

However, switching from the old-fashioned and ineffective directories to the up-to-date electronic format was not her decision alone.


Promos & P.O.P.

Marketing to Patients As Well As to Doctors,
One Size Does Not Fit All for MyEyeDr

VIENNA, Va.—Switching from traditional advertising to the internet has resulted in a surge in business for MyEyeDr. "Since I came aboard in 2009, we've abandoned a lot of the print and guerrilla marketing such as flyers on the street, to more online based, including a new website launched June 1, 2011," Tim Gorin, VP, business development, told dba. "As a result we've also seen a huge increase in traffic, unique visits, and a lower bounce rate. All the metrics have grown tremendously."

The design of the MyEyeDr website itself has served as the basis for much of the unified look and feel that permeates the overall message presented by the regional eyecare group.



John Sailer, Senior Editor

Send us news about your mid-size regional optical chain or optometric group, provide us with subjects and/or questions for a future dba q&a or let us know what topics you'd like to see covered. Contact dba's Editor John Sailer at jsailer@jobson.com.

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