A New Web Site for Briot Owners
Owners of Briot equipment have a lot in common, including a desire to maximize their return on in-house edging. Together, they are part of an elite group of business-savvy ECPs. To address their needs, Briot has launched a web site exclusively for these practices called the Briot Owners Club, located at www.briotownersclub.com.
Distinct from the main Briot web site (briot-usa.com) the new web site presents information designed to help current owners run their Briot finishing labs more efficiently. The site addresses topics such as training lab employees and setting up routine maintenance guidelines to keep equipment running optimally. Training Guides and Maintenance Guides can be downloaded easily for reference.
The site also offers product news and promotions such as discounts on consumable products. Owners can access our catalog of parts and consumables to identify items and download a convenient order form to submit orders. In addition, the site facilitates participation in Briot's Referral Rewards Program which provides valuable gifts to owners who refer colleagues that buy Briot equipment.
There’s a list of FAQs about operating Briot equipment. Owners can also send an electronic message directly to Briot’s Tech Support department to ask about any topic or issue related to their Briot machines. Access to the site requires owners to register one time and set up a password. We invite all Briot owners to join the club at www.briotownersclub.com.
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Create Custom Shaped Rimless Eyewear
A patient wants to wear her progressive rimless glasses while playing golf, but needs a few extra millimeters on the bottom of the lenses. Another patient selects a rimless frame that doesn’t quite match the width of his face. You can satisfy both of these customers with Briot’s Digiform shape modification software.
Digiform allows you to customize the shape of rimless lenses easily and quickly. It’s a great way to impress your patients and provide your practice with a competitive marketing tool.
Modifying the shape of a rimless lens is simple. First, Briot’s imaging technology instantly captures an outline of the rimless lens pattern and displays it on the system’s operating screen. Using this outline, the software enables the operator to make on-screen adjustments easily to the horizontal and/or vertical lens shape. The modified lens dimensions are then conveyed electronically to the system’s edger to cut the lenses.
Digiform shape modification software is standard on all Briot Alta XL and XS systems and can be added to some Briot Accura machines. Call us to get more details.
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How to Market Your In-Office Lab
Having an on-site lab will help grow your business, but to maximize the payout, you need to let patients know about the benefits you offer. The way to do this is with carefully crafted year-round marketing efforts.
Don’t put marketing at the bottom of your business priorities, waiting for the economy to gain steam. Building awareness of your practice and your lab services should be an on-going priority in any economic climate. Some marketing tactics require creativity more than big bucks. In addition to advertising in local newspapers, magazines or on cable TV, here are a few ideas to consider:
- WEB SITE: Use your practice web site for “show-and-tell” descriptions of your lab services. Personalize the message with photos of your retail dispensary and on-site lab, including short introductions to your staff members. Highlight the benefits of fast turnaround, high quality and special lab services like custom-shaped eyeglasses you can create with your Briot edger software. This presents your practice as high tech and progressive with state-of-the-art equipment.
- POSTCARDS: Mail specially designed colorful postcards wishing patients “Happy Birthday.” Highlight services including “Fast Turnaround on New Eyewear” with “Quality Guaranteed” on the cards. Unlike a general promotional mailing, a birthday message captures attention and is easy to do. Generate a computer list of patients’ birth dates batched by month. Print an annual supply of postcards at a local printer using stock artwork (color on one side only.) Address them monthly on your office printer using a simple mail merge program.
- SIGNAGE: Use outdoor signage and indoor signs located near patient waiting areas to market your lab services. Rather than saying “Eyeglasses Made On Site,” focus on the benefit by saying “Same Day Eyeglasses.” Some practices charge a slight premium for same day service. Even when same day service isn’t needed, patients will remember your office “just in case.”
- COMMUNITY GROUPS: If you enjoy public speaking, offer to speak to local school groups and community groups about healthy eyes and eye health concerns. Prepare a flyer or simple brochure that explains your practice’s full range of services to distribute to attendees. This requires no expense but your time, and the personal contact can yield measurable results.
- EMPLOYEES:Train your employees on how to “market” your services to patients. One tactic is the simple question, “Did you know that we make our eyeglasses here and that we offer same day service?” Another is to offer patients who are waiting brochures that explain the benefits of the latest lens technologies. Hold monthly staff meetings to keep employees fully informed and conversant about your services and encourage them to engage patients in conversation.
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 Summer is in full swing and forecasts on the economy are mixed. Consumers appear to be spending more freely, but concerns about the future linger. Given this scenario, businesses often think about cutting marketing budgets. But that’s usually the wrong response. Don’t cut, get creative instead.
It’s more important than ever to keep your practice name in front of consumers, who are making careful choices about where to spend their dollars. Your messages should clearly communicate the special services that set your office apart from the competition. For example, practices with an in-office lab can “sell” the benefits of providing eyeglasses with fast turnaround and superior quality – two compelling messages. The “Practice Notes” section in this newsletter lists a few marketing ideas beyond traditional media advertising that will help reinforce your marketplace presence.
At Briot, we are always looking at new ways to reach out to both current and prospective customers. We are excited about the introduction of our new web site designed exclusively for owners of Briot equipment. (See Briot News) The site is an extension of our on-going commitment to help ECPs maximize their investment in our lab products. If you are a Briot owner, please check out the site and let us know if there is anything we can add to it to make it more useful.
We hope your marketing efforts yield results as sizzling as this summer’s weather.
Tom Pfleging
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Capital Equipment Deduction Extended for 2010
Section 179 of the IRS code allows businesses to deduct certain expenses for capital equipment and software placed in service during the tax year. Although originally scheduled to decline, the maximum Section 179 deduction remains at the increased level of $250,000 for tax year 2010.
What this means for optical business owners is that equipment and software purchased and put into service in 2010 may provide significant tax advantages in the form of deductions that help offset practice revenues. Or course, any tax advantages are dependent on the financing method used to purchase the capital equipment. Your tax advisor is the best source of advice on the tax implications for your practice.
Briot and its financing partner, Univest Capital, would be happy to review financing options for new Briot equipment and how Section 179 might apply. Univest has the flexibility to offer creative lease and finance programs with very competitive group rates.
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Q. What’s the best way to avoid surface delamination with polarized lenses while edging?
A: Delamination is rarely a problem with today’s newer edgers that feature special settings for fragile lenses and automatic bevel placement. If your edger has a fragile lens setting, use this to minimize any risk of delamination. If not, use a slower edging speed to reduce torque on the lens. Bevel placement is also important. Select a front profile bevel position so that the eyewire is close to the fusion point of the polarized surface. This front placement helps prevent delamination and also hides any clear rim around the lens edge to achieve the best aesthetics.
Is there something you'd like to Ask the Tech? Send your questions to: info@BriotUSA.com
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