By Marge Axelrad: Editorial Director
After a year like this one, no one needs any more lecturing. From economic experts to political pundits, we’ve all had it up to there with strident talk and harangues.
But one thing is very clear and true. Those eyecare practices and optical retailers with distinct and consistent positioning in their markets, to their patients and in all dimensions—the exam lane, the dispensary, the physical presentation of the office, store and windows, advertising campaigns and positioning on the Internet—are the ones who will not just tread water but gain ground in this tough climate.
It’s easy to write a sentence. Not as easy to execute on all levels throughout a business, but this year has proven again and again that consumers are making choices with a new mindset and want to understand what it is they’re buying, in terms of product, and what kind of information and care and solutions they’re getting, in terms of eye and health care.
This is usually a time when all businesses take a hard look and start their planning and budgeting process for 2010. Hopefully, all savvy practitioners and sharp retailers are bringing their teams together for a hard look at what’s worked this year, what needs to be done and prioritizing those tasks.
There are resources, for products and services, aplenty. Use them, partner with suppliers and gain insights from colleagues who are doing the things that are working.
Be open and try new things. But don’t gamble with inconsistent methods and messages to your patients and your local marketplace. ■