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Contact Lens Prescribing via Patient Membership Programmes
!Peter Noakes & Philip Everett-Lyons
June 2014
Peter Noakes BSc F.C.Optom
Philip Everett-Lyons
Who we are…
• Group practice founder • 35 Years in practice • Founder of Iris Visioncare
• Outside of optics • 10 years of creative commercial development • Fresh perspective to optics
How do you address loyalty, convenience buying, and continual competitiveness in contact lens
dispensing?
*Courtesy of the BCLA
‘Raise your professional fees, not lower them. This is the only way forward’ Nigel Burnett-‐Hodd
Do you have the tools available to you to achieve this in your business?
‘Raise your professional fees, not lower them. This is the only way forward’ Nigel Burnett-‐Hodd
DIRECT Debit?
!
PMP? !
NOTHING?
What are the THREATS to you NOW? !1. Continued competitive price reduction
!
!
!
2. Supermarket Retail -‐ solution selling
3. Vast direct marketing to YOUR PATIENTS!
4. Sole business is selling
5. Online increasing marketing share
Direct Debit Scheme
1. Provides a low cost fee collection method
2. Ties a patient into your practice for a fixed period
3. Convenient for your patients
Direct Debit Scheme
Patient Membership Programmes
(PMP)
Patient Membership Programmes
(PMP)
What a PMP does above simple D/D
1. Enables you to compete on price if needed
2. Remunerated for YOUR TIME
3. Enables to you make your costs transparent and
separates products from service
4. Incentivises loyalty through competiveness AND
the wealth of additional benefits through your
PMP
Professional fee Ring-‐fencing!
Looking at contact lenes
Biofinity 1 Month Supply
Retail £9 Trade £4.12 Variable £4.88
!
OL Retail £8.20 Trade UNKNOWN
OL reduce 5%, 7.5%, 10%
!
!Solutions Retail (NHK) Cost Internet DifferenceComplete 240 ml £5.00 £2.77 £4.83 -‐£2.06
Your Practice is…
50%Clinical
50%Commercial
SYMBIOTIC
Change the way you approach your patients
Use PMPs to
You should be aiming to
Future ProofYour business
Use PMPs to
Your professional feesRing-‐Fence
Use PMPs to incentivise
From your hard won patientsLoya l t y
Over to PeterExample of PMPs Successes Achieved Who PMPs are for Increase profit experienced Practice resources implications
Example of a PMP
What is available via PMPs?
Durable contact lens d a m a g e c o v e r
Pay monthly contact lenses
Contact lens a f t e r c a r e
Discount on fitting fees
Discount on daily lenses
Comprehensive I n s u r a n c e
Discount on glasses & accessories
0% Interest free finance
Retinal Imaging
OCT Imaging D i s c o u n t s
MANY MOREGroup family D i s c o u n t s
Successes achieved
• Smoothing cash-‐flow • Reducing admin time • Remaining competitive online • Cross-‐selling from contacts to spectacles • Increasing dispense value and frequency
Immediate tangible financial results
• Ring-‐Fencing your professional fee • Immediate monthly income • Increase value of patients
Average UK private patient is worth
£210 Our case study shows our PMP patients
£340
Benefits 1. Comprehensive training from receptionist to
optometrist 2. Cultural change in the way you approach your
patients 3. Minimal upheaval due to online software 4. Outsourcing – relieving strain on your resources
Practice resource implications
*Courtesy of the BCLA
Do you have the tools available to you to achieve this in your business?
YESQ: !
A:
*Courtesy of the BCLA
Take away from this presentation !
ONLY PMPs will:-‐ !
1. Future Proof your business
2. Guarantee Loyalty
3. Sustain your Competitiveness
!Thank you for listening and enjoy the rest of the conference !
