It has long been my opinion that the only real power we have as consumers is choosing where to spend our money. This month, I have been looking more critically into my lens suppliers and drawing some comparisons to other markets.
When I opened my first practice, I set up on a High Street with lots of other shops. Among them were five independent butchers. Then the local supermarket opened a butchery department selling nationally-sourced meat for two thirds of the price of the butcher. Within a few years, people had voted with their feet to demonstrate that they valued price over quality of service or product – and all the butchers closed down.
The optical industry is being influenced more and more by the big players. However, there remains a few truly independent lens suppliers. These independent suppliers will carry multiple portfolios of lens ranges, some branded and familiar, some white labelled and unbranded and some in-house ranges, which will have had as much R&D put into them as the big brands.
These products offer independent practices a chance to supply a wide array of top-of-the-range products, which excel in their performance as much as the ‘big name’ brands. I compare such products to house wine; no self-respecting restaurant would have a poor quality or poor value product as its house brand. I always drink the house recommendation.
Using such products alongside better-known brands also has the benefit of building patient loyalty to the practice, rather than to the brand. If the patient can’t get the same thing next door with the same name on it for a lower price, you can expect less price comparisons and shopping around – and greater loyalty to your business. Unlabelled goods build loyalty to you – not your supplier.
So how do you find these suppliers – and how do you learn about their products? Go and meet them, visit their workshops and see the lenses being made. Meet the brand managers and let them educate you. As a professional, this is your duty and it is one of the best parts of the job.