Monograph - Optical Dispensary - M04 |
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Managing an Optical Dispensary provides benchmarks and goals for opticians and managers. An optical dispensary is an obvious extension of the services of the vision care professional. Unfortunately, it is not always a successful addition to the practice, particularly when the ophthalmologist or optometrist has little experience or training in opticianry. Furthermore, managers of dispensaries are concerned as much with fashion, styling, and merchandising as they are with the technical aspects of filling a lens prescription. It is this duality, which has polarized opticians for decades: are they professionals or are they merchants? Clearly, they are both, but the optician's self-image and motivation sometimes leads to extreme behavior. The purpose of this monograph is to provide perspective on how to operate a successful optical dispensary in order to meet the goals of all concerned.
There are three different types of stakeholders involved:
- owners
- employees
- patients
Each of these groups has a unique perspective and purpose. Owners are motivated by common business precepts including profit, growth, return on investment, and community recognition. Employees seek job satisfaction, financial remuneration, and personal growth. Patients desire excellent service, the best value for their money, and satisfaction with the product. There is no reason to think that all of these goals cannot be met simultaneously, but it requires constant, capable management. For our purpose, management means knowing what to measure and how to improve performance so all the goals are met. The optical business is a $5 billion industry in the US. It is very competitive and there are many marginal operations. The successful ones flourish because they concentrate on win-win programs that enrich all the stakeholders. |
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