Market Facts

Independent ECPs Sell More High-end and Low–end Frames

The on going Vision Watch consumer survey indicates that independent ECPs enjoyed strong growth in sales of both high–end frames ($150+ retail prices) and low–end frames ($99 or less) during 2011. High–end frame unit sales by independent ECPs increased 22.2 percent, while dollar sales increased 25.6 percent. For the latest year, high–end frames accounted for 43 percent of dollars and 29 percent of units sold by independents.

New MBA Practice-Building Resources

MBA Monograph: Optimizing Retail Pricing
Many ODs fail to maximize profitability of eyewear and contact lens sales through inattention to retail pricing strategies and methodologies. A thorough review of eyewear and contact lens gross profit margins will reveal discrepancies that can be corrected to improve profitability.

Implementation Track: Practice Marketing and Optical Merchandising
The second in a series of MBA Practice Growth Implementation Tracks has been posted. Practice Marketing and Optical Merchandising provides an 11–step guide in how to analyze and refine your practice brand, develop a marketing budget and execute a marketing plan. Also included are merchandising techniques to maximize dispensary profits.

MBA Market Research: Prescription Eyewear Management Survey
Results for the recently conducted MBA Prescription Eyewear Management Survey are posted on the MBA-ce.com. This report assesses the prescription eyewear dispensing habits, mark–ups, and eyewear marketing tactics used by independent ODs.

Findings from a dozen MBA surveys conducted since 2008 are found on the MBA site. Click here.

Webinar "Managing Frames and Soft Lens Inventory to Maximize Profitability"

The MBA webinar "Managing Frames and Soft Contact Lens Inventory to Maximize Profitability" is archived on MBA-ce.com, where it can be played in its entirety. This one–hour webinar is one of a series of business management webinars sponsored by the MBA. It includes a half–hour Power Point presentation by Dr. Mark Wright, followed by Q & A with participants in the second half of the recording. The webinar is posted alongside another MBA webinar with Dr. Wright on benchmarking.

Click here to play.

Registration Begins for MBA 2 with Disney Institute

The principles of world-class service that were pioneered by The Walt Disney Company will be presented—and interpreted for the optometric practice—at two upcoming MBA 2 seminars held in conjunction with Disney Institute. The program will be presented by Disney Institute, and it will include a lecture by MBA faculty member Dave Ziegler, OD, FAAO, that provides strategies to apply Disney service principles to the optometric practice.

The MBA 2 is slated for Anaheim, California, on August 3-4, and also Lake Buena Vista, Florida, on September 21-22. The cost of each program in $1,760, which includes curriculum, meals and a one–night stay at a Disney resort hotel. Travel costs are in addition to that.