ABB OPTICAL GROUP'S NATIONAL SALES MEETING FOCUSES ON GROWTH OF EYE CARE INDUSTRY
Areas of opportunity for eye care practitioners include daily disposables, specialty lenses, direct-to-patient shipping and optical lab orders
CORAL SPRINGS, Fla. (May 29, 2018) – ABB OPTICAL GROUPrecently hosted its national sales meeting in Orlando with a focus on the growth of the eye care industry. More than 150 sales professionals attended the event to learn about new strategies for helping eye care practitioners accelerate growth and increase profitability.
"Optometry is growing today thanks to a range of factors, including technological advances, increased medical spending, and better educated patients who understand the importance of vision care," said Angel Alvarez, founder and CEO of ABB OPTICAL GROUP. "With great confidence in the future of optometry, we are investing in our products and services to truly partner with our customers on economic growth and success."
The company's three-day conference focused on several key areas of growth opportunities for eye care practitioners.
ABB OPTICAL GROUP's first quarter 2018 data shows that eye care practitioners who partner with the company are growing their contact lens sales 33 percent faster than the market on average. Much of that growth is fueled by daily disposables, a category that has experienced a dollar growth of 15 percent year-to-date. Breakout sessions at the conference focused on the company's tools and resources, such as robust staff training modules, to help customers drive daily disposable sales.
During the conference, ABB OPTICAL debuted its catalog of new specialty lenses with an emphasis on the growth potential for gas permeable lenses (GPs).
"Our data shows tremendous opportunities for practitioners in the hyper growth segments of sclerals and orthokeratology," said Aaron See, ABB OPTICAL's vice president of marketing. "Many optometrists learn about these lenses in school but may not have much experience prescribing them in their practice. ABB is well poised to help make the prescribing process a successful one with our team of extremely knowledgeable and highly trained GP consultants."
In addition to highlighting the company's robust product offerings and team of expert consultants, the meeting also covered other resources for eye care practitioners including wetlabs, virtual lunch-and-learns, and an enhancement to their business reviews that will help benchmark GP sales activity, set sales goals and measure growth.
ABB OPTICAL's data shows that patients are seven times less likely to return contact lenses when products are shipped directly to their homes or workplaces. Additionally, eye care practices that ship a higher portion of their soft contact lenses sales directly to patients outpace the national average for dollar growth. Practices with more than 45 percent direct-to-patient dollar share grew 8.6 percent year-over-year compared to the national average of 7.2 percent year-over-year growth.
"It's extremely important for practice owners to recognize the 'Amazon effect' on their patients' expectations for convenience and fast turn-around times," said Brad Weinbrum, president of ABB OPTICAL GROUP. "Asking patients to make return office visits to get their lenses not only inconveniences the patient, who may decide to order from an online retailer instead, but it also burns into staff time that could be better spent on other, more profitable initiatives."
Optical Lab Orders
Another area where practices can improve efficiency: consolidating orders to one lab that reliably provides innovative products, consistent quality and fast turn-around times.
"Patients are discerning consumers with high expectations. Retail-oriented practitioners are poised for unmatched levels of profitably and partnering with the right lab can really help drive that growth," said Scott Pearl, managing director of DIGITAL EYE LAB Network.
Speaking about the high energy of the national sales meeting and the company's optimism about the future of optometry, Angel Alvarez said, "With this meeting, we were able to help ensure that our team is up-to-date on the latest industry trends and opportunities, knowledgeable about the tools and resources that ABB has to offer our customers, and well positioned to help practitioners truly quantify the impact of business solutions on patient retention, practice efficiency, and of course, the overall bottom line. We want our customers to see our sales professionals as not just business consultants, but as their true business partners. After all, our customers' success is our success."
ABOUT ABB OPTICAL GROUP
ABB OPTICAL GROUP is a leading distributor of optical products in the United States. The company supplies nearly two-thirds of eye care professionals across the country with brand name contact lenses, fully customizable gas permeable and custom specialty soft contact lenses, ophthalmic lenses and more. The company's DIGITAL EYE LAB Network is dedicated to producing eyewear that is truly personalized to patients' needs and lifestyles. ABB OPTICAL GROUP also offers practice building services such as pricing strategy tools, business reviews, annual supply staff training and e-commerce solutions. For additional information, visit ABBOptical.com.