Developing thoughts

It’s high time independents offered their own online convenience store, writes Phil Mullins

Now more than ever, attending to ‘life admin’ means placing shopping orders, updating diaries, catching up with others, and using Google to research everything from DIY to holidays. All of this activity, at least in my household, takes place online. In fact, Ofcom recently reported that the average adult in the UK now spends three hours, 47 minutes online each day. So, it is staggering to me that there are still so many independent practices that rarely use their practice website – or don’t have one at all.

Online specs retailers thrive on the fact that the general public don’t know why they shouldn’t buy a £6 pair of specs on the internet. It is our job to educate people that there is a huge difference in quality and performance. However, to do that we need to be active where they are – and that is online. Remember: Google prioritises locally-listed businesses as they have more relevance to the ‘Googler’. So get in front of those searching for information – be it about eye conditions, finding an optician locally, or actual products. You can have all of this content on your website and lead them right to your door.

ONLINE ACTIVITY IS A ‘MUST’ When creating or refreshing your website, it’s important to have images of your practice from the outside – and the inside. And you’ll need to have basic, easy-tofind information such as contact details, including an email address, and opening hours. Ensure different sections on, for example, eye exams, contact lenses, sports eyewear and dry eye, are clearly visible. Make sure you have a section on myopia control and what you offer in this burgeoning area. This is where you can really show your high levels of professionalism.

Being able to book an appointment online is a ‘must’ for any modern business. In fact, I don’t think I can remember the last time I booked an appointment for anything during the working day. People need to be able to book an eye exam when it suits them – not you. Your practice management software provider will be able to add this functionality to your practice software, and there should be a highly visible link to this on your homepage. You can also add a booking link to recalls that you can send via SMS or email.

So, you have a great website with great images and content; your online booking facility is making it easier for people to book an appointment, but what next? You don’t want to join the selling cheap specs online gang, but you would like to protect your contact lens business and if possible, grow it. A big reason why people purchase from online stores is convenience, not always price. It’s quick and easy to order online and the goods are delivered direct to your door. So think about offering this service to your contact lens patients; you may even gain some new ones.

TEMPLATE FOR NEG MEMBERS To enable NEG members to offer this type of online sales, our IT division Optinet has teamed up with EKM, one of the UK’s leading providers of e-commerce stores. Working with the Optinet team, EKM has created a template for you to use in conjunction with the contact lens catalogue that we have assembled. You can create your own e-commerce offering easily and effectively – all for a low monthly fee. You don’t need to be an Optinet user, so all NEG members can benefit from the EKM service – starting with a 28-day free trial. EKM will help build your online store, and work with you to make the most of the opportunity.

Although you may start by offering your patients the ability to order just contact lenses online, you might think about adding other products too – such as accessories and sunglasses. With Google promoting local businesses in searches, having an online store will make you appear in more searches and be seen by more potential patients, which will help your business to keep growing.

Make it easy for patients to buy from you

To help you discover what the service will offer, we have put together a very simple example of an online store which you can view at www.flexlensstore.co.uk. View more details about the EKM offering at