Eyecura

THE IMPACT MAKERS

Dispensing eyewear to hospital patients is a highly specialized operation.
And rightly so! After all, a staggering
  • 95% of your patients wish to make their spectacles either from the optician that your hospital recommends or at the hospital itself (if all their expectations of choice, price and service are met)
  • 25% of total annual sales of spectacles in India happen through the hospital’s recommendation!

Both the points stated above are ascertained through our independent survey conducted across 30,000 respondents in 10 Indian cities and corroborated by this detailed survey commissioned by Deloitte on the eyewear market in India

Source
Hospital based optical dispensing is far more dynamic than normal optical retail happening on the high street. Because the optician has to optimize all the limited resources at his disposal in terms of space, inventory and time of interaction with the patient to not just accurately address the patient’s vision correction requirements, but to also satisfy the patient’s purchase-related expectations in every way!

So, how can your patients’ eyewear-related requirements be addressed along with maximizing your hospital’s revenues while always upholding your hospital’s image and reputation?
The answer to this is our proven “Super 6 Strategy”! Our successful and consistent execution of the SIX key pillars of optical retail excellence – Patient Engagement, Perfect Dispensing, Products, People of Eyecura, Promotions, Performance Analysis delivers flawless results for the growth of your optical shop.

Patient Engagement

In-house dispensing of eyewear to hospital patients can be successful ONLY if this function performs seamlessly and in unison with other departments of the ophthalmic wing, towards the part of the patient’s journey from registration to billing. This engagement educates them on eyewear, and its benefits & piques their curiosity about our products even before they get their prescription. Our patient engagement process effectively utilizes the time patients and their accompanying individuals spend in the OPD area before their checkup to build awareness with our specially developed tools on the wide range of eyewear product options, their vision and lifestyle-enhancing features, and benefits. 

Where most hospitals find their patients in a hurry to leave after their eye checkup and postponing their purchase of eyewear to the future, our engagement process propels the patients’ tendency to purchase eyewear rather seamlessly after their eye checkup – helping us achieve higher footfalls to the optical store with resultant conversions.

Glimpses of our engagement tools

Perfect Dispensing

In a scenario where 7 out of 10 of your patients are either dispensed products in a faulty manner or are dispensed products that they do not need, accurate dispensing is essential to not only justify the patients’ faith in the clinical prowess of your eye hospital but to also help them achieve the vision you would want them to. Faulty dispensing not only undermines the efforts of your team towards determining the exact vision correction but can also affect your hospital’s reputation for no fault of its own.

Our dispensing process ensures 100% accuracy by enabling the selection of frames through the Faciology concept with the help of our technology-driven tools. Our revolutionary VAK dispensing methodology also enables the patients to completely understand the different features of the products being dispensed, in a manner that they individually relate with. This results in higher sales with strong patient conviction across our branches. This is important because patients getting confused with products being recommended is the biggest reason for non-conversion at optical stores.

Are you in the right frame? - Educating patients on selecting frames on the basis of faciology.

Products

Product assortment at a hospital-based optical outlet must offer sustainable and affordable solutions for all the patients of the eye hospital to address their unique vision-related requirements. At EYECURA, we source a range of products that are entirely relevant and customized to the patient profile of each one of the hospitals that we associate with. Based on the assessment of your patient’s profile, we procure frames and lenses across different prices and designs to suit the budgets and preferences of all your patients. We possess an unmatched dexterity to offer an extensive product assortment in a compact space that not only gives sufficient choice to all the patients but is also durable, functional and in vogue with the latest trends. We also offer specialized products to patients with specific vision conditions such as squint, and ptosis along with a wide range of low vision aids.
Lenticular Lenses
Lenticular Lenses
Therapeutic Lenses (For Photosensitivity)
Therapeutic Lenses (For Photosensitivity)
Therapeutic Lenses (For Sleep Disorders)
Crutch Glasses (For Ptosis)
Low Vision Aid (Pinhole Glasses)
Low Vision Aid (Magnifiers)
Low Vision Aid (Stand Magnifier)

People Management

Dispensing prescription eyewear is an art as much as it is a science. 
Hence, the opticians we employ are not only experienced and skilled but they are meticulously trained by us and then rigorously monitored every day to ensure that they unfailingly deliver an outstanding retail experience by flawlessly dispensing products in an immersive and scientific manner that is our hallmark. All our employees are employed on our company payroll, are paid the best remuneration along with all statutory employee benefits and are offered very handsome performance-based incentives to ensure that they remain stable and motivated.

Promotions

In the present times, Indian consumers’ expectations have strongly evolved around seeking maximum value in their purchases. In the case of eyewear dispensing at eye hospitals, the value that patients seek from the purchase of eyewear is often associated with the value perception of the hospital itself! At EYECURA, we treat this to be our priority no.1. Hence, we have structured a variety of exciting offers and promotions that run across the year. We have also associated these promotions with key calendar events related to ophthalmology to foster the patients’ awareness about these key events observed to mark their significance concerning eye care.

JANUARY

February

March

APRIL

MAY

JUNE

JULY

AUGUST

Performance Analysis

Running a business without analysis is like driving with your eyes closed!
Like any successful business, it is essential to keep an eagle’s eye on the vital parameters that not only enhance business and minimize losses but also help identify opportunities to grow.
At EYECURA, our penchant for keeping a tight vigil on our business parameters is an essential factor to keep us as well as the hospitals we associate with, on the growth path. We monitor and drive several critical parameters conducive to our business but are often ignored by most.

A few of such exceptional parameters that we regularly track across our branches are as under

A. Analysis of spectacle order delivery

  • Patients tend to often delay and/or avoid taking delivery of their ordered spectacles
  • Undelivered orders can be a significant business loss for an optician
  • Undelivered can also severely impact hospital revenues (As revenue is computed on delivered orders whose full payment is realised)
  • At EYECURA, we have a strong focus on ensuring that all ordered spectacles are delivered – to let the patients experience great vision and maximise revenues for hospitals

B. Lens Re-Fit Ratio Analysis

  • An optician’s sales revenue comes from the sales of frames and lenses
  • Every time, a lens is sold without a frame, is a loss of revenue and the opportunity to delight the patient with a great vision from the new lenses
  • This analysis helps the organisation identify training needs with its opticians/sales team and make necessary inventory changes if required
  • At EYECURA, we aim to have a lower re-fit ratio by constant focus, analysis and employing swift actions wherever needed, to always have an edge on sales and conversions