The future optometric office--from a consultant's view

It's no secret the eye care field, which lay dormant for the most part in the gentle hands of the three Os, is being dressed up and marketed by big business who recognize the financial potential. You are in competition with this element in this 6 billion dollar vision care area, but you should be competing on a different level. Surveys still indicate price is the 7th reason patients choose their doctor on a scale of 1 to 10. To be financially successful in the future, fortunately or unfortunately, will require more of the O.D. than being professionally competent. It's going to take a combination of all the prerequisites that make for success in any business. Sound principles in planning, marketing, management, personnel, communications, education, public relations, and finance. Doctors must be willing to hire the support talent in areas they lack to accomplish their goal. It is not necessary for a practice to grow bigger, but it is necessary that it constantly grow better. Where to begin? The doctor and his staff must be able to answer the question, "Why should a patient come to this office for vision care, rather than the ophthalmologist three blocks away, or the optical chain in the Mail?" Don't answer, "quality." It's relative.(ABSTRACT TRUNCATED AT 250 WORDS)