Eyeconic: Our Connection to the Online Shopper

By Daniel L. Mannen, OD, FAAO July 29, 2011

Ok, I am officially a Baby Boomer—a fifty-something shopper. I look in the phone book, wonder which store might have my desired product, and hunt store to store until I find what I am after. My daughter, however, is a generation ‘Y’ shopper. She is continuously online, simply types in the desired product, instantly knows which stores carry it, and has it ordered, all before I have left the house.

If I had my preference, all of my patients would shop in my dispensary just like they always have. However, an increasing percentage of my patients have already made the decision to shop online. At present, I have nothing to offer them except their prescription. At least two bad things happen when my patient leaves with their prescription to shop online. First, my practice does not benefit from the sale. Second, and perhaps more importantly, I begin to lose my connection to my patient.It seems to me that we have a choice: either to figure out a way to create an online presence and have something to offer this growing category of patients, or simply let them slip away and hope that there are enough shoppers like me left to carry us through. The message is pretty clear; we need an online solution to offer our patients.

VSP is launching EyeconicTM as a vehicle to capture patients that are already online and connect them to private-practice offices like yours and mine. We’ll be able to refer them to either eyeconic.com or our own customized site. I know that I will feel much better when I can offer ALL of my patients something rather than letting the online shopper slip away without a fight.

With more than 200 online optical retailers—most of which are focused on heavily discounted products and some even drive online shoppers to retail locations—did you realize that none of them connect patients and revenue back to our practices? Eyeconic is designed by VSP to offer a set of solutions that will give private practice a strong online presence and keep us connected to our patients.

As I see it, I don't want any of my patients shopping online, but if they choose to do so, I need to be able to offer them something other than just their prescription on the way out the door.

To learn more about Eyeconic:

  • Visit Eyeconic on VSPOnline at eyefinity.com;

  • Get your questions answered during a live webinar with Dave Plevyak, vice president of business development, on Thursday, August 11, at 5:30 p.m. Pacific, or Wednesday, August 17, at 8:00 a.m. Pacific. To participate, e-mail info@eyeconic.com your name, practice name, phone number, and the date you’d like to attend.


***Update, April 2015***
To meet evolving consumer demands, improvements are continually being made to the eyeconic.com shopping experience. For consumers who wish to shop online, we want to offer the choice and convenience they expect from an online store as well as the confidence that they’re supported by the expert service and care of a VSP network provider. Please feel free to call 1-855-393-2664 or email info@eyeconic.com for more information about these changes.  

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