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How Does Your Practice Differentiate?

By Cheryl Everitt, OD January 16, 2019

I went into private practice 20 years ago because I wanted to be the master of my own destiny. I felt that I could make a greater impact on patients’ lives if I wasn’t being told how to practice, and, could instead do what I felt would provide the best experience for my patients. That decision has served me well. I love the fact that I can create my own environment, that I can choose whom I work with and how I work, and that I can create an experience for my patients that they won’t get elsewhere.

With that freedom comes responsibility—responsibility to stay on top of what’s going on in my profession, what’s going on with new treatments and technologies, and most importantly, what today’s patients need and want. As a private practice doctor, I must set myself apart—to differentiate myself by offering patients something my competitors don’t, something my patients and prospective patients want and can’t find anywhere else.

There are a number of things my practice does to differentiate. Recently, we opened a new performance eyewear shop because we identified a need: athletes wanted a place to buy eyewear specific for their sport, and nobody in the greater Los Angeles area was offering it. So, our new shop sells lenses and frames that enhance vision for athletes. We even have a simulation room where customers can simulate running or riding a bike to ensure their new eyewear functions properly.

In addition, we make sure we are offering our patients the latest products and technology.  I have found that patients are looking for modern efficiency, a wide selection, great customer service, and stellar doctors. For us, that means always staying on top of what's going on with new treatments, new products, and new technologies. It also means caring about our patients’ experience from start to finish.

Our partnership with VSP has been instrumental in sustaining this level of care over the years. They are in our corner, helping us to charter the unknown territories of vision care in the future. When I think of a small group of doctors back in the ‘50s that came together to bring vision care to the masses, and how far they’ve come, I am excited to be a part of that.

The VSP Premier Program, especially, offers that extra value that not only brings more patients into our doors, but also assures patients they’ll be able to maximize their benefits and receive other enhanced services along the way.

As I see it, there are so many new opportunities to enhance patient care as we differentiate ourselves and embrace the possibilities—I am excited about what the future holds for our profession!

Hear more from Dr. Cheryl Everitt. 

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