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Optometric practices should develop a simple annual marketing plan and budget before the start of each business year with quantitative goals, strategies, and programs to achieve goals.
To increase staff accountability, owners should adopt leadership best practices that foster a sense of ownership. A critical requirement is to establish quantitative performance standards for each staff position and to continuously track these metrics.
Many ODs fail to maximize profitability of eyewear and contact lens sales through inattention to retail pricing strategies and methodologies. A thorough review of eyewear and contact lens gross profit margins will reveal discrepancies that can be corrected to improve profitability.
SUNY College of Optometry
New York, NY
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