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Optometrical Practice Management Newsletter - Tips & Reviews. Volume 5. May 2007

Business Tip: Excellence in Optometrical Practice

This month we will talk about "Position".

Last month we discussed the concept of "Purpose". This is a "not for profit" pursuit that inspires you or "presses your buttons". This "Purpose" needs to apply to both our business life and our personal life. Go to "Purpose" if you did not read last months newsletter.

Once we have discovered our "Purpose", our business needs to be "Positioned" so that we attract the patients that are most likely to appreciate our service. This "Position" needs to be clear to our staff, so that they understand the direction of the business.

There are four areas to "position" your business:

  1. Product
  2. Market
  3. Service
  4. Price

What is imporatnt is to chosse one of these as the primary position and the other three must support it. The best way to demonstrate this principle is to present the "Position" of The Eye Practice:


From the four options we have chosen our Product to be our primary focus. Product not only includes frames, lenses, contact lenses but also our consultation services. The key word for our "position" is "WOW!". What we want is to provide product that our patients say "WOW!" to.

The other three areas must therefore support our "WOW" product position. Over the years it became obvious that our best client is the male business person. This is because they appreciate great product, are happy to pay a premium but do not want to get fussed over. They want a solution to their vision problems, which is the best that technology can provide and need it done in a timely fashion. These people are very busy and do not want to waste time.

To work out what your "Position" should be, it is imperative to understand how I derived my "Position". If you have any trouble with it feel free to email below and we can help you through the process.

Kokkinakis Consultants has a cost effective program of hurdling the challenges of optometrical practice and rekindling your passion for your profession and your business. It doesn't matter where in the country you are. Guidance to a better practice and lifestyle is only an email away.

You can email me at:

Now that we have "Positioned" our practice and are true to the direction, we are ready to talk about Clinical Expertise, Business Acumen and Technological Implementation. These three concepts complete "Excellence in Optometrical Practice". Next month we will focus on how pursue Clinical Expertise - our patients seek it and deserve it.


Therapeutic Tip: ARMD - Avastin vs Lucentis

This month I am delighted to introduce DR ANDREW CHANG (Medical and Surgical Retinal Specialist). Read his biography it is just as impressive as Dr Gerard Sutton's.

He talks about the role of Lucentis and Avastin for Age-Related Macula Degeneration. These two drugs are the most exciting advances in ARMD we have ever had. As we all know, ARMD is the most common cause of blindness for the age group over 50 yrs old.

This article is a must read, it will help us understand when these drugs are appropriate to use. This in turn will contribute to saving many of our patient's eyesight in the future.


Read this for Dr Andrew Chang's Biography


Dr Chang would welcome your enquiries at:



Dr Andrew Chang

Sydney Retina Clinic and Day Surgery

Lvl 13, 187 Macquarie St Sydney NSW 2000

Ph: (02) 9221 3755





















Rodenstock has just launched its new ColorMatic 1.6.

The outstanding performance in all relevant areas positions the ColorMatic range as a top photochromatic product.

For further information please contact:

Anne Guethoff, Marketing Manager

Phone: 02 9748 0988






To date hundreds of copies of my e-book have been downloaded. I assume many of the downloads have been read. If you haven't read it yet here it is again:

The 7 Critical Mistakes that Most Optometrists Make in Their Practices

And how to avoid them By Jim Kokkinakis






Information Technology & Optometry

If you want to invest in new technology you must have a solid computer system to make sure that the use of the technology is efficient. Having a solid computer network for an optometry practice is way beyond the average optometrist's skill set. That's where Richard Rees comes in.


Richard Rees works for They are specialists in Information Technology solutions. Phone Richard on

1 300 553 559

Visit Lookup for all your IT needs                           



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