Making MD Opticals a huge success is our specialty.

When Carlos E Rodriguez, MD decided to open a second location for Southwest Texas Eye Care Associates and Southwest Texas Optical, he contracted Pam Fritz at Ophthalmology Resources. “We couldn’t have done it in such a short period of time (the building interior was just a shell in March ’08) and we certainly couldn’t have done it so well without the help of Pam Fritz”, says Dr Rodriguez.

Located in Eagle Pass, TX, Dr Rodriguez has been practicing there since 1984. Southwest Texas Eye Care Associates has had an optical, Southwest Texas Optical. While this location has grown, Dr. Rodriguez brought in Pam Fritz to improve both the operations and financial management of the present optical and help with the opening of a brand new optical facility across town.

The first thing Fritz did was to bring in her Optical Production Tracking Software This enabled them to begin tracking each optician and each doctor’s production to get a detailed financial picture, including lens and frame sales, production per man hour, cost of goods and capture rate by doctor. With the new second location opened, each location’s production and financial data is tracked separately.


Many of the consulting services provided included:

• Assist with job search for a new OD and the OD contract proposal.
• Training the new optical manager who now supervises both locations
• Setting financial goals and benchmarks for the optical management and opticians
• Providing sales and technical training for new optical staff
• Analysis of lab production
• Analysis of retail lens and frame pricing and suggested changes to improve margins
• Analysis of office policy and procedures manual
• Frame purchasing for new location and all vendor negotiations

Pam Fritz was on site for a week or more each month during the consultation. At the present optical location, she improved both operations and management. At the same time, she tackled development of the new optical location. “Whether it’s reviewing outdoor signage graphics or meeting with their web page designer, we have the expertise and can help in every area of optical dispensing” Fritz concluded.

For the new location, Fritz assisted in the frame buying, using area and patient demographics to help determine purchases. Her negotiations with all vendors achieved the best discounts and payout schedule. “Controlling your cost of goods, especially when you have the huge expense of a new facility, means obtaining the best economies in frame inventory purchasing.” she said. She added, “The frame reps were wonderful working with us and contributed many “free-bees” for the drawings for the Grand Opening. Special thanks to Safilo, Aspex, Tura, and Marchon for their support”

Normally when a brand new facility opens, a period of time is spent “getting out the bugs” so that everything will be running smoothly for the grand opening. In this case, the Grand Opening was actually scheduled for opening day. It was a big challenge.

One of the services that Ophthalmology Resources offers is merchandising. Fritz and her associate Lisa Harmon worked on merchandising for all the displays. They came out truly spectacular, complementing the beautiful wood cabinetry of the optical and reception area.

Services for the Grand Opening Event, which the consultant provided included:

• Arrange for Chamber of Commerce to hold their “Business after Hours” meeting at a reception hosted by Dr Rodriguez at Southwest Texas Optical. Arrange for Chamber of Commerce ribbon cutting ceremony the day of the Grand Opening.

• Contact press and provide press releases. Arrange for newspaper, radio and TV coverage.

• Vendor support with items for drawings and vendor trunk showing at the event

Fritz was on-site to help coordinate all the final arrangements and help run the Grand Opening event.

“Whether it’s a start –up, new location, or re-vamping an existing optical, we have had great success for our clients, comments Pam Fritz.

The first day the new location opened, June 19, 29 eye exams were seen, with 13 of them walk-ins due to the promotions. Each day has successively been building with sales results for both the optical and the practice, while the original location continues to perform extremely well.