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The optical industry, along with many other industries, is rapidly changing in the United States. Independent practices and dispensaries are finding it very difficult to survive in this new world of big-box retail operations. Insurance and other third-party organizations responsible for majority of the payment systems in the country do not allow for Optician participation, and this makes life difficult for this profession. The independent Optometrist and Optician find it next to impossible to open their own practices due to these changes. In the past, opening one’s own practice was the goal of most upon completing school; but today, that dream has changed to one of employment. That in itself is not a bad thing, but the authors of this book want those who seek to open an office, or even those who manage those big box retailers to know that whatever route you take in your professional career, one thing is very important:  strategy!

As you move through this book you will find we provide some insight into strategy development while including generic examples that can be of great help to any organization, large or small. This can be true for the independent or the chain, Doctor or Optician, manufacturer or distributor. Today, strategy is something necessary not only for survival – if you can implement the appropriate strategy for your unique situation you can thrive. Follow the steps in the book to develop your a customized strategy for your organization.