Optometric Practice Managment: Your Local Word Wide Web

Technology has certainly changed the way we think of optometric practice management.

It wasn’t long ago that the idea of linking image systems with an EMR was only a pipe dream. Now it is commonplace.

In fact, many of you have learned how some of these technologies actually become a working part of your marketing mix – with the ‘WOW’ factor of diagnostic technology exhibited at the chairside.

Therefore, for most, there is a natural progression to expand this premise further as we re-evaluate our optometric practice management offerings.

The new and improved patient cycle.

Technology now offers any size practice the ability to expand its reach-big time. We now have the capability, through internet and email marketing to build systems that automatically deliver these ‘WOW’ factors in between patient visits, while providing robust and measurable framework that makes it easy to add value.

It’s all about providing value.

Most people think of eye care marketing and email or optometric websites as extensions of the storefront or optical display. This is a mistake.

We worry about the visibly presentation and design much more than the actual substance or content.

The unfortunate reality is that we waste a lot of money on developing flashy (and often beautiful websites or email templates), without spending much time on the message and content.

I made these expensive mistakes myself.

It took me a while to come around and let go of the flash and focus on the patient.

Email broadcasts are an extension of the chairside.

You don’t fancy pictures, logos, or templates to create an effective message. By simply talking to patients through short, personal, yet informative notes, you are providing an invaluable service.

In essence, you are creating a unique conversation with hundreds or thousands of patients, both listening to their feedback, while teaching and training them how to use these systems.

As you gradually teach patients about their eyes and health, you are simultaneously showing them:

• How to make appointments conveniently online
• How to order contacts through YOUR online store
• Links to your blog or other places for information
• How to refer friends and family
• How to take advantage of special offers or new programs and/or services.

The best part? These systems are so cheap that it almost seems to good to be true. What other optometric management system can deliver this much ‘WOW’ and cost less than the average revenue collected from one patient per year?

Optometric Practice Management and the Internet

Consider two ways of looking at optometric practice management:

One practice looks at it in terms of what’s worked in the past for acquiring and retaining patients. Assuming an “If it’s not broken, why fix it?” mentality, they continually return to ads in the Yellow Pages, newspapers, and on the radio to get the word out.

Another practice relies on the same means of advertising to a point, but has added a new dimension to their optometric practice management. This practice is increasingly moving toward communicating with patients over the Internet. They maintain regular contact with patients via e-mail and have a great-looking website with printable coupons and free eye care advice.

Any idea which practice is most likely to gain new customers in today’s competitive marketplace? I think it’s pretty obvious: the second one. Using the Internet to build your optometry practice is of immense importance when growing your practice.

But what is the best way to use the Internet to your advantage? Here are some tips that will get you started.

Growing your practice in today’s competitive marketplace is no easy task. Traditional means of getting the

• Write a periodic newsletter and send it to patients via e-mail.

• Build a better website. Include special offers to visitors, and offer them the opportunity to sign up for you e-newsletter.

• Ask visitors to return. It’s amazing what a simple, “Thank you, come again!” will do for your optometric practice management. Courtesy counts.

• Ask for a referral. In other words, if you can tell a patient is happy with the service you’ve provided, see if they can’t recommend some of their friends, relatives, or co-workers to visit you. Make things easier by handing them a few extra business cards for good measure.

One thing to remember about the e-newsletter: federal spam legislation now requires permission from the people to whom you intend to send your messages. Your patients have to agree to get e-mails from you. By creating an “opt-in” for these patients, you’re following the guidelines and showing your courtesy at the same time.

Want to market to your current patient base effectively? Following the practice management suggestions listed above will get you on the right path.

Optometric Websites – Time For Enhancement

There is an art to designing optometric websites—if you do it right, you’ll see an instant boost to your practice. And while a basic website is better than no website at all, going the extra mile can really expand your patient base. This is one case where attention to detail really pays off.

Here are a few tips culled from successful optometric websites that will have your own site getting all kinds of buzz:

Keep it User-Friendly. Given that many of your visitors might have varying degrees of vision impairment, this is a given. Providing a user-friendly environment gives your patients confidence in what you do and the services you provide.

Address the Basics. It may be hard to believe, but new websites often leave out important information like hours, directions, and services. Think about what you’d definitely want to see if you were a patient, and make sure it’s included on your website. Go a step further, even, and solicit feedback before going live—just to make sure you didn’t miss anything important.

Talk about Yourself. People want to know about you, so include some general “about” information, like the history of your practice, and short, individualized biographies of key staff. This will build trust and familiarity among your patients, a key step in actually retaining them.
Make Your Site Known. If people in your area don’t know about your site, they should. Get the word out through search engine optimization so your site will appear in local searches on Google, Yahoo, and other popular search engines. Sign up with Yahoo Local and Google Maps, too, so that patients know exactly where to find you.

Give Patients a Reason to Visit. Incentives, incentives, incentives! Including special offers, coupons, an opt-in newsletter, and other services that people will find useful will be a big plus for your website.

Go the Extra Mile. What can you put on your website that will benefit your patients the most? Interactive features like a glasses suggestion tool or real-time online scheduling rank high on this list. Including features like these will help your site stand out and will ensure return visits from your patients.
Optometric websites that focus on what patients want and need are generally successful. By following the tips above, you’ll be well on your way to establishing your presence on the Internet and using it to build your patient base.

Using Optometric Websites to Expand Your Practice

Want to see an instant boost to your practice? Designing a dynamic, user-friendly website is just the ticket. You might have a basic website right now, and that’s fine—but it you want to attract more patients in today’s world, your website should mirror the content of the best optometric websites.

Here are a few tips based off of what other optometric websites have done well:

“User-Friendly” is the Key. Many of your visitors might have varying degrees of vision impairment, so this should be a given. A user-friendly environment is what your patients will expect—and what will keep them at your site.

Address the Basics. More than a few new websites (and some established ones) leave out critical basic information that you’ll definitely not want to miss. Your practice’s name, location, and hours of operation should be plainly visible on your homepage. Your patients will be expecting it, so definitely include it.

Talk Yourself Up. Include biographical information about you, the history of your practice, and other key staff. This will allow your patients to get a good feel for your practice in the comfort of their own home.

Advertise. Make your name known, especially in your area. People in your area who are looking for an optometrist should know about you. Increase your reach through search engine optimization so that your site will appear in local searches on Google, Yahoo, and other popular search engines. Signing up with Yahoo Local and Google Maps won’t hurt, either.

Give Patients an Incentive to Visit. Incentives are key. They often make the difference between the “on-the-fence” patient and the “newly acquired” patient. Including special offers, coupons, an opt-in newsletter, and other services that people will find useful will help your patient base expand.

Go the Extra Mile. There are many features you can add to your website that will be of use to your patients. Think about interactive features like a glasses suggestion tool or real-time online scheduling—both can be added fairly easily, and they’ll help your patients immeasurably. With extra touches like these, your website will truly stand out.

Successful optometric websites focus on the patient and provide him or her with needed services. If you follow the steps I’ve outlined above, you’ll have no problem establishing yourself as the go-to professional in your area.