Outperforming the Competition in the Optometric Marketplace

The optometric marketplace is a competitive one. No matter how long you’ve been in business—and no matter how strong of a relationship you have with your patients—the fact is that there will always be someone trying to do it better and more efficiently than you. If you’re worried about losing your patient base to local competitors, you should consider optometric marketing.

Healthcare reimbursements from insurance companies are decreasing, but costs are still going up. Reshaping your business strategies to reflect this reality is a must. Your business can surpass your competition by creating and seeing out an optometric marketing plan.
What kinds of things does the term “marketing” bring to mind? Do you think of radio and television ads and other media that come at a hefty price? These traditional forms of advertising are effective, but also expensive. There are simpler—not to mention cheaper—ways to get your message out.

You already have the most crucial part of an effective marketing strategy right in front of you: your current patients. To begin with, you should be sure you’ve got staff large enough to accommodate your client base. Secondly, give them an experience that will ensure return visits.

When you’ve got patients returning on a regular basis, you’re ready for the next step: asking them for patient referrals. While not seeming pushy, ask your current returning patients if they’ll recommend you to their friends and family. Satisfied customers refer other people, and if your patients have a good opinion of you, they’ll do the same! If a patient seems willing to give you referrals, handing them a few of your business cards never hurt, either.

Your patients return to you because you show your concern for them. They will refer other patients to you—their friends and family—because they know you’ll show them the same consideration. Make sure you keep your new patients on with you by keeping in contact with them after their visits. While they are in for an appointment, make sure that they receive a free copy of your newsletter.

A focused optometric marketing campaign is the best way to grow your practice—but it is only as good as the people and ideas behind it. If your employees aren’t on board with your vision, you won’t see the growth you’d hoped for. Make sure that your employees are friendly and caring toward your patients. A little customer service goes a long way