Insights From Our Editors

Are Point-of-Sale Materials of Any Use to Patients?

The point-of-sale posters many ODs use to decorate their optical dispensary walls may actually be helpful to patients. Forty-four percent of consumers said POP displays are extremely or very helpful in deciding which eyeglass frames to buy, according to Jobson Optical Research’s 2013 Eyewear & Eye Care Consumer Patterns Insight Survey. Comparatively, 30 percent said POP displays are extremely or very helpful in making a decision about which lenses to purchase.

The use of point-of-sale (POS) materials can be an effective internal marketing tool within your practice. POS materials are intended to draw patients’ attention to special offers or targeted products. Usually POS materials are found on the reception desk, in the optical or next to the area where patients pay. The POS materials occur in many forms such as banners, computer displays, display packs, display stands, dummy packs, flat-screen presentations, mobiles, posters and shelf edging.

Be thoughtful in your POS presentations. POS gone wild creates an image of confusion. The judicious use of POS is very powerful. Practices that do not use POS materials must rely on either patient generated questions or staff scripts to educate patients about special offers or targeted products, therefore, from a practical standpoint, the judicious use of POS materials has the potential of educating more patients about more things than any other approach.

Your action plan for this week is to walk through your practice noting the presence or absence of POS materials. Make a list. Now sit down with staff and identify the top five messages you want patients to know. Here is a sample of what that list could be.

1. We have treatment options for all price points.
2. We offer financing with no interest charge for six months to help patients get their complete treatment plan today.
3. We offer our patients the latest technology in eyeglass lenses and contact lenses.
4. If you have a medical eye problem, we should be your first point of contact.
5. We do more than just help keep your eyes healthy, we make sure you are functioning visually at your maximum performance levels in every arena of life at home, school, work and play.

After you have created your top five messages, now go back through your practice and decide the best places to put these messages. If you cannot find POS materials from vendors, then create your own. Make sure the POS materials are appealing, informative and effective in driving patients to the desired end point.

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