Builda Digital Strategy for Practice Growth: Overview of Digital Tools
By ROB Editors
Website, Facebook, Twitter, Yelp…. These are the buzzwords of our time.While you may be deepinto the digital world, the question remains: Do you have an overall digital marketing strategy for your practice? Most practices do not.In fact, for most practices, the approach to employing the growing array of digital tools is segmented and unplanned. To compete effectively today, you need a coordinated, digital marketing strategy that achieves measurable goals.
How Effective Is Your Web Site?
By Rick Kleban
The right site tells prospective patients what makes your practice special and gets site visitors to want to contact your practice, says Rick Kleban, co-founder of Radiant Strategy, a marketing consulting firm. He recommends seeking the services ofa marketing specialist to help determine the right digital strategy and what is needed from the website to make all of the marketing effective. Together, you can assess what changes are required for your practice’s website by looking at the following criteria.
Use Digital Solutions to Add New Patients
By Daniel Rostenne
“How did you find out about us?”
This is a traditional question that optometrists ask new patients, and—in this digital world—it is as outmoded as it is common. Chances are, the answer to the question is that your new patient saw the sign on your lawn. But that sign has been there 20 years, yet until now that patient took no action to use your services.
This question needs to be replaced by the more pertinent: “What motivated you to make an appointment to be here today?”
When you reverse-engineer the new patient process, you derive powerful answers to the age-old question: How can I get more patients into exam chairs?
Social Media as Immediate and Effective Tool for Practice Revival
By Dawn Bearden, OD
When Dawn Bearden, OD, found her practice dwindling, she sought guidance from James Burgin, a branding strategist she had worked with in the past. Together, they worked out asocial networking strategy that allowed her to market her practice on a tight budget. At the onset, Dr. Bearden didn’t even know what online social networking was, but after a tutorial with Burgin, she launched a blog and got onto Facebook. When Twitter became available, she created an account to alert followers to new blog postings and new YouTube videos of patient testimonials. Here is her path to practice revival through social media.
Polarized Rx Sunwear = Prime Revenue Opportunity
By ROB Editors
Offering your patients ready-made lens packages simplifies the often confusing lens presentation process.
In the past, lens presentation involved presenting add-ons, each with its own price. Today, savvy dispensers present patients with complete lens packages, bundled into categories of good, better and best, or standard, customized and individualized. These packages incorporate multiple lens treatments into neat sales packages with uncomplicated pricing.
The Mathematics of Frame Board Management
By Jay Binkowitz
Buying the right products and creating successful assortments has become more challenging in today’s environment of shifting consumer tastes, increasing price sensitivity and growing shopper diversity.
So what does frame board management really mean? How many of us studied the fine art of retail buying mathematics? Most of us use the “Let’s try it !” method to selecting frames for our optical. We make decisions on products based upon what webelieveconsumers want or quite simply based upon what we personally like. We need to take a more strategic approach with the fundamental objective of maximizing customer satisfaction while minimizing our costs…
Creative Frame Displays in L as Vegas
Here are creative and clever frame displays, seen at Vision Expo West and in optical boutiques in Las Vegas…
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Building a Multicultural Practice
By Manuel Solis, Transitions Optical
In many communities across America, growth in an optometric patient base is likely to come from the fastest growing segments of the populace: Hispanic, African-American or Asian-American populations. America is multicultural. So how multicultural (or multiculturally friendly) is your practice?
Whether you would like to grow your practice by reaching out to multiethnic populations, or you’re moving your practice into a neighborhood that’s already multicultural, knowing how to market to a heterogeneous community is key to practice growth. Consider: By 2050, minorities will comprise more than half of the U.S. population.
