Transitions Optical is launching a new, interactive Transitions MAP (Market Area Profile) program developed to assist eyecare professionals in the promotion of their practices by identifying key consumer segments in their geographic areas. It provides detailed information about the vision needs and behaviors of target audiences, and suggests marketing tactics to help reach “high-value” patients. It also offers insight into who might be competing for their business.
“Many practices are aware that marketing is important, but they don’t necessarily have resources to tailor their programs to reach patients with the best revenue potential,” says Dana Reid, senior marketing specialist ECP communications, Transitions Optical. “Demographics, like ethnicity, age and lifestyle, all influence the amount and type of vision products and services consumed. “Understanding which target audiences are prominent in the area where they practice, and the opportunities associated, can help eyecare professionals customize their outreach to these groups, which is a more effective way to reach them than a one-size-fits all approach.”
To navigate the program, visitors must enter the zip code where their practice is located. This generates an interactive market area map, which outlines the geographic vicinity in which most of the practice’s current patients and potential new customers likely reside (i.e. the “trade area”). The remainder of the information provided is based on this area; however, zip codes outside of it can be viewed if the user wishes to expand their target area.
Users can access detailed descriptions of consumer segments on their market area by target audience, which include information on demographic characteristics. Recognizing where these target audiences are concentrated within surrounding zip codes can help practices to develop communication programs that increase patient loyalty or generate new business.
Data can also be obtained on the average amount spent on eyewear by zip code. High-value customers residing in these areas represent more revenue potential because they come from households with a large number of family members, that regularly purchase multiple pairs of frames and lenses, or that are more likely to consider premium brands of frames and lenses. Practices are more likely to reach these customers if they consider the characteristics and needs of individual target audiences.
Finally, information about the competitive landscape of the trade area helps practices to fine tune marketing tactics to stand out from the competition.
“The MAP tool is easy and fun to use,” says Beverly Smith, OD, of San Ramon Family Optometry, who was part of the program’s pilot group. “It will be helpful for designing and augmenting specific marketing strategies in order to target the audiences who are most likely to use our services.”
The Transitions MAP program is available free-of-charge through the Transitions Optical trade portal (www.Transitions.com/Pro), and will link users to other resources they can use to reach target audiences, like the Transitions Online Marketing (TOM) tool (www.TransitionsTOM.com).