Last month we discussed advertising and the concept of SCAP: service, consideration, access and promotion. This month we will look at some additional things independent eye care professionals can do to market effectively, and even provide a competitive advantage against large corporate providers. Remember that there are several requirements for effective marketing to take place:

• Two or More Parties with Unsatisfied Needs

• Desire and Ability to Satisfy These Needs

• A Way for the Parties to Communicate

Something to Exchange
All of that requires that we understand the consumer and their changing tastes. I often consult with practitioners who wish to have their practices evaluated (unadulterated self-promotion, if you didn’t get it already), and the results typically indicate a need to better know their patient/customer. Opticians and Doctors are good at what they do, but often are lacking in the appropriate business skills to maximize their practices. Patient’s tastes change and we must change to meet their needs. An objective view may be required, and there are a number of folks available to consult with you on refining an understanding of who your target market really is and how to best meet their needs.

We must determine who the patients are and what they really want from us, and then we must decide if we have sufficient skills to meet their needs. We want to provide excellent care for them and that may require some work on our part. We also need to determine how to best communicate our message to them. Last month we went into some depth on the issue of advertising and promotion, so we will not delve into that again, but communication is important. Do we speak the same language as our patients? In some cases, we literally do not. In my home state of North Carolina, the large Hispanic influx is causing all of us to learn to communicate in Spanish or have someone who can. Lastly, we must offer the products and services valued by our patients. Remember, this exchange process is voluntary. Patients have a lot of places they can go, so provide what they want. Know what your patients require, and you will undoubtedly be successful, and realize that as you age a bit, the patient base will change. Change with them! Effective communication is important to your success.

Competitive Advantage
Competitive advantage is the basis on which a practice can compete with anyone and maintain an advantage. Levoy (2002) provides some specific suggestions to developing a competitive advantage for eye care practices. He indicates that providing specialty service sets one office apart from another. He describes Advanced Orthokeratology, Low Vision and others as examples of specialty services that can provide a competitive advantage. Do you offer things others don’t?

Competitive advantage is generally accomplished through a thorough review of the marketplace and yourself. Important to the process is a SWOT analysis; a review of strengths and weaknesses (internal analysis), and opportunities and threats (external analysis). Through this process, you should be able to effectively develop strategies to make your organization more competitive by developing your strengths, and correcting or minimizing your weakness. Those independents that are successful in today’s eye care industry have a well-defined strategic plan for continuous improvement.

Technology
One of the important components of developing and maintaining a competitive advantage over the competition is up-to-date technology. Patients always seem to be impressed with the “bells and whistles.” I do not suggest that you go out and buy a new instrument or tool simply because it exists, but new technologies provide our patients with evidence that we are on top of the market and keep up-to-date with tools to better meet their needs.

Strategic Marketing Process
Important to the concept of marketing is that it is a process. Practitioners must take the time to strategically assess their marketing program. Is it reaching the target market? Is it focused upon the services and products required by the market? Strategy is future-oriented and provides for the average practice a direction. The Strategic Marketing Process involves three phases: planning, implementation, and control.

The Planning Phase
In this phase, we utilize a SWOT analysis, and set goals. We develop the marketing program based on the SWOT, and select the media and methods to reach the target market(s).

The Implementation Phase
During this phase, we focus our resources upon the structured marketing program. We schedule the marketing efforts, and execute the plan.

The Control Phase
Finally, once the plan is implemented, we must make sure it is achieving its planned goals. If it is not, we must adjust the plan according to recorded deviations and put the train back on the right track to achieving our goals.

Strategy again is future based, and by strategically planning our marketing efforts, we cannot be assured of success, but through continuously evaluating our results we have a far greater chance.

Marketing Research
Important to any organization’s marketing efforts is the appropriate use of marketing research. There are a number of sources where this research can be obtained, like the local Chamber of Commerce, or we can do our own. Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. The broad goal of marketing research is to identify and define both marketing problems and opportunities and to generate and improve marketing actions. We can conduct research on current patients to help us better understand their needs and desires to enable us to better serve them. We can collect our data through observing them; what they wear, the colors they like, etc., or we can collect information through surveys. Ask them to help, and you will find many very willing to assist.

The Internet
Today it is important to recognize a variety of media available to get our message out. Last month I told you that I used Cable TV, Radio, Yellow Pages and others to reach my target market. Well, today the Internet is one that cannot be overlooked. Develop a web site that is professionally done and provides potential and current patients with the message you want to send. Keep it up-to-date and you will find that it will be an inexpensive way to market your practice.

Value
Whatever methods and media you employ to market yourself and your practice, make absolutely certain you remember that not matter what you might change, as long as people feel they are receiving value, it really is not important. Patients want to know that they are buying the best products and services they possibly can, and they depend on their trusted eye care professional for those services. In an airline magazine many years ago I ran across a statement I feel is appropriate. It did not list an author, but it said the “people who fly on airplanes are more concerned with a safe landing than a cheap fare.” I believe that to be true, and as a very frequent flyer, I know that it holds true for me. Eyecare is the same. Price your services and products to portray value to your market and you will be successful.

Conclusion
Marketing is a broad subject. It is how you dress and even the way you answer the phone. It is the advertising message and the media you choose. It is promotion, pricing and value. I hope that over the last couple of months we have been able to assist you in better understanding marketing and ways you can better compete. You have a competitive advantage over “Big Brother” that you may not even realize - the special essence you and your staff bring to the office each day. By providing the appropriate mix of services and products, and by knowing your patients needs and desires, you can compete successfully with anyone.

References on request

Warren G. McDonald, PhD
Professor of Health Administration
Reeves School of Business / Methodist University