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Marketing
Strategies
for the Independent Eye Care Professional Part
II |
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 |
