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Inexpensive Ways to Promote Your Practice |
It's reasonable to feel a little apprehensive about the finances of your practice in today's turbulent economy. This is especially true when considering current media speculation of a possible global recession and a failing stock market.
A common reaction would be to reduce costs by cutting your marketing budget. Before eliminating all your advertising expenses and hurting your practice in the long run, begin to utilize some inexpensive and proven marketing techniques to stretch your dollar further.
Making Friends
Do not forget the most basic and inexpensive marketing tool that you have; the ability to network. I know that this topic has been covered before, but I am not talking about the networking that we, as opticians, usually engage in. This networking does not involve the normal conferences, meetings, and continuing education classes that we all take part in. I am talking about the networking that is necessary outside our profession. Now, you may be thinking, "Networking outside my profession, why?" An excellent reason would be the fact that failure to do so neglects your potential patient base and costs you money.
The single most overlooked networking tool that we have is the slip of paper we should all be carrying, the business card. It is an inexpensive tool that should always be carried and given to EVERYONE. The cashier in your checkout line, the food service worker, and even the police officer that is writing you a speeding ticket should all have one of your business cards. In addition, have a small, one to two minute speech prepared to introduce yourself to the people that you meet so you appear friendly and confident. Therefore, you will be easy to remember when they come across your card in their wallet.
Another effective networking method is to join local civic organizations. It does not really matter which organization you join, all are good choices. Community organizations provide good outreach to your patient base and give your practice a reputation as one that is caring and socially responsible. In addition, people like going to someone that they know socially and when it comes time for them to make their next eyewear purchase, you and your practice will be the first to come to their mind.
Meet your Youngest Potential Patient
Contacting schools can create a win/win situation for all parties involved. A majority of states do not require a vision screening or eye exam for school age children. In addition, many schools, especially in rural areas, do not have a nurse on the premises. Because of this, many children may fall through the cracks and have an unrecognized vision problem. You and your practice may help rectify this problem and meet new patients in the process. You should contact the local school board or individual school, depending on the policies of your local area, and offer to perform vision screenings to the student body. The screenings can be as simple as using a Snellen eye chart and an occluder, or can include a stereopsis test for binocular vision and Ishihara Plates test for color deficiency. Not only may you be detecting a problem with a young patient's vision, but you will also be developing a relationship with the child's family and increasing your patient base.
Go Where the Money Is
The larger corporations in your area are where the majority of your patients will work and as such, should be a focus in your marketing plan. Contact the Human Resource department and offer to perform vision screenings. Even if you do not participate in the employer's Managed Vision Care plan, still make your practice available because many employees may not participate in the plan or may not have family coverage. Furthermore, offer a discount plan or a safety eyeglass plan to the company if one is not already available. By making these services available, the corporation will be more likely to refer their employees to your practice.
Shamelessly Use Your Sales Reps
Your sales representatives should be one of the best friends you and your practice have. If your sales rep isn't, find a new one! There are so many wonderful reps out there that not only want to see you succeed, but they will bend over backwards to help you. They are the ultimate source for free POP materials, but they are also great for free or discounted items for giveaways, contests, or donations. Sales representatives also see and hear ideas from across the country and will be one of the best sources of what may work in your area.
Develop a Community Health Event
The rewards for a community health event are many. It incorporates many of the marketing ideas outlined above. You get to network with many other healthcare providers and civic organizations. In addition, the community gets to know your practice and the services you offer. The biggest plus from the marketing standpoint however, is the free advertising that your local media will provide for a community event. The Federal Communications Commission mandates that the media provide a certain amount of free advertising for events that will benefit the community, so most offer a community board segment that airs throughout the day. To access this service, contact your local radio stations and newspapers.
Doing business in a soft economy is scary, especially when many of your patients are delaying the purchase of their eyewear needs. The key to success however, is enticing your patients to buy now without breaking your budget. By employing creative ideas and pooling your imaginative resources, you can develop a marketing plan that not only benefits you and your practice, but the community as well.
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