BUSINESS

  merchandising

Riding Costas’ Coattails

Three ways to use national and local media to promote your practice.

GINA M. WESLEY O.D., M.S., F.A.A.O.

The power of the media is astounding. Consider how sportscaster Bob Costas’ rampant and recalcitrant conjunctivitis was covered throughout all conventional and social media platforms. The poor guy couldn’t get resolution, yet I resolved to use the situation as a way to “connect the dots” for my patients.

Posts on my Facebook page educated viewers that conjunctivitis could be treated at my office, and many conversations with patients during those memorable two weeks served as a grass-roots effort to further patients’ knowledge of my practice’s services. All of this was fueled by the media. Do you use consumer connections to your advantage?

Here are a few ways you can utilize the media to merchandise your practice.

Get social.

Maybe a particular Twitter or Facebook posting from an industry counterpart or a popular media outlet resonates with the message you are trying to promote in your practice (e.g. Bob Costas’ eye ailment). A simple re-post to your own social media site(s) takes mere moments and instantly establishes a connection between you and the original post.

For example, if the post is from one of the brands you offer, your Twitter and/or Facebook followers see you represent that brand in your practice, prompting many of them to present to your office for it.

Use popular advertisements.

I see the Charlize Theron J’adore Dior commercial, aired during various high-profile television events. I then can showcase that same image, that same color scheme within my office’s own ophthalmic Christian Dior display to propel the “feeling” of the brand to those who identify with it, and thus, create eyewear sales . . . all by leveraging what industry has already put out there. They built it, all we have to do is spin off of it. The beauty of consumer advertising within the ophthalmic industry: It already exists.

Align with your vendors.

Local media outlets can also be utilized. Have one of your frame vendors co-promote an upcoming trunk show. Beyond co-op dollars, the resources our industry partners have in creating catchy marketing images and messages go beyond what many of us have the time or money to design. Many times, they already exist, and we just need to tap into them. Let them help you create buzz around your event or practice.

Consider an advertorial as an opportunity to get an idea across as well. Say you want to promote UV protection and sunwear in your practice. Inquire with your sunwear vendors to see whether they have dollars to promote an advertorial piece in the local newspaper or regional magazine. This advertorial would highlight the importance of UV protection while also giving their brand and your practice some props.

Making the connection.

Finding ways for your practice to tap into national and local media establishes consumer connections. Look around your practice for products and eye health education tie-ins, and run with them. Such avenues of promotion facilitate practice awareness and growth. OM

DR. WESLEY PRACTICES AT COMPLETE EYE CARE OF MEDINA, WHICH SHE OPENED IN 2008. SHE WAS HONORED AS MINNESOTA’S OPTOMETRIST OF THE YEAR IN 2011. E-MAIL DRWESLEY@CECOFMEDINA.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.