BUSINESS

  MARKETING

RELIEVE THE “PAIN POINTS”

CREATE SOLUTIONS FOR PATIENTS WHO ARE MOTIVATED TO FEEL BETTER

STEVE VARGO, O.D., M.B.A.

SALES AND marketing are significantly more effective when the seller diagnoses a “pain point” and creates solutions for these real or perceived problems. Solutions create value for your patients. Let’s look at five common pain points felt by patients — and how you can market your ability to remove that pain.

1 DRY EYES

This is one of the most common complaints heard by eye doctors. Many doctors have adopted a dry eye specialty in their practice — targeting patients who have dry, itching, burning eyes. Many of these patients will tell you they’ve had these symptoms for years. Make them feel better, and you will create a loyal, raving fan. They will happily do your marketing through word-of-mouth, the most effective and inexpensive form of marketing.

2 HEADACHES

A marketing specialist once told me, “It’s easier to sell aspirin than vitamins.” The difference is urgency. When you are in pain, you are very motivated to feel better. Price ceases to be the biggest factor when we effectively present a solution to an urgent problem. Raise awareness for eye care options that reduce headaches and vision strain in your marketing and communication messages.

3 GLARE

Glare reduction and UV protection are cited as the top two reasons people purchase sunglasses, according to the American Optometric Association’s 2014 American Eye-Q survey. Aside from offering a selection of sunglasses, promote the health benefits of protecting your eyes from UV light. Are your patients aware of its connection with AMD and cataracts? Educate them of these facts through social media posts, email blasts or internal pamphlets and brochures.

4 EYE STRAIN

Computers, laptops and mobile devices are ubiquitous in today’s society. Vision complaints caused by these devices are numerous — eye strain, headaches, dry eyes, glare, etc. Reach these folks on the very devices that cause the problem. Email marketing, SMS text marketing, social media and websites can effectively promote premium AR, blue-light blocking lenses and computer or mid-range prescriptions.

5 FEAR

Fear is a powerful motivator. For many people, losing vision is their No. 1 fear. When a patient informs you his or her grandfather has AMD and can no longer read or watch TV, there’s a good chance that patient is concerned about the same fate.

By reviewing their histories, you can identify patients who are at risk for sight-threatening diseases. Address the disease and management steps to offer solutions that can reduce fear and build practice loyalty.

As these “pain points” suggest, there are many opportunities to market your diagnostic technology and medical expertise to patients looking for more than a wellness exam and new glasses. Take advantage of these opportunities to reach patients when they are most motivated to act. OM

DR. VARGO serves as Prima Eye Group’s vice president of Optometric Consulting. A published author and speaker with more than 15 years clinical experience, he is now a full-time consultant advising O.D.s in all areas of practice management and optometric office operations. To comment on this article, visit tinyurl.com/OMcomment.