CLINICAL

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Diversify Your Consumer Base

Why and how to get a mix of patients

JEFFRY D. GERSON, O.D., F.A.A.O.

We all have patients we enjoy seeing; maybe even a few beloved patients. As happy as it would make us to only have to see these people, a healthy primary care practice requires a mix of consumers.

Here are four tips on how to expand your consumer base.

1 Ask patients to spread the word

Every patient is a marketing opportunity. Therefore, take advantage of this good fortune by personally asking all your current patients at the end of their visit to tell others about your practice:

“Thank you for choosing me as your eyecare provider. As a primary care optometrist, I provide an array of services, so please let your friends and family know I’d love to meet them.”

With social media outlets, such as Facebook and Twitter, in particular, a patient’s post or tweet about you has the potential to reach thousands of prospective patients.

2 Identify their outside interests

Ask your current patients whether they’re a part of any community organizations, such as the YMCA, or clubs, such as a cycling group, and whether they think the community organization or club would be interested in having you talk to its members about the importance of eye health and vision and how it relates to their particular interest. An “in” intro to one of these groups may become quite fruitful for your practice.

3 Do your own research

Conduct an online search of community organizations and clubs near your practice location, and personally reach out to them to see whether they’d like to have you talk to them about eye care.

For example, if your practice is near a retirement home and you’d like to see more medical patients, contact the home about the services you provide. Many of these communities have support groups for low vision. An audience of this type may not only net you patients who hear you, but their family or caretakers who bring them to see you as well.

4 Contact other healthcare professionals

Perform an online search of all the doctors within your practice’s location, and write them a letter that details your education, training and expertise and how, specifically, you can help their patients. By reaching out to one PCP or one endocrinologist, you are essentially reaching out to thousands of potential new patients.

Expanding your reach

As much as we think we know our consumers, there are always more to be had, especially when assessing the many opportunities for practice growth. OM

DR. GERSON IS IN PRIVATE PRACTICE AT WESTGLEN EYECARE IN SHAWNEE, KAN. E-MAIL HIM AT JGERSON@HOTMAIL.COM. VISIT TINYURL.COM/OMCOMMENT TO COMMENT ON THIS ARTICLE.