BUSINESS

  MARKETING

HOW TO PROMOTE “SEEING BETTER”

USE THESE FIVE STEPS TO GET THE PATIENTS MIND OFF PRICE

IN RESPONSE to low-cost retailers and Internet vendors, doctors proudly proclaim they provide their consumers with better care, better quality frames, better lenses and better vision. With a strong understanding of eye care options, doctors feel confident in this assertion. The patient, however, wonders, “better than what?”

When consumers do not comprehend the difference between similar products, price becomes the overriding factor in the purchase decision. It’s the responsibility of you and your staff to educate patients on the value and benefits of the products and services you offer. Below are five marketing strategies to get the patient’s mind off price and focused on “seeing better.”

1 TELL STORIES

People are hard-wired to listen to stories. It’s the natural way our brains learn and process information. Use stories of existing patients to market “better vision.” Patients will be more captivated by a story of how you helped a patient with a similar vision problem than discussing the benefits of spring hinges. The best part is – you get to be the hero!

2 COLLECT TESTIMONIALS

Uncertainty is a major factor in a consumer’s purchase decision. When evaluating a product, consumers often incorporate the opinions of others. They need to trust that a product or service will deliver the expected outcome to justify the higher cost. Marketers call this “social proof.” Help make the decision easier by collecting and advertising testimonials of current patients sharing their positive experiences.

3 PROMOTE YOUR MEDICAL PRACTICE

Eye conditions, such as dry eye disease, can negatively impact vision. Create marketing messages designed to educate patients on these conditions. Develop a short series of videos or blog articles on common conditions that may be preventing patients from seeing clearly — even with glasses on.

4 DEMONSTRATE QUALITY

“Can I have my script doc? I am going to order online.” Counter this by ordering a few pairs of low-cost glasses from Internet vendors, and show them to patients who are considering this option. Demonstrate the difference in quality, durability and optics. Some may still decide to purchase online, but others may decide the extra cost is justified.

5 REDUCE THE RIDICULOUS

Paying an extra $100 for premium progressives may sound like a lot of money to some, but using a strategy called “reduction to the ridiculous” can soften the impact. Assuming consumers use the glasses for two years, explain that the additional cost to see in high-definition every day for the next two years is about 14 cents per day. Presented that way, it sounds like a lot of benefit for a very small investment. You’ve seen marketing ads that begin, “For the price of a cup of coffee…” OM

STEVE VARGO, O.D., M.B.A., 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, visit tinyurl.com/OMcomment.