BUSINESS

  MARKETING

DELIVER THE 'WOW'

USE TECHNOLOGY TO CAPTURE A MOMENT OF MAGIC IN YOUR MARKETING

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

WHEN YOU provide an experience that causes patients to immediately say or think, “Wow!” you’ve captured what they call in marketing a moment of magic. The more “Wow!” moments you deliver, the more positive the patient experience and the more likely the patient will return to and recommend others to your practice.

START WITH SERVICE

How do you deliver a "Wow!" experience? The first step that comes to mind is service. While many businesses claim to deliver exceptional customer service, think about your own experiences. Whether you've had an experience with a restaurant, mechanic or doctor, do you find yourself saying “Wow!” Probably not. The "Wow!" experience is the exception, but it’s also a tremendous opportunity for your practice to stand out from the crowd.

One way to create an exceptional patient experience is to take advantage of technological advancements, which offer great enhancements to the patient experience. Instead of using lengthy clinical explanations, we can now show a high-definition image of the inside of the patient's eye that depicts the anomaly, and we can explain, in simple terminology, what the patient is seeing.

For example, OCT takes much of the guesswork out of macular pathology and glaucoma. Macular pigment optical density testing offers doctors quantifiable data to proactively recommend dietary supplements and make nutritional recommendations. New and innovative technologies allow doctors to identify the underlying causes of conditions, such as dry eye disease, and prescribe appropriate treatments that address these underlying causes.

Patients don’t necessarily grasp the clinical nuances of this technology, but when you deliver an experience like no other, the reaction will be “Wow!”

We all know the value that innovative diagnostic technology provides in treating patients and providing full-scope eye care. But the point is to look at technology through your patients' eyes and ask yourself: “Am I leveraging this technology to the fullest extent to impact the patient’s perception of my practice?”

BUILD A HIGH-TECH IMAGE

The technology referenced above, along with other advances in eye care, is marketable. Don't overlook the impact it has on your patient’s impression of your practice. Build a high-tech image into your brand and marketing messages. Educate your staff on the benefits of this technology so they can comfortably and knowledgeably discuss it with patients. Display posters or pamphlets at various office touch points, and show videos in your reception area to reinforce the value.

Modern diagnostic technology offers a great clinical advantage, but the patients' impressions will be most impacted by how you present and showcase this technology in a manner that leads them to say “Wow!” 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.