Create a dynamic plan so you won’t have to shoot from the hip

Planning for 2019 sounds daunting, right? But the more you plan now, the more time you will save on decision-making next year. And by carefully analyzing what worked and didn’t work in the previous year, you’ll likely avoid taking hip shots at what you think may work.

Here are the top considerations in planning your 2019 merchandising calendar:

STICK TO YOUR BUDGET

Hopefully, you have a practice budget. If you don’t, start here: https://bit.ly/2ybgjkx . If you do, and you have a marketing/advertising category, designate a certain percentage of that to in-office merchandising. Once you know what you have to spend each month or quarter, it becomes much easier to work within those parameters. Honestly, in my clinic, there’s something freeing in saying “no” or “yes” to an idea because it isn’t, or is, within our budget. The decision was made for me by my careful planning.

WHAT BOMBED. . . AND DIDN’T

The definition of insanity is doing the same thing over and over and expecting different results. When you keep displays the same, in the same location, with little variation in presentation, don’t expect large changes in patient behavior. Look at what strategies you employed in the previous year(s). What worked and what didn’t? I find it interesting that some ideas will work once, but then never again. To the contrary, something we had tried before that didn’t seem to do well may take off depending on time of year, who you are merchandising to, etc. You won’t know until you try, but make sure to ask your team for their input. Staff is usually well-suited to give ideas in this arena.

REARRANGE/REPAINT/REDESIGN

You don’t have to spend high dollar amounts to give your office, exam room or patient reception a face-lift. Painting and re-arranging furniture or adding a new decorative feature to your walls are all new things you can easily do for little cost, but high impact to your patients. I notice every year if my primary care physician has changed anything in the waiting room. Most of us can change our optical displays around, and that can even be done seasonally. At the very least, clean up your nicked corners and chipped wall paint.

DISPLAY A FOCUS BOARD

Create a community-minded focus board. This board could be in your vestibule or patient reception area, patient hallways or checkout and even in the exam rooms. Post “Thank You” notes you get from your patients, notices about community events you think your patients may be interested in, recognition of patient accomplishments in local magazines, blogs or papers, and even photos of “first glasses.” Showing you care about the patient(s) as a whole provides value to many.

DOCUMENT YOUR PLANS

Finally, sketch it out, write it down, document it. Instead of barreling into a season and asking hurriedly, “What are we going to do now?!,” write down a plan for each season, month or event to create a better plan and effective merchandising overall. You can always adjust it, and it’s certainly dynamic. OM

DR. WESLEY practices at Complete Eye Care of Medina, a Vision Source practice, which she opened in 2008. She was honored as Minnesota’s Optometrist of the Year in 2011. Email drwesley@cecofmedina.com.