It’s August, and many children are heading back to school — and sports. August is also Children’s Eye Health and Safety Month, so it’s the perfect time to give your sports vision services a boost with marketing.

Here, sports vision specialists provide their tips:

• Create a list of schools, colleges and sports leagues in your area. “All of those are people and places you need to reach out to,” says Amanda Nanasy, O.D., of the Florida Institute of Sports Vision, in Pembroke Pines, Fla. “When trainers understand that you can keep their team safe and high-performing, you’re helping them do their jobs better. Get a few good results, and they will become your best referral sources.”
• Capitalize on word-of-mouth referrals. “It’s key to make parents and coaches aware that this type of service and expertise is available and that you offer it,” explains Fred Edmunds, O.D., F.A.A.O., of XTREMESIGHT in Victor, N.Y. Jennifer Stewart, O.D., chief vision officer and founder of Performance 20/20 in Stamford, Conn. agrees. “Start with talking to every patient about their sports and hobbies — the children and the adults,” she says.
• Don’t make your marketing about “improving visual performance.” No one knows what that means, points out Dr. Edmunds. He says marketing must be made relevant to the athlete or coach, in terms of their specific needs, so you can tell them exactly how you can help. “Will it improve their batting average? Will their reaction time decrease? Any time you can, use specific statistics,” he adds. OM