The Reasons

Public speaking is commonly referred to as one of people’s top fears, but that’s why this column is called a “challenge.” Marketing for optometry practices tends to focus on a lot of impersonal content, like special promotions or coupons often delivered through digital sources such as email or social media. This can be effective marketing, but if you’re looking for a more engaging approach that puts you directly in front of potential patients, consider offering to speak at local events. Unlike traditional marketing strategies, this approach will allow you to make actual connections with real people.

The Implementation

Here is a simple approach:

• Pick a topic. Determine what topic you’re going to discuss. I recommend focusing on your areas of expertise (dry eye, myopia management, etc.).
• Practice your presentation. Present to friends or family and get their feedback.
• Find your audience. Reach out to local clubs or organizations and offer to do a short presentation that will add value to their meetings or events.
• Make connections. Hang around after your talk to answer questions.
• Market. Leave attendees with business cards or marketing materials. OM