How to attract patients online via customer reviews

In an increasingly crowded market, it can be hard for an optical practice to differentiate itself and stand out from the crowd. It’s one thing sending your patients a card in the post or even text messages to remind them when their eye test is due. It’s another to persuade new customers why they should choose your practice as opposed to the one across the high street.

According to Mintel research reported on Opticiansmarketing.co.uk, Specsavers has 35 per cent of the opticians market. Boots has 15 per cent and Vision Express 12 per cent. Even the big supermarket chains are getting in on the action. New and trusted brands are entering the market, too; John Lewis launched its first own brand opticians in 2014. Independent opticians (3,790 of them in 2010, according to Law Gazette) have just 29 per cent of the market to share between them. That means that more than ever, you have to build your online reputation to attract new customers and to convince them to trust you with the health of their eyes.