Poor recall letters could cost dearly

Optical practices risk losing thousands of pounds in potential revenue by sending outdated and unfocused recall letters to their patients.

Graham Hutchison of the Independent Marketing Partnership (IMP) said: ‘Many independent practices are using outdated letters which do not explain in everyday language why regular eye tests are essential.

‘Such letters don’t give patients compelling reasons to make an appointment, so costing opticians thousands of pounds in lost income.’

Hutchison urged practitioners to download a copy of IMP’s More Patients More Often, Part One, available for free until the end of the month.

The toolkit was sponsored by Optician, ABDO, Independents Day, Norville, Continental Eyewear, Mid-Optic and Optisoft (News 31.05.13). It explains the essential techniques for generating more appointments.