Poor recall marketing costs practices millions

Optical practices are wasting million of pounds every year by failing to invest time and effort into effective patient recall letters.

According to Graham Hutchison of the Independent Marketing Partnership, about half of 10.8 million patient recall letters sent out each year are failing to secure an appointment. He said research suggested that many independent practices were not realising the full potential of patient recall so were missing out on valuable appointments, sight test fees and dispensing income.

An Independent Marketing Partnership survey found the average response rate to a three-letter recall series was 52 per cent. This showed that nearly half of all patient letters are failing to produce an appointment. Despite this, some independents achieve response rates of up to 70 per cent suggesting there is considerable scope for improving the performance of other practices. Increasing the recall rate by just 10 per cent would add £31,000 a year to a typical practice's income, said Hutchison.