1 Google your business
A great place to start is to Google your own business, as a patient or potential patient will do, and ensure your listing is strong. Claim the space by creating a free profile in ‘Google my business’. Ensure to add your exact location, opening times and contact details. Any additions, such as relevant photos, look great and if you can ask your customers to leave a Google review, these will further enhance your listing.
2 Differentiate your practice
Be sure to communicate to your current and potential customers the areas that make your practice stand out. Independent opticians have lots to celebrate, including exceptional customer service, great practice environment and strong staff expertise. Don’t forget to let everyone know!
3 See the practice though the eyes of the patient
It’s easy to be so close to your business that you never take the time to stand back to look at it from a patient’s perspective. Stepping back to view the practice experience through the eyes of the patient can identify areas for development.
4 Think about positive experiences you have had as a patient
You don’t need to reinvent the wheel when it comes to marketing. Think about the great experiences you’ve had in the past, when customer service has been above and beyond your expectations. Can any of these ideas be applied in your practice?
5 Patient choice
Repeat business is key to practice success, as is adding new patients to your database. An excellent marketing source, especially for local business, is nothing technologically advanced – it is simply word of mouth. Satisfied patients are likely to return and recommend you to their friends.
Independent opticians are known for providing a better choice of products for patients and a personal service. This can be extended right though to recalling them. Giving patients the choice as to how they can be contacted for recall ensures the patient is reached via their preferred method. This means they are far more likely to respond and it will reduce recall costs.
6 Social media
If you’re active on social media on your personal profiles, or use business specific apps to manage your business social media profiles, why not set up an account or two and share information and messages with patients directly? Ideas for content include: Local news and health news; news from your practice and highlighting services; practice offers and events. If social media is not your thing, maybe your practice staff can lead on this. And, always remember, social media requires you to be social. So like, share and comment to get involved!
7 Local activity
Make an effort to get involved in local activity and get your practice name out into the community. Support local events and take part where possible – your target audience will hear about you and will hopefully support you back.