The way business is being done now is very different from the way business was done even ten years ago. Today, 90% of Americans spend at least two hours a day on digital devices. When a consumer is interested in a product or service, they look it up and do research on the Internet. Don’t you? They are a more informed consumer than the customer of the past.
In doing business today, it is not just marketing campaigns with a message of, “We offer this great product, buy it”. It is about building relationships, getting the patient to be interactive with you as their eye doctor, with your staff and with the products you offer. It is necessary to inform the patient as to “Why” what you and your company offers is for them.
Providing the “Why?” to your optical patients educates and motivates them. You want your patients to be compliant to your medical recommendations and purchase your suggestions. When the patient feels like an active participant in their own care, they are motivated to be adherent, especially when you are recommending diagnostic tests and treatments. It helps to overcome the obstacles of costs not covered by the patients’ insurance. Building the value of the products and services is what makes the patient decide to purchase them.
This process of showing interest, informing and educating begins with your website. Studies show there is a growing percentage of people ‘looking up’ your business and your competitors before they make the initial contact. Your physical office should reflect the same freshness, up to date, clean and professional appearance they saw on your website.
Do you have optical educational and YouTube videos of you or a professional speaking about your credentials and what you offer on your web site? The information presented will set you apart from your competitors. Having a designated person or company to keep your optical business on the first page of a search in your area is essential. Find ways to make it interactive to those prospective customers.
Next, train your staff on what to say when answering the phone, scheduling appointments, and greeting people coming into your optical business. Begin the educational foundation by training them in what words and phrases to use so that everyone is on the same page. It is important that the patient gets consistent information from your web site, you and your staff. The staff must have thorough knowledge about the products and services you offer. Answering the “Why?” to your staff first is critical, as they are an important part of the process of the patient acceptance and confidence in you and what you offer.
From the patients’ first human contact to the last, your staff, techs and you create and build the foundation for them to take an active part in their vision care. Satisfied customers will ‘buy in’ to what you and your staff recommend and then tell others that follow them on social media of their positive experience. Be sure to prepare and take time to answer the “Why?”.
References:
Optometricmanagement Jan. 01,2016- New Products, Technology and your patients, Educate Patients on the “WHY”, Whitney Hauser, O.D., Memphis, TN
Eyecare Business article date: Feb. 01, 2016, Blue Light + Digital Eye Strain by Susan Tarrant