“Why Should I Choose Your Practice?”
If a potential customer called your office and asked you that question, would you be able to answer? Would your staff?
If not, it’s time to stop and figure out what defines your Practice and what is your Practice mission. And I don’t mean theoretically – I mean really sit down with a pen and paper and write out a mission statement and a list of everything that is unique about your Practice.
It is only once you have this list in hand, that you are really ready to take branding and marketing your Practice to the next level. Branding your optometry Practice involves defining and creating a consistent image that is presented across all channels of patient interface whether it is within the walls of your Practice, out of the mouths of your staff or on the computer screens of your patients. When done right, it presents potential new patients with the feeling you want them experience when they visit your office and ensures your patients that they made the right decision in choosing you over the competition.
Do you pride your Practice on cutting edge technology, having the best dry eye clinic around, focusing on patient relationships, or offering an exclusive selection of designer eyewear? You need to be aware of whatever it is that distinguishes you from the next guy and create your brand to reflect that uniqueness.
Standing out from the crowd (image found on kickitdigital.com)
Once you have established your Practice’s unique mission, the next step is to make sure that you convert this into branding that permeates all of your marketing materials. Put your mission right up front and center on your website homepage. Incorporate your unique Practice traits into the language and design of your logo, your content and the images you use. If you are cutting edge – your branding should have a cutting edge feel. If you focus on customer service, express that in words and in photos on your website and marketing materials. Your mission and your distinguishing marks should be clear at any entry point to your Practice, whether it is your Facebook page, your home page or your front desk.
This brings us to staff. As any salesman knows, when you believe in your product and are able to clearly express the value it brings, it is much easier to make a sale. Since your staff will often interact with patients more frequently than you will, it is essential that they know how to sell your Practice as well. Staff confidence will be felt throughout your patient’s entire experience in your office and can make the difference in ensuring that a consistent message is transferred from the initial contact to the actual office experience.
Training staff how to support your Practice mission and brand will reinforce your Practice image during the visit to ensure the client that your image is true to life. With an all encompassing and clearly defined image, your Practice will naturally attract more patients. Once you have them sold on WHY to choose your Practice it’s up to you and your staff to create the great experience they expect.
Dr. Claudia Montana-Collins has a long career in the field of primary eye care. She studied her undergraduate degree in optometry at the Universidad de la Salle in Colombia, and completed an O.D. and a Master’s degree in clinical optometry from the Pennsylvania College of Optometry in Philadelphia. Dr. Montana-Collins has done research in prosthetic contact lenses and is a fellow of the American Academy of Optometry since 1999. Most recently, Dr. Montana-Collins opened an optometry practice in Orange County, CA.
As we all know, clinical education requirements are a necessary part of being an optometrist – well, any medical professional for that matter – and for good cause. Continued education ensures that practitioners keep up-to-date on the newest techniques and developments in the clinical aspects of their practice and is an essential part of ensuring the best patient care.
