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Contact lens experts advise marketing within the practice
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LAS VEGAS – Panelists at the Global Contact Lens Forum shared techniques they use in their practices for promoting contact lens wear.
“In my practice, I’m the biggest marketing person because I wear contacts,” Louise A. Sclafani, OD, FAAO, said. “As my visual needs have changed, I share my history with my patients.
She said her story hits home with patients.
“When you touch patients’ emotions, that’s a big marketing tool,” she added.
Panelist Clarke Newman, OD, FAAO, said consistency is critical to establish a contact lens practice.
“That’s what develops the reputation that will make your patients your best marketers,” he said.
The potential reach as patients share their experiences via social media is millions, he said.
“At the end of the day, there is nothing stronger than the power of the doctor,” Newman added. “What you say in your exam room is the most powerful marketing tool.”
Robert Davis, OD, said the term “marketing” does not “sit well” with him.
“I don’t feel I go into an exam room in my practice to market,” he said. “I like to give patients options. I want to be a partner in developing their vision as something for which we can match their expectations.”
Davis said he could consider his marketing approach as explaining the patient’s condition along with the treatment options and then deciding the best approach based on the patient’s lifestyle.
Scot Morris, OD, advised against investing in external marketing.
“Build your business with one person sitting in that chair and doing it right every time,” he said. “Start with one person, explaining what their options are, and let them be the mouthpiece to your business.”
H recommended giving all patients a survey card to collect feedback on what your practice did well and what you and your staff can do better.
“Listen to what they say and make changes,” he said. “Don’t look at the cards that say you’re doing a great job. Look at the ones that rip you apart.”
Morris also said he asks patients the same questions face-to-face.
Davis said he learned patients in his office were upset because of the wait time.
Morris uses 44 minutes as a benchmark.
“If you don’t have them done in 44 minutes, you lose $10 per minute for every minute longer,” he said.
Davis said his office cut the patient time to 30 minutes, and it allowed them an extra 15 minutes in the dispensary.
“You’re reducing your profit if you keep them too long,” he said. – by Nancy Hemphill, ELS, FAAO
Disclosures: Davis is a consultant, lecturer or conducts research for or has a financial interest in Alden, EyeVis, Fusion, SpecialEyes and SynergEyes. Morris is a consultant, lecturer or conducts research for or has a financial interest in Alcon, Allergan, Bausch + Lomb and ComSquared Technologies. Newman is a paid consultant for Alcon, Allergan, AMO and Bausch + Lomb. He has done clinical research for Alcon and is on the board for the Gas Permeable Contact Lens Institute. Sclafani is a consultant, lecturer or conducts research for Alcon, Allergan, Bausch + Lomb, CooperVision and Vistakon.