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 By Neil B. Gailmard, OD, MBA, FAAO, Editor May 7, 2003 - Tip #68 
 Contact Dr. Gailmard | Subscribe | Archives | Print this issue Visit: optometricmanagement.com 
Setting your practice apart

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Additional Information

I stumbled across a good buy on an item that has made a nice impression on our patients - it's a custom printed folder with our practice name and logo to put all the papers we give patients who receive a comprehensive exam and eyeglasses or contact lenses. I've heard many good comments since we started using these, so I thought I'd pass it along as a tip.

We may distribute more paper than the average practice - but I believe the printed materials a practice uses speaks volumes about it. We want to communicate well with our patients, and we want to do so in a high quality manner. It is one form of internal marketing.

I'll review the printed items a patient may receive after an exam in our office:
  • A receipt (superbill) for services rendered, with diagnosis and procedure codes indicated
  • Our HIPAA notice of privacy practices
  • A color practice brochure
  • A custom printed patient report about the exam findings and eyewear options chosen
  • Any appropriate brochures on eye conditions
  • An eyeglass warranty form
  • Eyeglass return policy
  • Contact lens care and instruction sheet
  • Doctor's business card
We decided that placing all these items in an attractive folder would improve our practice image and increase the likelihood that the patient would keep the items for a longer time, and even show them to others.

I found a very attractive folder at Viking - a mail order office supply company (but I'm sure there are many other sources also). The folder I purchased comes in several rich colors with my practice name and logo stamped in silver foil on the front. I purchased 1000 folders at 72 cents each, which local printers could not match. We only give out a folder with a comprehensive exam.

Here is a link to the product on the Viking website - they are called Foil-Stamped Presentation Portfolios


Best wishes for continued success,

Read Past Tips Neil B. Gailmard, OD, MBA, FAAO
Editor, Optometric Management Tip of the Week

A Proud Supporter of

Send questions and comments to neil@gailmard.com.

Dr. Gailmard offers consulting services to eye care professionals through Prima Eye Group; information is available at www.primaeyegroup.com.
Advertiser Disclaimer: ACUVUE® and ACUVUE® 2 COLOURS™ are registered trademarks of Johnson & Johnson Vision Care, Inc. © JJVCI 2003. All Rights Reserved.

Please Note: The views expressed in Management Tip of the Week do not necessarily reflect those of the sponsor.

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