You'll Do Great on The Podium …
view from the top
You'll Do Great on The Podium …
But more important than the speech itself are your marketing efforts.
GARY GERBER, O.D.
At some point in just about every O.D.'s career, we are asked to give a speech or presentation. Some of us seek out these opportunities as marketing activities. For example, we arrange a time with our local high school coaches to discuss contact lenses or sports vision. Whether you love public speaking or fear it, most of us will do a great job delivering the content. However, from a marketing perspective, what happens before and after these events is more important.
Plan to re-direct the audience
The pre-presentation marketing and build-up to the event is critical, even if your talk will only last 15 minutes during a "lunch and learn" venue. This is because with planning, your audience's attention can be re-directed from the rigors of their last discussion with their boss about an upcoming budget crisis to your presentation. The attendee who is concentrating on picking up her son from soccer practice needs to have her focus on you, not the exit door. To achieve this, market your talk with specific and meaningful information. Instead of sending out a generic notice — "Dr. Jones will be discussing computer vision syndrome" — change it to a meaningful benefit to the participant, and have the notice say: "Learn the six reasons why your eyes are tired and sore after computer work, and find out what to do about it." Give a detailed and relevant biography in pre-presentation material. Instead of, "Dr. Jones is a 1992 graduate of the SUNY College of Optometry," say: "A heavy computer user himself, Dr. Jones understands the neck pain you feel after poring over spreadsheets for hours. He has solved this same problem for hundreds of his patients and will explain how he can do the same for you."
Introduce with impact
The introduction right before your presentation is very important too. Beware of the worst, such as, "Dr. Jones is well known, so he needs no introduction." These introductions can torpedo pre-lecture preparation. Have your introduction contain the points in your marketing efforts. So, the introduction could include: "We all work on computers, and we share similar issues of doing so comfortably. Dr. Jones will tell us how to enjoy working on computers while experiencing less eye strain. His qualifications for doing this are …"
Your preparation positions you as the genuine expert in your field, so you'll have a high likelihood of reaching the goal of converting attendees to patients.
Circle back to your follow up
If the meeting organizer is amenable to doing so, send follow-up information that again circles back to your main presentation points. Don't simply thank attendees. Instead, ask them to relate your talk to their lives and to book an appointment. Try this approach: "Dear Mrs. Smith, I hope you found my recent talk on computer vision syndrome helpful and are starting to reduce any computer related symptoms you might have. Keep in mind that the tips I gave are only a small part of how we can help you. The special eyeglass lenses I discussed might be a perfect solution for any eye strain you might still have. If you'd like to learn more, please contact our office."
Remember: While the content you'll provide is, of course, important, what happens before and after your talk can greatly maximize your speaking efforts. OM
Editor's note: For information on the mechanics of presentations, see "Deliver Dynamic Presentations," supplement section.
DR. GERBER IS THE PRESIDENT OF THE POWER PRACTICE, A COMPANY SPECIALIZING IN MAKING OPTOMETRISTS MORE PROFITABLE. LEARN MORE AT WWW.POWERPRACTICE.COM, OR CALL DR. GERBER AT (800) 867-9303.
Make This Daily Disposable Your "Go To" Lens
Michael Pier, OD
Bausch & Lomb Vision Care
The benefits of daily disposable contact lenses are many, with patient convenience and compliance heading the list. Applying a new, sterile lens every day is one of the healthiest modalities, plus you get fresh lens comfort every day. With daily disposables, there are virtually no solution compliance or lens replacement issues. The convenience of "wear one day and throw away" is obvious, and daily disposable lenses are an excellent option for patients with allergies, dry eye, deposit issues and those who travel often.
Daily Disposable Lenses Remain Underutilized
Despite these benefits, the United States lags behind many countries in adapting this modality. According to the annual report, "Contact Lenses 2008," in the January 2009 issue of Contact Lens Spectrum, daily disposables account for 10-13% of lens fits in the United States, while globally they represent about 35% of soft lens fits, depending on the region.1 A Contact Lens Spectrum survey also found that practitioners believe replacement schedule compliance with daily disposables is the best (80%).1
So why aren't daily disposables prescribed more frequently? Many practitioners believe patients are concerned about the higher cost — but could it be that a daily disposable lens with the right combination of features and affordability hasn't been available? Now, the Bausch & Lomb SofLens® daily disposable contact lens combines distinguishing features and outstanding value, providing an excellent opportunity to move your 2-week lens patients into the benefits of a daily disposable.
Exceptional Vision, Incredible Comfort, Easy Handling
The Bausch & Lomb SofLens daily disposable contact lens features High Definition™ Optics, with an aspheric anterior surface that helps reduce spherical aberration for exceptional vision, especially in low-light conditions.
Outstanding all-day comfort is achieved through ComfortMoist™ Technology, a combination of thin lens design and a slow-release packaging solution. The thin lens design reduces overall mass, creates a smooth transition between the mid-peripheral and peripheral zones and facilitates smooth lens-lid interaction during blinking. The lens material, non-ionic hilafilcon B, contributes to long-lasting comfort by minimizing protein uptake. The unique lens storage solution contains poloxamine which, upon lens application, works with the tears, creating a moisturizing effect that conditions the lens surface and inhibits debris, thereby enveloping the lens in a cushion of moisture.
The tensile strength of the lens contributes to ease of handling. Plus, the ergonomically designed blister pack features an easy-to-grip tab and a tear-away label for easy opening and removal of the lens.
These features, combined with the benefits of a daily disposable, make the SofLens daily disposable an excellent contact lens.
Affordable for Patients, Profitable for Practice
Traditionally, eyecare practitioners have considered the higher cost to patients as a potential roadblock to moving more patients into daily disposables, even though the benefits of daily disposables may better suit their needs and lifestyle.
In the past, the annual cost of daily disposables was significantly more than standard 2-week replacement lenses. However, the SofLens daily disposable is affordable and is an outstanding value for patients. Bausch & Lomb's high-value rebate program, combined with savings on solutions, makes the cost of the SofLens daily disposables nearly the same as the leading 2-week lenses2 — and less than $1 a day.
Your practice can benefit by presenting value to the patient, from the potential profits from the sale of annual supplies, and also from the improved compliance of daily disposable patients. Compliant patients return more frequently for exams, which in turn, creates additional opportunities to grow your practice.
Your New Everyday Lens
The SofLens daily disposable's performance, features, patient value and practice value, coupled with the benefits of a daily disposable, make it an outstanding choice for your everyday lens.
Now is the perfect time to take advantage of this opportunity for your patients and your practice.
- Nichols JJ. Contact Lenses 2008. Contact Lens Spectrum. January 2009.
- Based on Q1 2009 published online pricing at 1-800-CONTACTS. Based on Acuvue online rebate form as of April 2009.
Optometric Management, Issue: July 2009