Article Date: 12/1/2011

Are You a Master Marketer?
reflections
THE HUMAN SIDE OF OPTOMETRY

Are You a Master Marketer?

Answer “Yes” or “No” to the following 17 questions to find out whether you're effectively marketing your practice.

Looking back at 2011, you may ask, “Could I have done it better?” When it comes to marketing your practice, we offer these 17 questions as a way to measure the effectiveness of your promotional efforts. We've even included a rating system to determine your level of mastery.

1. I have determined what services I want to offer the public prior to advertising my practice.
Yes              No

2. I have conducted research on the demographics of the local population to determine their specific needs.
Yes              No

3. I have sent a staff member, friend or family member to the competition's practice to get their input on that practice's offerings.
Yes              No

4. I've made sure my practice's interior reflects the service or services I claim to offer.
Yes              No

5. My staff reflects the services I offer through both their education and appearance.
Yes              No

6. I communicate to my staff that our most effective form of practice marketing is the service we provide patients.
Yes              No

7. My external marketing budget is between at least 2% to 3% of my gross.
Yes              No

8. I have a practice website.
Yes              No

9. My practice is active on social media websites, such as Facebook.
Yes              No

10. I use patient e-mail addresses to inform them of new services and products.
Yes              No

11. I send direct mail pieces about my practice at least four times a year.
Yes              No

12. I advertise my practice in newspapers, on the radio, through local TV and billboards.
Yes              No

13. I offer giveaways, such as calendars and contact lens cases, which include my practice's logo.
Yes              No

14. I conduct lectures and hold seminars at local schools, community centers and clubs.
Yes              No

15. I offer trunk shows or other events at my office.
Yes              No

16. I display counter cards, posters or videos in my reception room and/or exam rooms about the services I provide.
Yes              No

17. I place business cards in the patient's hand when he's about to leave, thank him and invite him to refer others.
Yes              No

How did you rate?
16 to 17 “Y” answers: Congratulations! You are indeed a master of marketing.
13 to 15 “Y” answers: You're at the top of your class.
10 to 12 “Y” answers: Your marketing train is on the right track.
7 to 9 “Y” answers: You're doing some good things. It's time to do more.
4 to 6 “Y” answers: You've rested long enough — get in the game.
0 to 3 “Y” answers: The good news: You have nowhere to go but up.



DO YOU HAVE A MEMORABLE EXPERIENCE YOU'D LIKE TO SHARE? DISCUSS YOUR STORY WITH JENNIFER KIRBY, SENIOR EDITOR OF OPTOMETRIC MANAGEMENT, AT (215) 628-6595, OR JEN.KIRBY@WOLTERS KLUWER.COM. OM OFFERS AN HONORARIUM FOR PUBLISHED SUBMISSIONS.

Optometric Management, Issue: December 2011