Make Your Walls Work for You
Point-of-purchase materials are free ... But
you often get what you pay for.
your patient waits between tests, does she idly flip through a magazine? This is
wasted time, time you can use to sell your products and services to an audience
that is primed to buy.
Hunt and gather
The typical waiting room is adorned with a hodge-podge
of manufacturer's product posters that is, point-of-purchase (POP) materials
written in adspeak. These materials are free, but that's where the benefit ends.
Instead of displaying a poster of frames that you already have in the display case,
take this golden opportunity to communicate with your patient, build your own brand
and potentially increase sales.
What makes your patients return? Do
you have a warranty, a money-back guarantee, special services for children or older
adults, a discount on multiple pairs when purchased at one time? Make a list and
start a pile of the literature in your office that promotes these points.
Check for clutter. Is the receptionist's
desk littered with little signs such as your billing policies or the HIPAA statement?
Put these signs in your pile.
Now with all of your essential materials
together, take a visual inventory. Chances are that you have a jumble of graphic
material. Your challenge is to make these materials appealing.
Group similar materials such as your
office policies, warranties and hours. Can you combine these into one sign that
can be posted near the receptionist's desk?
do an artichoke,
and a tomato have in common?
They present an integrated, consistent,
personal approach to deliver the messages in Dr. Mann's practice.
Place posters throughout your office to educate
patients about special services or promotions. For example, while the patient sits
in the exam chair waiting for you, she could read about the warning signs of a particular
eye condition or indications that a child is near-sighted. This information can
trigger appointments for other members of her family. In the dispensary, Dr. X's
top ten tips for eye safety in the sun would dovetail nicely with a sunglasses promotion.
While POP materials are readily available from
manufacturers, they are impersonal and do not promote your practice. Invest in a
graphic artist to design materials that incorporate your own logo, your words, your
office colors and your personality. Make sure that all of your new signs have similar
elements to give a look of consistency in the office.
In Dr. Mann's Salem office, we used
humor to draw visual interest to an otherwise wasted space. In keeping with the
new slogan, "Eye Fitness + Fashion," the graphics are large and funny, but the message
is loud and clear we have great glasses for any face. In the Christiansburg
office we will use the same artwork in the floor-to-ceiling windows on the sidewalk
to draw pedestrians in to the space.
Point-of-purchase materials can be
very powerful for your practice. Spend some time and put your walls to work for
DR. SCOTT MANN OPERATES INVISION
WITH TWO PARTNERS: DRS. BECKY COOK MANN AND JON
GUDEMAN. THE OFFICES ARE LOCATED IN SALEM AND
CHRISTIANSBURG, VA. DR. MANN WAS CHOSEN AS THE WINNER
OF THE EXTREME PRACTICE MAKEOVER, SPONSORED BY
HAAG-STREIT USA, IDEOPIA AND OPTOMETRIC MANAGEMENT
MS. ABRAMOVITZ IS PRESIDENT
OF IDEOPIA, AN ADVERTISING, INTERACTIVE AND BRAND
STRATEGY AGENCY WITH A SPECIAL FOCUS ON THE
OPHTHALMIC FIELD. FOR MORE ON THE MAKEOVER, VISIT
Optometric Management, Issue: September 2005