BUSINESS

  MARKETING

HOW TO MARKET “LOOKING GOOD”

VISION AND EYE HEALTH ARE JOB NO. 1, BUT DON’T MARGINALIZE STYLE

DOCTORS OFTEN FOCUS on the clinical aspects of their profession: “Ms. Smith, I’m prescribing high-index digital progressive lens technology and premium AR coating.” This is, undoubtedly, a great prescription, but it lacks inspiration to persuade the patient who holds a designer purse, wears diamond earrings and recently underwent cosmetic surgery (a $12 billion dollar industry) to buy from you. While vision and eye health are extremely important, there is a style component to the optical experience that I believe gets highly marginalized in many practices.

Here are five steps to marketing “Looking Good.”

1 PROMOTE YOUR OPTICAL

“I just want a copy of my script, doc.” It’s challenging to sell glasses when the patient never enters your optical. Are you proud of your optical? If not, invest in updating, modernizing or, possibly, expanding. When is the last time you analyzed your frame lines and merchandising? For most practices, this is where the majority of revenue is generated. Showcase your optical on your website and marketing materials. An impressive optical is more than a room full of frames; it’s a desirable destination.

2 FLATTERY WILL GET YOU SOMEWHERE

Once you’ve found that perfect frame, stand back and proclaim, “Those look great on you!” Few things make people feel better than a sincere compliment. In many cases, vanity trumps insurance benefits. Not to mention, consumers do business with people they like and trust. Who doesn’t like someone who just gave him or her a compliment?

Convert opticians into fashion consultants who can instill confidence that the patient is making the right choice.

3 SELL WITH EMOTION

Doctors like to use a lot of clinical and technical jargon, but emotions have a greater influence on purchase decisions. In fact, consumer research has shown that only 20% of the decision to make a purchase is logical, and 80% is emotional. Inject emotion into product presentations. For example, mention a celebrity who wears a frame line you sell or the hot new styles for millennials.

4 CONVERT OPTICIANS INTO FASHION CONSULTANTS

That sounds cooler anyway. What frame styles compliment certain facial shapes? What frame colors look better with certain hair colors? What are the hot new trends in eyewear? Have your optician be the fashion expert and instill confidence that the patient is making the right choice.

To accomplish this, have your optician read style magazines, especially frame magazines, to keep abreast of the current trends; and consider sending him or her to an eye care conference where the optician can visit with and take notes from vendors and attend classes about frame styling.

5 LEVERAGE SOCIAL MEDIA

Encourage patients to post a “selfie” showing off their new look. While they’re at it, politely ask whether they’ll mention or tag your practice. If you haven’t noticed, people love to post pictures of themselves online. This is great word-of-mouth advertising — and it’s free!

FASHION’S IMPORTANCE

Whether it’s fashion frames, contact lenses or color contact lenses, don’t overlook fashion and style in your marketing and product presentations. After all, if Ms. Smith likes her new look, she’ll tell her friends where she got that look. OM

STEVE VARGO, O.D., M.B.A., serves as Prima Eye Group’s vice president of Optometric Consulting. A published author and speaker with more than 15 years clinical experience, he is now a full-time consultant advising O.D.s in all areas of practice management and optometric office operations. To comment on this article, visit tinyurl.com/OMcomment.