In today’s ever-changing industry it is becoming even more important to constantly do things to keep our patients coming back. Internal marketing is always easier than going outside to find new patients. One such trick I do in my office is what I call re-thanking them for purchasing their eyewear. This is a technique I take from a great friend, Dave Zeigler.
When your patient returns to your office for dispensing, resell them their purchase. This is how the scenario goes: before they walk through the door we pre-adjust the glasses to make sure they are straight—sometimes the lab has a tendency to do strange things to the frames. The worst thing is to bring them out to the patient crooked, so taking a few minutes helps with first impressions. We have a dispensing bag with our logo printed on the front. In today’s world, a lot of places charge for bags so providing a nice bag that is multi-purpose is a great way of soft advertising your office. In the bag, we add a piece of candy as an extra thank you. Patients love this. This special gift gives them a nice smile. Our dentist next door loves us for doing this… Also in the bag, we put a cleaning cloth and cleaning spray, both with our logo. We also put a card stating we will donate to the charity Optometry Giving Sight. Letting our patients know that we give back really means a lot to them and gives them one more reason to get their eyewear at our office. Optometry Giving Sight is a wonderful organization that helps give sight to third-world countries. What a win-win situation.
Next, when the patient comes in we bring their glasses out to them on a black velvet tray—like you would with jewelry. Show the patient and then spend 2-3 minutes reselling what they purchased, from the frame to the lenses and all the extras. Remind them that they got the best and why. Re-sell their glasses to them as you adjust them and finish this off with a gift bag with case, candy, card from Optometry Giving Sight, cleaning cloth and spray cleaner. You want your patients to leave knowing they are special and have the absolute best product, personally designed for their eyes. You want to treat your patients special and make them believe they are family. This is how we can survive and thrive in today’s world. The chains, box stores and online optical shops will not do this. That is why we are different and will always have people coming to private practices. Try this very simple technique and see how much your patients will love it.
Eric White, OD is the owner of Complete Family Vision Care Optometry in San Diego, CA. He is a clinical investigator for several contact lens companies having participated on over 420 clinical studies. Dr. White has published several articles on contact lenses and given numerous talks on contact lenses, eye safety, computer vision syndrome and practice management. Dr. White was awarded the 2012 Transitions National Eyecare Practice of the Year, the 2014 Vision Monday Innovator of the Year, the 2015 Transitions Ambassador of the Year and the 2017 San Diego County Optometrist of the Year.