Successful practices that provide sports vision services share some common approaches and experiences. First, the eye care professionals have a passion for helping athletes to see their sport better. Second, the initial services offered were typically modest and did not require significant expenditure for instrumentation at the beginning. Many practices begin by informing existing patients in the practice about the types of services available. Third, connections were developed with members of the athletic community that fostered growth of this area of practice. At this stage of development, decisions must be made about acquiring additional instrumentation to provide more opportunities to help athletes and also to distinguish the expertise provided in this area. Ultimately, the key to sports vision practice development is getting the message out that you have something unique to offer. It is important to keep in mind that your practice in this area should be well developed before any aggressive advertising of services, as this can be a very costly mistake.
For most practices, the internal marketing of services should be in place before external marketing. External marketing brings new patients to the practice. If patients do not receive what was promised in the external marketing message, your practice will go downhill faster than if you did not market at all. Look at all the communication opportunities within the practice experience and make them consistent with your message. Marketing a sports vision practice is similar to marketing any vision practice, with the exception that you are promoting a particular niche in eye care. This chapter discusses developing a marketing plan to promote sports vision.
Table 9.1 shows a self-assessment exercise listing several communication opportunities available to a practice. Complete the exercise and use your responses to determine what to change within your practice to make it more sports vision friendly. The following paragraphs contain some suggestions relative to many marketing techniques.
| Marketing Technique | Successful | Needs Improvement | Not Using but Want to | Not Appropriate |
|---|---|---|---|---|
| Marketing plan | ||||
| Survey | ||||
| Brand identity/image | ||||
| Name | ||||
| Theme | ||||
| Niche | ||||
| Logo | ||||
| Quality | ||||
| Pricing | ||||
| Selection | ||||
| Direct mail | ||||
| Demographics research | ||||
| Newspaper inserts | ||||
| Refrigerator magnets | ||||
| Newspaper advertisements | ||||
| Courses and lectures | ||||
| School educational programs | ||||
| Seminars | ||||
| Trunk shows | ||||
| Medical practitioner referrals | ||||
| Contests | ||||
| Scholarships and awards | ||||
| Community activities | ||||
| Public relations | ||||
| Clubs and associations | ||||
| Outside signs | ||||
| Reputation | ||||
| Word of mouth | ||||
| Availability of financing | ||||
| Hours of operation | ||||
| Days of operation | ||||
| Free consultations | ||||
| Speed | ||||
| Service | ||||
| Phone hold messages | ||||
| Smiles | ||||
| Welcome to the office | ||||
| Office brochure | ||||
| Biographic sketch | ||||
| Information packet | ||||
| Practice location | ||||
| Building appearance | ||||
| Parking lot | ||||
| Window displays | ||||
| Website | ||||
| Office appearance | ||||
| Reception area design | ||||
| Color | ||||
| Decor | ||||
| Furniture | ||||
| Staff greeting | ||||
| Staff appearance | ||||
| Attire | ||||
| Attitude | ||||
| Attention | ||||
| Library | ||||
| Electronic bulletin board | ||||
| Videos | ||||
| Counter cards | ||||
| Product brochures | ||||
| Samples | ||||
| Demonstrators | ||||
| Business cards | ||||
| Advertising and publicity reprints | ||||
| Refreshments | ||||
| Treats | ||||
| Television | ||||
| Reading materials | ||||
| Miscellaneous | ||||
| Bathrooms | ||||
| Music | ||||
| History form | ||||
| History questions | ||||
| Posters | ||||
| Testimonials | ||||
| Diplomas, awards | ||||
| News articles | ||||
| Photos of celebrity patients | ||||
| Equipment | ||||
| Explanations of benefits | ||||
| Scripts for assistants | ||||
| Dispensing mats | ||||
| Examination room appearance | ||||
| Neatness | ||||
| Saying hello | ||||
| Explaining test procedures | ||||
| Human bonding | ||||
| Models | ||||
| Pictures | ||||
| Lenses | ||||
| Written materials | ||||
| Articles | ||||
| Books | ||||
| Prescription pad | ||||
| Saying goodbye | ||||
| Referral cards | ||||
| Examination summaries | ||||
| Dispensary design | ||||
| Sales training | ||||
| Lens packages | ||||
| Frame displays | ||||
| Merchandise displays | ||||
| Gift packages | ||||
| Fee slips/receipts | ||||
| Follow-up | ||||
| Phone calls | ||||
| Cards and letters | ||||
| Stationery | ||||
| Newsletters | ||||
| Special invitations | ||||
| Gifts | ||||
| Recall | ||||
| Tie-in with other professionals | ||||
| Team sponsorships | ||||
| Cooperative funding | ||||
| Radio advertisements/shows | ||||
| Television advertisements/shows | ||||
| Magazine advertisements/articles | ||||
| Billboards | ||||
| E-mail bulletins |
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