Sports Vision Practice Development





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.



Table 9.1

Marketing Technique Self-Evaluation Form.


























































































































































































































































































































































































































































































































































































































































































































































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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Oct 30, 2021 | Posted by in OPHTHALMOLOGY | Comments Off on Sports Vision Practice Development

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