Modern marketing plans for optometrists in private practice can include an optimized, user-friendly website, a workable process to acquire online reviews, and advertising on search engines and social media, but the cornerstone of optometry practice marketing is delivering remarkable service.
How can the team at the practice consistently deliver remarkable service?
Before the Appointment
The experience someone has with you begins before they even schedule an appointment. Make it easy and seamless for people to choose you for care! Answer the questions most people have on your website, and if you have a text-based communication platform, like Weave, you can have conversations with them via text, where many of them may feel most comfortable.
- How easy is it to schedule an appointment? Can I schedule it online, after business hours, or do I need to call between 9:00 – 5:00 Monday through Friday?
- Do you accept my insurance?
- Where are you located?
- What can I expect at the exam? What about my child’s exam? Is there anything to be apprehensive about?
Another great way to set the practice apart is answering your phone during business hours instead of putting a new patient through a menu of choices. This is refreshing for most people. It feels personalized and friendly.
During the Appointment
Maya Angelou said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This is a key point in designing the elements of a remarkable service plan – how do we make people feel?
Keep in mind that increasing numbers of people in the United States feel lonely; in fact, in May 2023 the U.S. Surgeon General called loneliness a public health epidemic!
Look at Me and Smile
When a patient approaches the front desk, make eye contact, and give them a genuine smile. This sets you apart because many front desk personnel do not give you their full attention when you approach them. When you don’t look at a person in the eye and smile, even if you technically greet them and ask them to start filling out paperwork but you’re looking elsewhere or are distracted, your body language is anything but welcoming. By giving them your full and happy attention, you’re already creating a remarkable experience.
Say my name
When a total stranger addresses you by name, the interaction begins to feel personal and less transactional.
Make it Easy for Me to Do Business with You
Reduce unnecessary paperwork, keep wait times minimal, fully explain fees and policies and be upfront about delivery times for glasses and contact lenses.
Look for Opportunities to Let Me Win
When I’m genuinely happy with you and your team, I’ll be happy to refer more patients to your practice. Operating from the standpoint that you want the patient to be right, you want them to feel empowered, understood and cared for is a powerful way to consistently deliver remarkable service.
After the Appointment
Thank patients for coming in to visit the practice! Consider giving them a small, branded mug, eyeglass cleaner – something unexpected.
These are elements of remarkable service – service worth remarking on, service worth telling others about – and remarkable customer service is the cornerstone of your marketing plan.
