eye on equipment

10 Ways To Market Your On-Site Lab

Karlen McLean, ABOC, NCLC

So you have an in-office, or on-site, lab. Be it finishing only, or surfacing and finishing, having an on-site lab gives you the advantage over non-lab competitors by allowing you to fabricate prescription eyewear in a timely, efficient manner.

Does the general public know that your practice has a lab? The answer in many cases is no. Here are some tips to get your lab marketing started in three different areas: online, external, and internal marketing.

WEBSITE

1 On-site lab info is conventionally based in “services” or “about us” sections. Think outside the box and feature an on-site lab blurb and photo for more impact on the home page.

EMAIL

2 Send lab and lens updates, such as, “We can now process thin and light high-index lenses on-site in about an hour!”

SOCIAL MEDIA

3 Facebook lab announcements (“We're processing custom-made lenses in our state-of-the-art, on-site lab…fast!”), YouTube posts (video of making a lens), and Twitter lab and lens updates and tips are a few of the ways to connect with patients and potential patients online.

MAILERS

4 Send postcards and letters to existing patients, even hand-addressed notes to key patients, to tell them the highlights about your latest on-site lab capabilities and include a coupon for a discount off a complete pair of on-site fabricated eyewear.

EVENTS

5 Hold events at which attendees can see glasses being made. This can be part of a style show or school field trip, or even be its own draw as a lab/lens technology tour.

VISIBILITY

6 If you're able, set up or remodel your lab so that there's a window for patients to view the procedure. This acts as its own advertisement. Just make sure that lab and lab personnel are always organized, neat, and tidy.

ADVERTISING

7 At the very least, mention your onsite laboratory in all your practice ads. Sometimes, make your lab the primary focus of an ad; e.g., “Summer and sunwear are here! Come get a pair of sunglasses 20 percent off in about an hour!”

EDITORIAL

8 Send a note to the managing editors of your local newspapers and regional magazines mentioning your on-site lab. Sweeten the deal by offering to be a visual health, lab, lens, and technology contributor.

CLUBS/ORGANIZATIONS

9 Some organizations may be interested in a short presentation on vision and lab services. Check your local directory for charitable, financial, multicultural, professional, small business, and trade organizations. It's best to start with those in which you and your employees are already involved.

MATERIALS

10 Office signage, including door signs, window, and desk placards, waiting room brochures, as well as business cards should mention your on-site lab and its benefits: “Most prescriptions guaranteed the same day.” EB