Rival Arrival?

Whoa! Word on the street: A new competitor is coming to town. With consolidation on the rise and private equity firms getting more aggressive in optical, new rivals can emerge any time.

What to do?

“Don’t panic,” says communications expert Jeff Ketner, the always-smiling CEO of Ketner Group Communications. Independent optical shops have unique assets that competitors, especially national chains, can’t match.

Here, he offers easy and low- to no-cost communications do’s to ensure your patients won’t get poached by new competition.

Ketner, who founded his public relations agency more than 30 years ago, built a reputation based on personal attention and kindness, long before the “be kind” movement caught fire on social media. In contrast to Type A personalities who push, Ketner and his team embrace a servant leadership philosophy to help clients in technology, retail, finance, hospitality, and health care.

DO!
GET CLOSER TO YOUR PATIENTS.

ECPs have a unique customer base, local knowledge, and insights about what their patients care about. Capitalize on this asset by updating records: mailing addresses, email, phone numbers, and birthdays. If collecting this data hasn’t been a priority, start now with every patient engagement.

“A good database is the foundation for multifaceted, ongoing marketing campaigns that build customer loyalty,” Ketner says.

Email customers on the latest eyewear fashion trends. Mail a postcard to announce new product lines you’re carrying. Send patients special offers on birthdays.

“You could also create a quarterly email newsletter on proper eye care, new technology breakthroughs, how to choose the right lenses and frames, and other topics,” Ketner says. This “get closer” messaging reminds patients you are always there for them, not just on appointment day.

“National chains simply can’t match the level of customer knowledge, personal care, and expertise that you’ve spent years developing,” shares Ketner.

DO!
HARNESS THE POWER OF PR.

Public relations is not antithetical to health care. PR works and you don’t need to hire an agency, Ketner says. Community newspapers and local magazines lack the editorial resources they once had; they need fresh, expert content ECPs can offer.

“Think creatively: What kind of advice are you offering customers these days?” Ketner asks. “You could write a short article educating shoppers on the importance of proper eye protection when people are flocking outdoors, enjoying plenty of sun. Or, you could work up a short Q&A on ‘Five Tips for Choosing the Right Eyewear.’

“PR is a chance to showcase your expertise and reach a larger audience,” he shares.

DON’T!
SUCCUMB TO “ONE AND DONE.”

Treating marketing and communications as a “one and done” set of initiatives is a mistake. “When facing competitive threats, it’s especially important to keep up a regular cadence of marketing activities that remind your customers why you’re a trusted, expert resource for their optical needs.”