Repetition is the key to remembering. Repetition is the key to remembering.

With this simple adage, you can elevate your optical’s status within the community. The more visible and informative your shop and your team are, the better positioned you will be to solidify your current patient base as well as capture a whole new demographic. 

TRENDING VIDEO ► JOIN SHEENA ON SOCIAL.

The #EBOpticalChecklist is breaking out of each issue with a monthly digital episode to our social channels. Join optical pro Sheena Taff as she applies these checklist items to real-world scenarios. Watch on EB’s Instagram (@eyecarebusinessmagazine) and TikTok (@eb_mag).

CONNECTION

Having a customer see your business at the exact moment they are looking for the product or service you offer can be hard to achieve. Using social media or advertising channels to dispense meaningful information and educational content will bring you to the front of mind when a patient recalls what you have shared.

Looking for a better social posting rhythm? Try the ¼ split system for social posting:

• ¼ products and promotion
• ¼ educational content relevant to your industry or business
• ¼ client experience (testimonies/client photos)
• ¼ staff, practice, and “personal” content

Ask your team to compile a list of the most-asked questions they received from patients. Create a page on your website to answer these questions and add to them monthly to improve SEO.

Never underestimate a sidewalk sign board or road sign. Ensure it is bold, simple, and explains what you do in a glance. It’s inexpensive and will bring new patients in the door that might not have noticed you before.

RELATIONSHIP  

Relationships are built on trust. Our clients must trust us to share information that is essential to us meeting their visual needs. The information we collect about our patients’ health history, insurance, and financial information must be held securely and comply with state and federal laws.

Download the checklist of essential information that is required to be collected by your state licensing for both optometrists and opticians, as they have different requirements. Compile into a checklist that everyone in the office follows.

Review any updates to record storage requirements and HIPAA compliance laws. Have a one-on-one revision with each employee and ensure understanding and compliance.

Have an open discussion with staff members about disclosure, gossiping, and the way they should be conducting themselves in and out of the practice when talking about patients and fellow employees.

DEVELOPMENT 

Development of our physical space is typically considered a remodel or renovation—a large-scale and expensive endeavor. However, our physical optical spaces are actually very malleable for change. Small and easy product, display, or waiting area modifications can be positively transformative in sales and customer engagement.

Schedule a monthly product reposition. This ensures product is systematically dispersed in different configurations, prevents stale product, and ensures that there are no “dead zones” on the boards.

Rearrange fitting tables and setup mirrors to ensure patients are exposed to maximum natural light where possible. If not, add additional light sources. Be sure to minimize the amount of natural light being blocked by posters or displays in the windows.

Request a top-sellers report from your existing frame vendors and new brands that you are interested in selling. Combine with your interoffice trend report and use a guide for spring frame buying.

REWARDS & RECOGNITION

Advertising is scattershot—hoping you get the attention of the right person at the right time, when the corporate competitors can outspend you 1,000 times. Using your existing patient relationships and thoughtfully targeting groups of fellow businesses in your community are the best sources to advertise what you do.

Create a QR code and post it on fitting tables and cards that are provided at dispensing to have patients instantly transported to your preferred review site.

Reward loyal patients who bring you referrals by incentivizing them to recommend you to friends and family. This could be a cleaning kit, discount, or complimentary coating upgrade on their next purchase.

Incentivize staff to give out their business cards with a gift card contest. This is a great way to offer recognition and a reward for going out of their way to talk up the business.