As an optometrist you’re an expert at what you do. However, being a great optometrist is only part of the equation when you run your own practice. You’re also a business owner and this requires an entirely different skillset comprising marketing, digital technology, customer experience and more.
This five-step guide is designed to provide independent optometry practice owners and managers with actionable tips and advice to take their business to the next level.
Step 1 – Your unique value proposition
Running an independent optometry practice definitely comes with its share of challenges. But the higher quality care you and your team are able to offer does not go unnoticed by patients. In fact, this is exactly what sets you apart from the larger competitors.
While the corporate optometrists may have the advantage when it comes to reach, patients will consistently differentiate the quality of care offered between the optometry giants and smaller, independent practices. A look at the online review sites and patient-to-patient forums reveals that people tend to associate bigger practices with quick but impersonal consultations, cheap frames, and basic vision checks, and recommend independent practices for higher quality of service, specialised care and better-quality products. These are just some of things that set you apart. Celebrating and promoting these points of difference is key to your success.
But before you can do this, you first need to figure out what your unique value proposition is. Nailing this and ensuring it’s clear, simple and ingrained in everything you do will show your patients who you are and what you can offer them.
What is a value proposition?
Your value proposition is a simple statement that clearly defines what you and your practice offer and what your beliefs are from a business perspective. Ultimately, it’s about communicating to your patients why they should choose your services over others.
The most important thing to consider when creating a value proposition is what it is that sets you apart from other optometry practices and how these characteristics will help you to solve patients’ problems. For example:
- Do you offer a highly specialised service?
- Do you or one of your practitioners have a unique qualification?
- Do you go the extra mile in offering personal, long-term care to your patients and their families?
Whatever it is, build your practice’s brand around it and communicate it in everything you do, from the way your practice and consultation rooms look to the way you and your team engage with patients.
Don’t be afraid to refresh your value proposition over time
One of the major advantages of being an independent practice is your ability to develop your own unique philosophy and a way of working that best suits your patients. But you also have the added flexibility to easily adapt when things in the industry evolve.
Whether you’re new to the industry or have been practicing for years, there’s no shame in making changes if it means improving your overall output. Technology and attitudes toward wellbeing are constantly changing and shifting. Showing you’re adaptable and knowledgeable of the latest news, trends, attitudes and technologies will help to demonstrate your value and position you as experts in the industry.
Go the extra mile to stand out Don’t be afraid to try new ideas and technologies that cater to niche eye health issues and concerns of patient. This can really give you a unique edge against competitors.
Tips to get started
- Identify your point of difference
- Identify any messaging or processes that no longer serve your practice’s end goal
- Identify common patient concerns
- Understand the solutions you offer
- Develop your tone of voice and persona
- Write it down and ensure your whole team are across it
- Live and breathe it in everything you do
Step 2 - Create personalised care plans for your patients
Over two thirds of Australians say they prefer to have a regular optometrist, placing customer service and support exponentially higher than convenience and price when it comes to selecting an eye health professional.
For the most part, people want healthcare professionals they know and trust, who understand their patient history and have their details on file. Not only does it make life easier, it sets them at ease if issues arise.
Put relationships first
It’s not uncommon for people who visit corporate optometry practices to never see the same optometrist twice. Having a smaller team means your patients have the opportunity to form genuine relationships with you and your team when they come in for their appointments.
Putting the work in to demonstrate that you’re genuinely interested in each person who comes through your doors and committed to their long-term eye health will ensure your practice becomes their go-to for everything from check-ups and new frames to specialised consultations.
Tailor a health plan to each patient
Invest the time to get to know your patients and use that information to build a long-term eye health plan tailored to their needs. Developing a personalised plan ensures continuity of care and gives patients a tangible timeline of their future healthcare with you. It also provides you and your team the opportunity to develop quality relationships and truly improve lives.
One report reveals only 20% of people visit their optometrist every six months to a year. In that same report, consumers say that liking their optometrist improves the likelihood of them booking regular visits.
Tips to get started
Develop an adaptable framework staff can utilise for long-term patient planning.
Maybe add something simple such as ensure all your stuff spend a quality amount of time with patients, create a framework or checklist of things your staff can do to prepare the patient for the future.
Step 3 - Invest in digital technologies and systems
While it can be difficult to compete on an even playing field with the larger optometry corporates, one of the major upsides of running a smaller practice is the fact that you have far more freedom when it comes to setting up new tools and processes, and adapting to the ever-changing industry standards and patient needs.
As well as offering the latest optometry technologies and eyewear, it’s important you commit to processes and systems that allow you to work more efficiently and create ease for your patients.
There are a range of ways to do this and having a functional, mobile-optimised website is a good starting point. In an age where almost everything is done online and, often, on a smartphone, it’s essential your systems are aligned with your patients’ behaviours.
Digitise your booking system
An online booking solution, such as OnlineAppointments , allows patients the convenience and peace of mind that comes with being able to book their appointments when they need, 24/7. They’ll be able to find your practice, view available appointments and book right from their smartphone or computer. Plus, with smartphone appointment reminders, you can reduce no-shows by up to 55%. In fact, 38% of Australians prefer to receive appointment reminders via text message to ensure they don’t miss an appointment.
Ask for feedback One of the best ways to ensure your practice is performing at its best is by asking for feedback. This is perhaps one of the most valuable tools in any business, because it provides you with insights that will help you to improve the experience and services you offer. Feedback can be requested via email, a customised survey or feedback system, a printed feedback form, or in-person.
Step 4 – Embrace digital marketing and communications
We live in an age where information is available at our fingertips. Unfortunately, not all of that content is accurate. Utilising your expertise to provide factual and easy-to-understand content on your website will ensure your patients are well-informed and place your practice front of mind.
Become a resource
A key step to reinforcing your reputation as a trusted eye health expert is to ensure your website has informative material available for new and existing patients. This builds trust in your authority as a practitioner and the quality of care they’ll receive from your practice.
In addition to website content, be sure to send regular e-newsletters to your patient database. As well as delivering valuable information, it also provides you with the perfect platform to showcase new services or offers, improve the overall perception and understanding of what your practice offers, and encourage more bookings and product sales.
Appear in more searches
Developing a solid content plan has the added benefit of improving your website’s search engine optimisation (SEO). In other words, appear in more people’s Google searches. The more informative your content is, and the more heavily-searched terms it includes, the higher the chances are that your website will show up when a patient searches on Google for something related to optometry or eye health.
Tips to get started
- Develop a content plan with a clear objective for the information you want to share
- Set up an e-newsletter schedule (Tip: create a rotating roster of contributors amongst your staff to share the load)
- Investigate an email automation tool, such as the easy-to-use and affordable Mailchimp
- Do some research to understand SEO basics. There’s a plethora of resources online.
Step 5 – Educate consumers and communicate your commitment to greater eye health
You know the importance of regular eye health tests but do your customers? The fact is, many people don’t even have eye disease on the radar. So, why would they book a consultation for something they’re not even thinking about? If you make the effort to educate people on eye disease and the importance of preventative care, you’ll not only see an increase in eye test bookings, you’ll also position your practice as a community health leader, rather than a one-stop shop for frames.
Tips to get started
- Create suitable assets to educate customers and patients about the importance of eye health and the services you offer around this, such as posters and brochures
- Align your practice with relevant industry initiatives, associations and community events
