Tell Your Story in the Community and at Local Businesses
As summer comes to a close and fall begins, the businesses around you will begin to have their yearly health fairs. It may seem like a waste of time to attend events like this or even send your team members. How can it be beneficial when there are no paid examinations and no materials being sold? Think with me about the bigger picture. If you are a participating provider for a health plan that covers a local business, and that business is allowing you to set up a booth to tell all of their employees about your practice, that is an event you should attend. If you are given the opportunity to participate, be consistent with your attendance so that they see your team on a yearly basis.
Once you have agreed to attend the health fair how do you attract people to your booth? We have tried many things over the years and the one thing that works well is to talk about something that people find interesting. Attract their attention and draw them to your booth with a banner or large poster that showcases color contact lenses. Have plenty of brochures on hand, set up tablemats and even an iPad with a virtual try on so that people can have fun. Not only do you create the opportunity to talk about colors, but you can also talk about contact lens hygiene and compliance. This fun and engaging experience at your booth gives people a reason to visit your office.
Once you have people engaged ask them to make an appointment. Have a computer available to set up appointments or be ready to call the office and set them up over the phone. Have at least two people at the health fair at the booth because when people see the color contact lenses showcased they will keep you busy. Make certain everything you bring with you has your branding on it as well. Popular give away items are hand sanitizer, lip balm, Frisbees and pill boxes. Don’t forget when marketing to make your giveaways 20% thank you and 80% remember me.
Now is the time to begin calling the businesses around you so you can get on the schedule to attend their health fair this year. It is not too late if you are persistent and it will provide a great return on investment. Promote color contact lenses and your practice at the same time and remember not to waste that promotion once the patient is in your practice. Keep your systems which we have talked about in previous articles functioning well so you can capture those opportunities once the patient walks in the door.
April Jasper, OD, FAAO has a private practice in West Palm Beach, Florida. She serves on several Advisory boards including Vision Source, Allergan and Alcon. Dr. Jasper is President of the Florida Optometric Association. Her passion is sharing with her colleagues in areas of practice management and technology in an effort to help them become more successful in patient care and personal growth. She has created the company Distinctive Strategies and Leadership to accomplish that mission. Learn more at www.DistinctiveStrategies.com.