Have you ever planned a trip and imagined the magical details from start to finish, planning the fun of every moment? A graduation party, a hunting trip, a motorcycle adventure, or even a wedding is typically something you look forward to with excited planning. We plan the clothes we will take on the adventure, the camera and its extra lenses or selfie stick, the shoes and of course the glasses, sunglasses and contact lenses.
It is wonderful to be able to WOW that patient who waited until the last minute or maybe didn’t even know it was possible to make the event more memorable by having the freedom of contact lenses instead of glasses. I know we all love being our patient’s problem solver and yet, they don’t know what they don’t know. There are still patients out there who don’t know they can wear contacts to correct both distance and near vision, nor do they know they have the option (and a comfortable one, too) of changing their eye color and seeing well at the same time. Until we bring it up or maybe a friend does, patients have no idea that contacts are something that are perfect for part-time use for events such as these.
We have discussed how important it is to have POP in key areas of the office specifically about cosmetic contact lenses, and POP on our outside windows so people see them as they drive by the office every day. What about making a specific effort to talk about the option of contacts for part-time wear?
Try target marketing to patients emphasizing colors and their use for a special occasion. A 25th anniversary is that much more special with contact lenses and a class reunion with color contact lenses would truly be amazing. Being creative and coming up with marketing that speaks to the heart of what we do every day is real and as a result, the most effective.
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 the former 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.