Staying In Touch
Most patients see you once every 12 months at most. And, if you don’t remind them, the time between visits can stretch way beyond that.
How can you shorten the time between appointments? By communicating between visits. Sharing information about vision. And, even better, telling them stories…about your business, your staff, and especially, about product. You can focus on the latest in lenses. Better yet, you can talk about the newest trends in frames—that is, materials, colors, and designs—by showing some of what you have on display and in stock.
Tip: There are lots of options, but the point is the same…reminding patients and even prospects of all you have to offer.
Finding a Format
You can’t exactly shout it from the proverbial rooftop, but you can find a format that you’re most comfortable with to deliver the information. Maybe its Facebook or perhaps just the occasional text. Consider creating a quarterly enewsletter or perhaps an occasional note you mail to patients’ homes…after you’ve received their OK, that is.
There are lots of options, but the point of all of them is the same…reminding them of all you have to offer in everything from service to selection. To help, we’ve compiled several suggestions and resources from folks in the know, including PR experts as well as your peers.
Whatever vehicle you use, it only works if you keep great records that include information like birthdays and graduations as well as the patient’s purchase history.
Getting Personal
Here’s some of what you can do after you get the approval of the individual.
√ Email them about the latest trends, including photos of frame product as well as information about lenses and sunwear.
Most patients see you once every 12 months. How can you shorten the time? By communicating between visits.
√ Mail postcards to announce the launch of a new line or even a hot new frame.
√ Send a text to offer something special on a patient’s birthday.
√ A few weeks after their last visit, invite them back to look at a specific frame they’d shown interest in when they were with you.
√ Communicate about photos you’ve posted on your own website of great new product or even a new look you’ve introduced to your interior…new displays, your latest window design, even staff sporting the eyewear.
√ Send a link to an article that addresses something like the latest fashion colors or the importance of eye protection in the sun, on the slopes, etc.
Following Up Immediately
We’ve mentioned this one before, but it’s worth repeating. If you want to make it really personal, then follow the lead of Eric M. White, O.D., owner of Complete Family Vision Care in San Diego. At the end of each workday, he creates and sends a thank-you note from his personal email to each of his comprehensive eye exam patients. This is also a good opportunity to address any issues or questions that may have come up during their visit as well as to ask them to post a review online.
Do you communicate with patients between visits? If so, tell us about it and share in the conversation on Facebook here.
Stephanie De Long
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