Question

Topic: Customer Behavior

Consumer Behavior In Eye Care

Posted by Anonymous on 3/31/2010 at 11:31 AM ET 25 Points
I am an optometrist in private practice looking for some guidance.

In this age of "doc in the box" health care eg Pearle Vision, Lenscrafters, WalMart etc., what drives the decision of patients as they choose providers especially those who do not have any sort of vision care insurance? Those with vision insurance typically come because "We're listed on their plan". My target is women as they are the healthcare gatekeepers for the family, but finding the proper message has been difficult.

We would love to attract more patients who have place a high value on a long-term relationship with an eye doctor who comes to understand their needs and provides personalized advice and service. In addition, I'd like to attract those interested in higher end eyewear.
Is there a characteristic to target in these type of patients?

Thank you for your time.
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RESPONSES

  • Posted by michael on 3/31/2010 at 11:37 AM Accepted
    Ok...so "in my plan" is not the right way to choose an optometrist. What IS the right way?

    You have to teach people how to make the decision. Whatever you do, don't say friendly service. That's a given.

    "ABC Optometry: Where everyone's name isn't "Next".

    Michael
  • Posted on 3/31/2010 at 1:18 PM Author
    On my soon to be updated website, I allude to our care as not being "revolving door eyecare" and I have a humorous slide in the slideshow with a cow behind a phoropter(the eye test machine) with the caption: "It's an eye exam not a cattle call!" The caption under the cow reads: "Which is better? One or twwooooooooo?"
  • Posted on 4/8/2010 at 7:22 PM Accepted
    This applies to high end eyewear the same as it applies to any other product or service. It works in Mayberry or Metropolis.

    People do business with people they know, like and trust. So how do you get patients to know, like and trust you?

    Before they know you, they may like and trust someone who HAS used your service.

    Referrals have long been regarded as the easiest to enroll because they come to you pre-sold. Have a system in place where you automatically ask for referrals. Then reward the people who send you a referral. Nothing will kill your referral machine faster than if you aren't grateful. It doesn't have to be big. It can be a discount, or a free gift, but you absolutely do need to acknowledge anyone who sends you business.

    Build relationship. Stay in touch with them in other than 'salesy' ways. Have a patient appreciation day at your office, throw a party, invite your patient list, put out a press release about it (online and in print).

    Get testimonials from your patients, written or video (even better) to use on your website, and in print. Spread the word.

    There will always be people to whom price is important, and there will always be those who want relationship in their dealings with a doctor.

    And a note on cow humor: if people don't get the joke, it ain't funny.
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