Marketing helps communicate the value of practice services to potential and existing patients. To be effective, efforts must be carefully planned, aligned with practice goals, and measured appropriately. This section delivers information on marketing strategies from plan development to implementation.

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Today’s health care environment is challenging and highly competitive. In order to be successful, it is crucial to have a well-defined strategy and plan which differentiates your practice from the competition and allows you to secure dominance in the marketplace. A marketing plan is a tool to help identify your strategy, goals, and objectives, and outline the programs and tactics which will help you achieve the desired results.

Activities Included:

Marketing Strategy Pre-test

Marketing Strategy Resources

Marketing Strategy Post-test

Achieving success with your marketing strategies is the result of teamwork, skill, and most importantly, a well-defined plan of attack. Developing a marketing plan is an ongoing process. It involves more than just placing an ad in a newspaper, conducting a patient seminar, or implementing a direct-mail campaign. In fact, random efforts like these may only drain the practice budget and reduce profitability. A good marketing plan outlines realistic steps for both establishing and expanding your practice and can be used as a working tool to guide your ongoing efforts and monitor progress. This chapter outlines a process for developing a marketing plan, illustrates tools for plan development, and provides tips for successful implementation.

Activities Included:

Developing a Marketing Plan Pre-test

Developing a Marketing Plan Resources

Developing a Marketing Plan Post-test

Patient satisfaction programs provide a vehicle for the practice to obtain meaningful data to gauge the satisfaction level of patients in a variety of important areas, including: telephone protocols, wait time, provider demeanor and communication skills, customer service, and their overall practice experience. By using the patient feedback—both positive and negative—a practice can fine-tune what it is doing right and uncover its shortcoming to take corrective action before irreversible damage is done.

Activities Included:

Patient Satisfaction Programs Pre-test

Patient Satisfaction Programs Resources

Patient Satisfaction Programs Post-test

In order to be successful in today's highly competitive environment, it is crucial for a practice to have a well-defined marketing strategy and plan which differentiates it from the competition. Marketing is a vast and complex topic. This chapter provides an overview of online marketing and social media.

Activities Included:

Online Marketing Pre-test

Online Marketing Resources

Online Marketing Post-test

Achieving success as an optician requires a broad knowledge of the many facets of opticianry. These include: specialized opticianry skills, product materials and designs knowledge, and the ability to promote and sell the various products available to today’s consumer. Many optical professionals did not enter this field with the desire to be a salesperson, but in reality, selling is one of the essential components to successfully competing in today’s challenging marketplace. The manner in which opticians carry themselves and sell their product is what distinguishes them from the competition and defines their professional reputation.

Activities Included:

Retail Marketing Pre-test

Retail Marketing Resources

Retail Marketing Post-test