Emphasize Internal Marketing

     Marketing internally to existing patients is far more important, effective, and productive than expensive external advertising. Our practice puts the 10 or so minutes a patient may spend waiting for the doctor to good use by placing a few strategic marketing pieces in every exam room. Four simple 8.5" x 11" posters adorn the walls; these are changed on a monthly basis to match our current promotions. We also place our office newsletter and a dispensary brochure at the exam chair. Patients like having something to read, and we welcome the chance to share what we have to offer.

     The real key to internal marketing, however, is staff participation and emphasis on customer service. All members of the team understand that we are here to serve both the patients' visual and medical needs. Staff know to inquire about the patients' vision issues and discover their level of satisfaction with current eyewear. Regular team meetings also keeps staff members informed of what is new in the optical shop so they can offer appropriate information to patients.