We know you do more than just test eyes – do your patients?
The 360° Comprehensive Eye Consultation positioning is designed to help you communicate your commitment to clinical excellence, to thoroughly understanding the needs of your patients and delivering a quality, holistic eye care solution. This is what differentiates you from your competitors and establishes you as an eye health expert.
Give your target audience a reason to put their trust in you.
We’re not trying to target everybody in the community. The segment that is attracted to your clinical positioning is smart, logical, rational and seeking quality. By showing them the value of a Comprehensive 360° Eye Consultation you are giving them a powerful reason to put their trust in you, instead of your competition.
Gloria Papadopoulos from Optometrist Parramatta shares how the 360° positioning has grown their practice:
“Our daughter Steph, who loves all things digital, decided to build a new website and display the 360° message there.
We have found that people searching through our website are either making an appointment through the booking form asking specifically for the 360° eye exam, or they’ll ring and discuss the 360° eye exam on the phone. They realise that it’s going to cost something but they don’t hesitate, even though we’re not a bulk billing practice.
We also put the 360° brochures in every bag with every purchase, whether they have an eye exam or not so that hopefully they’ll read it, or give it to someone else. The other thing that we do is include the 360° brochure with the appointment card when someone walks in to book an appointment.
So for us it works quite well. We’ve been promoting it for 7 months now and our business has grown dramatically. Having Steph as a dedicated marketing resource has made it possible to achieve the growth we have and put the 360° positioning at the forefront.
It works, and it’s not hard.
It’s just a matter of saying ‘let’s do it’.
Because if you don’t do it, you’re missing out.”
