Today, optometry practices are in fierce competition. An optometrist trying to succeed in this environment, needs to stake a unique, compelling position within the marketplace. You also need to uniquely differentiate your enterprise in the mind of the consumer. You need to give people a compelling reason to choose you. And, there’s no better time to do so, than when they’re waiting on hold!
To survive and thrive as an eye care practice, you have to engage your prospective patients and optical customers as well as your existing ones. You must reach them where they are, engage them and appeal to their needs, desires and sensibilities. In other words: You should be marketing your eye care practice to them aggressively and intelligently. Custom branded on-hold marketing is one of the best ways to connect with your patients!
The good old-fashioned telephone is still the most preferred method of contact by consumers. In fact, AT&T reports that 7 out of every 10 callers are placed on hold, and when waiting in dead air or listening to radio, more than 60% will hang-up in less than 45 seconds! On hold messaging is the only proven solution that will hold callers on the line for up to 3 minutes or longer, giving you the opportunity to serve them and sell them more! The “proof is in the pudding” as they say, and according to Sales & Marketing Management, 88% of callers surveyed want to hear product information on-hold and will stay on the line longer if provided with this information – roughly 16-20% said that they have purchased additional products based on information they heard while on-hold.
When faced with the need to grow their practice, most doctors focus all of their energy and marketing dollars to go out and get more patients, without even realizing that there are other ways they could also increase their profits. To make matters worse, these doctors’ efforts are solely aimed at attracting new patients through advertising, without giving any thought on how they can increase their spend with existing patients.
Now it certainly is true that efforts to attract more patients will increase your bottom line and will make your practice more profitable. But what if you could use a proven marketing tool that combines efforts to increase your number of patients, and make more money per patient encounter? Optometry on hold marketing consists not only of advertising to prospective patients, or the latest styles of glasses, but also of building loyal relationships with your patients. Growing patient loyalty is achieved by providing the best patient experience possible.
For optometrists, unique differentiation is vital to success. So, what message does your office convey when patients or potential patients call? Optometry on hold messaging for your practice is vital to both acquiring new patients, and also building relationships and retaining your current ones. Instead of wasting patient hold time, the right message on hold will help you establish a unified, cohesive, compelling brand message, and grow your practice by generating increased revenues!
Would you like to attract more patients, generate more referrals, and increase your optical sales? Don’t make the fatal mistake of ignoring this powerful practice building tool.