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For eye care professionals

3 ways to market your practice effectively

15 November 2019

In order to remain competitive and successful in your industry, it’s key that you consider the best ways to market your practice.
Having an independent optical practice can be a rewarding career move, but also challenging. You will no doubt be competing with multiples, as well as any other independent opticians in your area. In order to remain competitive and successful in your industry, it’s key that you consider the best ways to market your practice.
 
An independent optical practice is often regarded as a small business, but no matter your business size, embracing some key marketing strategies can ensure you stay ahead of the game.
 

1. Establishing a USP

It is helpful to understand what makes you different from other opticians, particularly those in your area. If you are the only local optician, then consider what makes you different to the big chain opticians and why patients should choose to visit you.
 
This is known as establishing your USP (unique selling point) and proves why you are different to your competitors. Take a look at what you offer and how it compares to your competitors; it could be price, product offering, staff expertise or modern equipment.
 
Your USP should provide something that patients can’t get elsewhere, and is probably the reason why they would keep coming back to you.
 

2. Local marketing

Your location could be a real selling point for your practice, and it’s important that you are marketing your practice accordingly. Consider whether you are in a rural or urban area, and what this could mean for your patients. A practice in a rural area may have less competition, but an urban practice may have a larger pool of potential patients.
 
Whatever your location, local marketing can boost awareness of your practice and can help with increasing footfall. Ensure your practice is advertised in local media such as print publications, as well as online.  
 

3. Having a presence on social media

In today’s business landscape, advertising your company on social media is essential; even if you’re just a small, local optician. Your patients can be found on platforms like Facebook and Twitter, while the likes of LinkedIn might help you forge partnerships with other local businesses.
 
This is a key method of advertising current promotions, cutting-edge technology or new products. You can even target your online adverts to hit the right demographics; for instance, if you want to advertise new varifocal lenses, you can ensure it will be seen by those aged over 40.
 
Social media is low cost, and it just takes a little inspiration to get your page off to a flying start. Engage with the local community and get your business name out there; you will soon see the difference it can make!
 
For further advice on marketing your practice, consider becoming an Essilor Bespoke partner to unlock the latest consultancy services across training, lenses and technology.

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