The customer journey

– Touchpoint one

Recognition of need and choosing an optician

Touchpoint one

Recognition of need and choosing an optician

Patient identifies ‘need’Selection criteriaPractice differentiationMarketing

Patient identifies need

Receives reminder letterCannot see clearlyBroken spectaclesLifestyle requirementsFashion

Selection criteria

Previous experienceRecommendation / reputationAdvertising & promotionSpecial offersLocation

Practice differentiation

High St. multipleTraditional independentModern/specialist independentContact lens practice

Marketing

‘A customer-orientated approach to business, that ensures sustainable profit.’

Six P’s Product Price Promotion Place People Processes

Marketing strategy

Before deciding strategy agree objectivesMinimize patient attritionProfitable practice growth Inform existing & potential customers Improve dispensing rates Increase dispensing values

Product & Price

Mix Display Information Services

Promotion & Place

Promotion Reminder letters Practice brochure Newsletters Public Relations Advertising

Yellow pages Radio & TV Newspapers

Place Location Appearance Décor Merchandising

People & Processes

People The practice team

Processes Every transaction

during the Customer Journey

Summary

To ensure continued success and profitability, a practice must continually improve and monitor its performance for each of the six Ps.

Recognition of need and choosing an optician

Action plan Spend some time as a team reviewing the

way your practice promotes itself. Consider; recall letters, window displays and the use of Point-of-Sale materials. Put a plan together for the next 12 months to ensure that your practice promotes a consistent message that builds throughout the year.