Are You An Optometrist?
Do You Own Your Own Practice?
Are You Running Around Like A Headless Chicken?
STOP! Take A Deep Breath. Relax. It's Going To Be Just Fine...
Dear Fellow Optometrist,
I would like to tell you a quick story about marketing. You see marketing is everything and everything is marketing. The pen you write with, the clothes you wear, that cobweb in your test room, the fingerprint mark on your glasses. You need to pay attention.
Many Optometrists I speak to falsely believe marketing is just advertising. They don't get it. They think all they need to do is get some qualifications, open up their own practice, and hey presto. Some think, ok, let's get a slick website and perhaps a facebook page and do some random adverts in a local newspaper. And that's that. They believe because they are qualified, because they are not part of a big chain people will come to them because of their superior customer service.
They think marketing is beneath them.
Let me tell you, marketing is about being strategic. It's about being smart. It's not just advertising, that's just a very small piece of the pie.
Marketing is more valuable than testing eyes. Yes, that's a hard pill to swallow for Optometrists. It was hard for me but I soon realised the error of my ways. Us Optometrists are the "doers" of the business, we are often busy away testing eyes in our darkened little test rooms, with no idea what's going on in the business. You need to switch from being the "doer" to being the marketer.
Now don't get me wrong, I'm still that "doer", I'm still working from the trenches, testing eyes and loving my work. But I now have marketing systems in place that keep my practice humming along nicely like a Rolls-Royce V12 engine.
I have done a collection of podcasts available on iTunes, The Optometrist Business School Podcast. If you have not yet subscribed, head over there soon.
But first, the best advice I can give you, is all laid out step by step in my book. Over the last few years I've been getting emails from listeners of my podcast show asking for help. Working one on one with me is expensive. I charge £12,000 to set up a marketing system in your practice. Granted that £12,000 is guaranteed to make you £25,000 or I work for free with you until you get more than double your money back. But still, it's £12K.
So I decided to write a book and lay it all out in black and white. It will be your best £14.99p you will ever spend in terms of pure return on investment.
The book is available on Amazon Europe and Amazon USA. Go over there now and type in "How To Grow Your Independent Optometry Practice" by John H. Prouse. (The H stands for Harold incase you are wondering. Yes, a bit old fashioned!)
I have also put together some free and premium reports/courses available on my training website. For more information click the button below.
You really do need to take some time to work ON your business. You have all the resources you need from me in my book and courses. If you want to work with me for the year, shoot me an email at email@example.com
I really do wish you all the best for you and your practice. Good luck my fellow Optom!
John H. Prouse
Just a wee email to introduce myself.
Like yourself, I'm a one-man band optometrist with a single practice, in what would be described as a disadvantaged area on the outskirts of Glasgow...
I opened the practice from scratch 21 years ago and within 2 years I had built-up my practice through word-of-mouth recommendation. So far, so good....
We toddled along nicely until the credit crunch of 2008.......sales dropped dramatically overnight and we have never recovered!
It's been 10 years of worry, anxious sleepless nights with me trying to come up with different ideas to solve my problem.......so far, nothing has worked.
Now, I'm not the type of person who goes around feeling sorry for themselves or gives up easily, however by Christmas 2017, I had reached a point where I was seriously thinking of calling it a day.
Then, last month I read your article 'Run an Effective Staff Training System' in Optometry Today (from May 2017) and you described EXACTLY what happens in my practice......my optical assistants are always trying to give patients a bargain.
We had our first staff training meeting this week: we started with first impressions and "SEE", with staff engaging in examples of customer experiences good and bad, we have dates in the diary for weekly staff training meetings for the next 2 months.
I am a bit nervous about fully going for it, but it makes sense and I can see how it could work for my practice, I can already see the potential in both our current patients and how to attract new patients.
I'm feeling much more optimistic about the future of the practice and my quality of life!
Thank you very much,
Optometrist from Glasgow, Scotland