Three steps for a Successful Ophthalmic Practice
Dr DP Prakash American Eye Care Centre Chennai
There are many many ways to acquire new business.
Pricing is one of them
Value is another
Quality is another approach
Convenience is another important alternate too.
Aggressive advertising & promotions is another
In each industry one of these approach predominantly works.
*Which approach would you take for your practice?*
First identify your STRENGTHS. This is the most important assessment of your practice. Always play to your strengths… never ???? play to confront the competition.
By competing with some established corporate or senior you are playing TO THEIR STRENGTHS. You are at a disadvantage to play in their home ???? turf.
Make the game in your backyard… play to your strengths… whatever it might be. *This strength is also known as your USP- unique selling proposition .*
Be aware of the competition but don’t be concerned about it.
*What’s the next step after identifying your strengths?*
Communicate your strengths in a manner that is NON SCIENTIFIC ????… easy to understand and SIMPLE. This is a major challenge for doctors. We want tend to tell everything we know about something like glaucoma or cataract or diabetes. Unfortunately it doesn’t work. Communication MUST BE BRIEF … MINIMAL… SIMPLE. Why is this so… because peoples attention span is VERY MINIMAL, THEIR UNDERSTANDING CAPACITY IS MINISCULE, and it’s costs a lot of effort, money ???? & time - to communicate .
*What do you do AFTER COMMUNICATING YOUR USP? *
DELIVER YOUR USP. It’s very easy to say you are good at something but very different and difficult to live up to what you said and promised. The reason is that, *delivery of your promise is dependent upon everyone in your team.* Most often the team is not in sync with the vision. That’s is the biggest challenge for most businesses. A lot of effort is required in building the right team & communicating the vision and making the entire organisation work like ONE UNIT.
*EVERY Customer IS always evaluating your business on this ONE ????? POINT , ARE YOU DELIVERING ON YOUR PROMISES . *
ONCE YOU HAVE DONE ? THESE THREE STEPS .. YOU HAVE DONE ? YOUR MARKETING OF YOUR BUSINESS OR PRACTICE.
You will reach your potential if your practice is in the right place and there’s is a demand for your service and YOUR MARKETING IS RIGHT.
Let me emphasise again that competition doesn’t define your practice or your success. Your marketing does.
Dr DP Prakash
American Eyecare Centres