When your patients enter your practice for the first time, what do they see? Are they only faced with walls covered in frames, like the image featured above? If so, you may be doing your practice -- and your patients -- a disservice.
While your patients will likely spend a lot of time browsing your frame selection, the frames themselves are not going to communicate any information. Your practice is more than just a spectacle dispensary; it provides a vital services and resources for patients. By giving your patients access to more options and information up front, you build trust and give them greater opportunities to ask important vision care questions.
While it seems like common sense, many optometrists and other optical retailers do not use effective signage. According to the Optical Marketing Group (OMG), less than 5% of optical retailers use proper signage. This could leave many patients lost, confused, or overwhelmed. Practices lacking effective signage and displays would benefit from a facelift. OMG asserts that an effective signage program can lead to organic improvement of customer satisfaction and sales of multiple pairs. Here are some tips to help you improve the optics of your practice.
Put Your Lens Options on Display
This should be a no-brainer. It’s important for your patients to be thinking and asking about lens options throughout their entire experience in your practice, not just while they’re in the exam chair. By placing a display on the table at which you will discuss lenses, or mounting displays along the walls amongst the frames, you can show your patients examples of your full offerings. Shamir’s Vitamin See blog shows an example lens displays you could purchase, but they also suggest trying to build your own displays. The latter approach could cut down on costs and allow for easier, customized integration with your larger display scheme.
What’s on the Menu?
If you are lacking the space for a physical display, a lens menu could be the option for you. With this approach, you can present your patients with clear details on each of your lens options, including features of the materials, available coatings or enhancements, and costs. Here is an example of a dispensing table lens mat:
This lays out the cost for different types of lenses with the most popular features, the practice’s offerings for specialty glasses, and a detailed breakdown of the benefits of premium lens materials. Patients who see this will immediately know how Trivex lenses could provide clearer vision and impact resistance Or 1.74 lenses could provide thinner lens for patients with higher prescriptions
The best thing about this option is that it’s malleable. If you’d rather use a brochure or a poster in place of a mat, you can easily adjust your display to fit. Some practices even condense this information into a recommendation sheet, which patients could keep for their own records or hand off for easy dispensing.
Build a Powerful Customer Journey
Some practices may be looking for a more intensive facelift. For those practices, this can be an opportunity to build powerful brand storytelling that takes customers on a personal journey. The above-mentioned strategies can be implemented alongside signage based on brand partnerships or stories and philosophies for featured designers or collections. By optimizing the way these elements work together to build your patients’ experiences, you make them feel more connected to and appreciative of their eyecare.
How has your practice improved its signage program? How has impacted your business? Share your story in the replies below.