The 7 Biggest Mistakes That Are Costing Your Practice Money
In our work with optometry clinics and practices, we have the joy of helping these small, local businesses grow and thrive. We also have a front-row seat to common mistakes that can cost your practice big-time.
These seven big mistakes sum up the surprisingly common missteps that owners make in running their business. Many of these are easy to implement, but can make a huge difference in your practice’s bottom line, enabling you to continue growing and offering the best possible care to patients.
The truth is, you’re leaving money on the table if you aren’t doing these things.
Mistake 1: Not asking for reviews.
This is such an easy thing to do that it really pains us to see practices missing out! Many of your patients would be happy to leave you a positive review online. It’s a small step that takes only a couple of minutes, and many people are glad to have a way to support a local business that serves them well.
Why it’s a mistake
Reviews are the lifeblood of local businesses. While advertising and word of mouth will always be important factors for attracting new clients, review websites have become a crucial element of the process. Many patients either only check reviews (such as reviews on Google Maps, or review-specific sites such as Yelp) to find a new practice. Others make a point to check reviews after hearing about a practice but before making an appointment.
We know this can be a common source of frustration for small business owners, especially those who have dealt with fake or unfair negative reviews and who have little way to adjudicate these business-harming claims online. However, as long as potential clients are using these sites, optometry practice owners need to pay attention.
How to fix it
Ask your patients! You can do this in so many ways:
- A follow-up email or text after the appointment, linking directly to the site where you’d like them to leave a positive review. Be specific: “If you had a great experience, please leave us a five-star review on our Google listing! This helps our small, local business thrive.”
- Verbally, after the appointment, as you are thanking them for their business.
- With a sign in the waiting room.
It may feel a little awkward asking for reviews, but trust us: patients who love your practice will be happy to help.
Mistake 2: Not following up with patients.
… and we don’t mean just once. Optometry practices should follow up frequently, using multiple channels including text, email, regular mail, and phone calls.
Why it’s a mistake
Regular eye exams are important, but life gets busy and people forget. Those gaps in between regularly recommended appointments aren’t good for your patients or your business. Following up is a win-win, and many patients will appreciate the reminders as a service to them.
How to fix it
Much of your follow-up can (and should!) be automated. There are different methods for following up, including:
- Asking your patients to book their next appointment at the end of their current one. Not all practices favor this method, as it can lead to a higher number of cancellations and rescheduling as plans change; however, it also gets the appointment on the calendar, and many patients will keep the appointment or remember to change it. Read here about common email maketing pitfalls to avoid.
- Sending a postcard reminding patients when they are due for their next appointment, or with a date and time reminder if it was scheduled far in advance. As more and more communications go digital, “snail mail” can stand out.
- Texting patients with reminders to schedule. This can be especially effective if patients call to book; be sure to include the number to call so that they can tap it and be connected.
- Emailing patients with reminders. Email tends to be easier to ignore than some of these other suggestions; however, it’s also less intrusive, and many patients will happily book appointments from an email. This method is especially effective if you have online booking they can complete by clicking a link in the email.
- Calling patients who are overdue. You can provide your front desk with a list of patients to call and follow up; be sure they are prepared to book an appointment if the patient is ready to do so.
Mistake 3: Focusing on any patient, instead of your ideal patient
More business is good business, right? Well, not always. Your optometry practice probably has an ‘ideal’ type of patient that best fits the skills of your team and the services you’re looking to offer.
Why it’s a mistake
Practices that fall into this trap can become ‘jack of all trades, master of none’ as they try to appeal to every type of optometry patient out there. Of course, a good optometrist has well-rounded skills and is able to treat a wide variety of patients effectively. However, focusing on what makes your practice unique will make it better for your patients and your staff.
How to fix it
Get clear on the type of practice you want to be and what sort of patient you serve best. Tailor your practice to this vision by setting the right atmosphere, focusing on marketing that reaches patient groups you’re interested in, and listening carefully to the needs and wants of patients in those groups.
Mistake 4: Failing to upsell.
Some patients will only need the most basic of services, and that’s fine. But are your patients even aware of the extras you have to offer? Offering these add-ons is easy for patients to decline if they don’t want them, and a simple way to bring in more revenue for those who do.
Why it’s a mistake
It only takes a moment to ask if a patient would like to purchase these extras. When they do, you’re growing your per-customer revenue without making a lot of extra work for your staff. The patients who upgrade their glasses or buy useful accessories will appreciate the ease of doing so as part of the regular purchasing process.
How to fix it
Just ask! Is the patient interested in a second set of glasses, such as prescription sunglasses or another style of glasses? Would they like a special coating on the lenses? Do they have a type of job or prescription that lends itself to certain glasses modifications? You don’t need to apply pressure to your patients or your staff; you just need to ensure your staff is communicating all of the options available.
Mistake 5: Not asking for word-of-mouth recommendations.
Word of mouth will always be important for optometrists. Let your patients know that these recommendations are valued and appreciated!
Why it’s a mistake
Many practice owners assume that if they deliver great service, people will naturally refer friends and family to their practice. This is partially true, but it’s not the whole story.
How to fix it
Referral discounts and refer-a-friend bonuses are great incentives that give your patients a reason to mention your practice to local friends, family, and neighbors. Given the lifetime value of a new patient, they are a cost-effective way to encourage these referrals and thank your patients for their support.
Mistake 6: Ignoring local partnership opportunities.
An optometry practice is inherently a local business, and owners ignore that fact at their own peril. Taking advantage of and creating partnerships within the community is a great source of business.
Why it’s a mistake
When you fail to connect within the community, you miss out on potential patients who could be a great fit for your practice. Getting out there helps potential patients get to know your business and keeps you top of mind when they’re looking to book an appointment.
How to fix it
Work with local businesses, schools, and other groups to look for education and other opportunities. A single group presentation can bring in dozens, or even hundreds of patients
For example, you might give a talk about how to maintain vision performance for athletes, or sponsor a booth at a local race. Or you might do a presentation on eye health to retirees. Have discount cards on hand for these events, which not only create an incentive for participants to book an appointment, but also help you track the impact of the event.
Mistake 7: Being invisible online.
Are you taking your digital marketing seriously? If so, your business should be highly visible online.
Why it’s a mistake
In the digital age, you can’t rely on people driving by your practice to know it’s there. Many people start their search for goods and services online, whether that’s a search in Google Maps or a post looking for recommendations in a neighborhood group. If your online presence is non-existent or unappealing, you’re missing out on business.
How to fix it
Ensure that your business has up-to-date profiles on Google My Business and the relevant social media platforms. You’ll also want to make sure that your website is optimized to show up when people are using search engines, such as Google, to try and find local optometrist offices or specific services.
You can attempt to handle this yourself, or you can hire a service to help optimize your online presence for you.
The bottom line: Don’t leave money on the table
We started Optometry Marketing because we saw a huge need for many local optometry offices to update their marketing strategies for the digital age — and a need for marketing partners who really understand the needs of optometry practices. We hope this article helps your business avoid these seven common mistakes!
Want more help positioning your practice to succeed? We’d love to talk and learn all about your practice so we help make it shine.