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What Are We Trying To Do?

By on June 19, 2015
Here at Practice Building we’ve seen hundreds (possibly thousands) of marketing materials used by independent practice owners.

More often than not, the practice owners who chat to us feel good about the fact they have invested in marketing materials and have some attractive point of sale, but are frustrated that these materials don’t seem to be achieving anything.And therein we have identified the first stumbling block of marketing.Have the aims and expected results of the marketing material been clearly defined at the beginning? For example, is the purpose to bring in new patients? To encourage people to buy a second pair of glasses? To enhance take-up of a particular product or service?

There are endless options. And if we have defined the aims clearly, have we given enough detail? How many patients are we trying to attract? How many more glasses do we need to dispense? Which service are we promoting? What do the numbers look like?

It’s important to have a clear understanding of the real aim of the marketing materials you wish to use. Only by clearly defining what you want to achieve, can you have materials produced that actually work.




About Rebecca Thompson

Rebecca Thompson has worked her way from the ground up in optics, starting as receptionist, she moved to Dispensing Assistant and then to Dispensing Optician, then Store Manager then Group Manager. This has given her a unique insight into the workings of Independent Optical Practices. At Practice Building she has found a home for sharing her innovative ideas for making running Independent Optical practices efficiently, profitable and enjoyable.

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