Much debate continues to take place over the need for independent optical practices to differentiate themselves from the large multiple chains, and it’s a subject we follow with keen interest here at OPTIK MIZEN. After all, as a small specialist Rx producer at the higher end of the market, our very existence is testament to the faith we have in the independent sector – and the belief that it can not only survive, but FLOURISH in the years ahead.
In my last blog (The Local Toy Shop) I looked at how the inherent limitations of a multiple are, by definition, the natural ADVANTAGES of an independent practice, with the key being how to highlight these advantages to the patient.
This time I’d like to turn the spotlight on BRANDING. Whilst it’s easy for us to think of a brand as an internationally recognised name and (invariably) logo, the reality is that EVERY business, in its own way, is a brand.
If I were an independent practice owner, that’s the first thing I would be thinking of. In fact, almost everything else that I can do (everything that is recommended by the experts) has it’s roots in the BRAND IDENTITY that I create for my business.
One of the most common things we hear talked about in seminars is the power of SOCIAL MEDIA. Do I think that Facebook and Twitter can transform my business? No. However, I do believe that they can be an important element in establishing and defining my brand. For a forward-thinking independent practice
a social media presence will be conspicuous by its absence. So yes, I need to engage in the process and I also might want to consider revamping my WEBSITE if I’ve left it alone for a couple of years. It doesn’t have to be complex or even interactive (just modern and informative will suffice) but it DOES need to show my practice off in the best possible light. And to this end I might find a professional photographer well worth the investment, especially if he/she can cajole some nice warm and welcoming smiles whilst snapping me and my lovely staff members (more on this in a moment). I also need to highlight my range of key products, and emphasise the tremendous care that goes into finding the best possible frame and lenses for every patient’s individual needs.
And yes, I really should work a little harder at my practice’s Facebook presence and try to get consistent interaction with my customers and other businesses and events in the local community. I could also consider a LOGO. It can feature on everything from letterhead to signage to my various pages of web presence. Plenty of people on-line (including some students) can come up with a really effective logo inexpensively.
Let’s consider the practice itself. My brand is made up of everything that people see from the signage onwards. I need to consider my décor, my displays, my furniture. Do they work together to create a unified impression? Is it the impression that I WANT to create? If not, then simple changes can be hugely effective without costing mega-bucks. I could consider refreshing the paintwork, de-cluttering shelving, getting rid of that tired sunglass stand from ten years ago… The most impressive practices are invariably the ones with a clear IDENTITY.
How about the ambience when people walk in my door? What kind of reception do they receive? Eye contact, a warm smile and a cheery “Good Morning” or Good Afternoon” are absolutely essential. They form the initial phase of what I like to refer to as the “PATIENT EXPERIENCE”. Quite simply, it’s the patient experience that will determine whether or not they come back again.
And that’s why the single most important element of my brand is ME AND MY STAFF! I need to go back with fresh eyes and reassess my own performance. How is my patient manner? Am I great with the little kids and parents but only “okay” with senior citizens. I need the humility and self-awareness to recognise and evaluate why that is. And how are my staff? Politeness is essential but 
politeness isn’t enough if I want a great brand. They need to exude warmth and friendliness. If I use locums I mustn’t make the mistake of viewing them as a functional necessity – they are so much MORE than that. For the time they are in my practice they are a KEY PART OF MY BRAND.
Perhaps the most valuable technique to acquire is the ability to put myself in the position of my patients. What would my impression be walking into my practice? How would I feel about the reception I receive and the way in which my appointment is handled? Would I feel like I was given plenty of time without unnecessary pressure? Would I leave feeling I’d received great advice and ultimately value?
As a parting thought, let’s not forget about the little things…like my eye test “reminder letters”. Are they dull and boring or bright and appealing? Do they offer an incentive for my patients to come back in and see me sooner rather than later? I should try to make them a little different from the norm, and the same applies to any advertising I do around town or in the local press. If I keep my brand simple and eye-catching, then I stand more chance of making a lasting impression on potential customers.
Above all else I need to remember that as an independent optician…MY TIME IS NOW!
JAMIE HOLORAN (CEO, Optik Mizen)
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