Practice Management
Optical Practice Branding
Next in a series of easy, quick management tips that you can implement in your practice today in less than an hour.
In this age of information overload, it is easy for your name to get lost in the clutter of billboards, neon signs, ten story high advertisements and junk mail (both in your mailbox and). One way to stand out in the crowded marketplace is to brand your practice with an appropriate name. That may be the doctor’s name, tied to the location or specifi c to the specialty of the practice. Once you have decided on the name, have a professional logo produced and use that consistently throughout the practice as we will discuss below.
Use the brand consistently in every aspect of the practice:
All signage both outdoors and inside the practice.
The staff uniforms should have the name and/or logo.
Printed materials in the offi ce including brochures, forms, business cards and stationary.
All correspondences with patients including letters, newsletters and emails (use a uniform signature including the logo for all employees).
Customize the cleaning cloths, cases and bags that are given to patients including the advertising specialties (pens, hats, shirts, coffee mugs, etc.).
Answer the telephone using the practice name.
External advertising in print media.
Practice website
Branding the practice with a name not associated with the primary doctor has the advantages of spreading the patient load to all of the associates and ultimately makes for a stronger case for a higher value when the practice changes hands. Taking the doctor’s ego out of the equation will pay long term benefi ts.
The most recognizable brand name in our world becomes part of our lexicon such as Kleenex, Coke and Xerox. Imagine if your patients said let’s take the kids down to Main Street Eyecare instead of saying “let’s go to the eye doctor.”
Dr. Dubick prepares private practice appraisals, lectures and writes on many practice management issues. He may be reached at 818.843.2214 or email at dubick@studioeyes.com.
