Editor’s Note: Welcome to “Let's Chat,” a blog series featuring contributions from members of the ophthalmic community. These blogs are an opportunity for ophthalmic bloggers to engage with readers with about a topic that is top of mind, whether it is practice management, experiences with patients, the industry, medicine in general, or healthcare reform. The series continues with this blog by Donna A. Suter, president of Suter Consulting Group. The views expressed in these blogs are those of their respective contributors and do not represent the views of Ophthalmology Times or MJH Associates.
Each day we stand in front of the mirror and prepare for life in the public eye. Often, we must consider the mechanics of cleaning up said mirror. Whether you pay a cleaning service or choose DIY, we all have our favorite way of erasing evidence of life and restoring the mirror to its intended function. (Clearly reflecting an image.)
Are you thinking of transforming these 60 words into an analogy for explaining cataracts and post-surgical results? Not me. I am thinking about something else.
Communication is a tricky two-way street shaped by many things. In my first podcast for the Ophthalmology Times EyePod podcast series, I presented a broad overview of how to brand your practice no matter what stage of ownership.
My cautionary note can be illustrated with five tips on cleaning any bathroom mirror.
1). What gets dried toothpaste off may not polish its surface. Diversify how you allocate each quarter’s marketing budget and target just your ideal patient. Your market can be segmented by age. A good marketing message reflects who you are “IRL.” (If you are a millennial, you don’t need me to define IRL. For all you baby boomers, IRL stands for “in real life.”)
Millennials—Americans born between 1980 and 1994—are the largest generation in the United States, and represent an annual spending of over $200 billion. Don’t be fooled and target all your marketing dollars toward millennials. However, always be mindful that you are building a brand—a reflection of who you are. People 39 and younger self-report being heavily influenced by a brand and price is less of a deciding factor. (If you don’t believe me, spend a Sunday morning in Starbucks and send me flowers as an apology.)