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Your World Just Changed - Did you?
Optometry is facing unprecedented changes and challenges. Let's explore them in an open, honest and respectful manner, sharing new-found skills and tools to build a better future.
Your World Changed - Don’t Panic! Focus on basics first Bloggers Entry #3
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So, we've figured out that traditional media will never play as important a part in generating business as it has in the past. However, several foundational aspects of a solid optometric practice remain the same. Let’s take a look at a few.
Recalls. A very robust recall system is most likely your biggest source of appointments. I tracked responses to recalls for several years, and found that I consistently got a 10% response rate. I developed a very robust system; we sent out postcard recalls. Why postcards? First, I always chose designs that look like they might have been sent by someone on vacation – beach scenes, skiing scenes, etc. It is not an obvious commercial pitch, and will pique their curiosity. Second, it does not have to be opened. How many envelopes do YOU toss in the trash without opening? They flip the card over, and there is the reminder. What about HIPAA? My understanding, after a careful reading, is that it IS ok with HIPAA if done right.
So, patients get this card on their recall date. For non-responding patients, they got another recall one month after the initial date; 90 days after the first mailing, then again at six months, one year, two years and three years. That is a maximum of six recalls per patient, and again, each mailing got a 10% positive recall. Send out 500 recalls, and get 50 appointments – try and get a response like that with ANY other type of marketing!
The system I am using today is not as robust, as it allows only three recalls per patient, and was very challenging to set up. Still, the phone rings off the hook when we send the letters out.
How are you doing on YOUR recall system? Is it being worked on a regular schedule? Are you tracking your responses? Do you need to enhance it or change the wording? Do you need a new approach? One practice I know of that was hit very hard by the recession is now combining mailed recalls with telephone recalls, and is having good success. I’m using my blog to spread the word to our patients. Check it out at http://www.billgregoryoptician.com/2010/12/have-your-eyes-been-recalled....
Do you have any recall pearls to share with the community?
Further resources: http://www.billgregoryoptician.com/
Facebook: Bill Gregory Optician
Follow me on Twitter at @BillGregoryLDO
Comments
Location: Rockville, MD
Posts: 77
go check out demandforce.com . The response in our office has been dramatic and recalls are simplified tremendously - many other benefits. Great stuff!
Location: Hartland, MI
Posts: 1
Alan,
Can you expand on your experience with demandforce?
Location: Rockville, MD
Posts: 77
Good day to ask! Today google just uploaded 4 demandforce patient reviews in one day and my Google Places listing jumped from 7th place to 1st place. We have recovered a handful of lost patients and have had feedback from our patients regarding how much they liked the email and text recalls - the receptionists love it as a tool as it enables them to see who opened the recall emails and, for those that haven't we know exactly who to follow up with. I am still exploring features, but the most valuable one is the patient feedback/survey they send out. I'm learning things about my practice I never knew and making things right with people who otherwise would have left dissatisfied and I wouldn't have necessarily known about it. If you have any specific questions I'm happy to answer!
Alan