Marketing Matters
Your Marketing Savvy
The following is an excerpt from Eyecare Business: Marketing and Strategy by Gary L. Moss, OD, MBA, and Peter G. Shaw-McMinn, OD

Marketing as a distinct function occupies a position of prominence in the business plan of many eyecare offices. For your practice to remain a high priority to patients, an ongoing communication program is necessary to strengthen your identity and to avoid becoming the community's "best kept secret." A well-crafted marketing program can enhance practice revenue growth, provide greater future benefits, and act as an annuity by increasing practice value.

ASSESSING YOUR MARKETING EFFECTIVENESS
Complete each sentence with the choice that is closest to your present situation.

1. I use marketing tactics and offer various ophthalmic products and services to different patient groups:

a. Never

b. On occasion

c. Frequently

2. I introduce new products and services into my practice based on:

a. The need or when business is slow

b. The arrival of salespeople who show me what is new or selling well

c. Quick action and opportunity

3. I know the likelihood of different patient groups that would use my office from identification plans:

a. Never

b. Moderately well

c. Very well

4. When I make business projections, I account for trends, technology, local economy, new products, and anticipated health reforms:

a. No, I direct my effort on my personal and present patients' needs

b. Occasionally, I plan for the long term, but mostly only this year

c. I monitor both short- and long-term opportunities and threats

5. Market research and demographic data about my area:

a. Are never obtained

b. Are obtained on an as-needed basis for specific marketing programs

c. Are obtained and monitored on a continual basis

6. When developing marketing plans, I involve staff, suppliers, and media salespeople:

a. No, I rely on my own ideas

b. Occasionally, I ask someone's opinion about my plans or I let others help

c. I make decisions only after much input and agreement among all concerned

7. My current marketing strategy is:

a. Nonexistent or ideas tried by others

b. The strategy I have used for years

c. A well-defined, changing plan supported by market research and feedback

8. Market planning at my office:

a. Occurs only when income or patient volume is down

b. Is good for occasional short intervals of six months or less

c. Is comprehensive and takes into account both short- and long-term goals

9. I monitor the cost effectiveness and results of different marketing programs I use:

a. Rarely, usually deciding to market by chance or out of desperation

b. Occasionally, if I believe something works well, I simply repeat it

c. Often, I track specific results and watch which programs work the best

10. I use available resources as effectively as possible when developing marketing programs:

a. Rarely, I am not even aware of all resources available to me

b. Occasionally, I am aware of resources, but take advantage of a handful

c. Most of the time, I take advantage of existing resources and seek out new ones