eye on equipment

Marketing An On-Site Lab

Karlen McLean, ABOC, NCLC

So you have an in-office—often called on-site—lab. Be it finishing only, or surfacing and finishing, it gives you the advantage over non-lab competitors by allowing you to fabricate prescription eyewear in a timely and efficient manner.

We in the optical industry know this, but does the general public know that your practice has a lab?

The answer in many cases: No. It's time to do triage on your lab marketing, and following are some tips to get you started.

ONLINE

WEBSITE: On-site lab info is conventionally based in “services” or “about us” sections. Think outside the box and feature an on-site lab blurb, with photo for more impact, on the home page.

EMAIL: Send lab and lens updates with the message: “We can now process thin and light high-index lenses on-site in about an hour!”

SOCIAL MEDIA: Facebook lab announcement: “We are processing custom-made lenses in our state-of-the-art on-site lab…fast!”), YouTube posts (video of making a lens), and Twitter lab and lens updates and tips are a few of the ways to connect with patients and potential patients online.

EXTERNAL

MAILERS: Postcards and letters to existing patients, even hand-addressed notes to key patients, to tell them about your latest on-site lab capabilities, with a coupon for dollars or percentage off a complete pair of on-site fabricated eyewear.

ADVERTISING: At least mention your on-site lab in all your practice ads, and sometimes make your lab the primary focus of your ad, e.g., “Summer and sunwear are here: Come get a pair of sunglasses 20 percent off in about an hour!”

EDITORIAL: Write a note or drop an email to the managing editors of your local newspapers and regional magazines mentioning your on-site lab and offering to be a visual health, lab, lens, or technology contributor.

INTERNAL

VISIBLE LAB (PART OF OFFICE DESIGN): If you're able to set up or remodel your lab so that there's a window for patients to view the procedure, this acts as its own advertisement. Just make sure lab and lab personnel are always organized, neat, and tidy.

MENTION TO PATIENTS: The simple art of verbalizing the availability of your on-site lab to every patient can increase purchasing eyewear on-site as well.

MATERIALS: Office signage, including door signs, window and desk placards, waiting room brochures, and even business cards, should mention your on-site lab and its benefits, e.g., “Most prescriptions guaranteed the same day.”

LAB EVENTS/TOURS: Participants can see glasses being made. This can be part of a style show or school field trip, even its own draw as a lab/lens technology tour. EB

Clubs/organizations: Some organizations may be interested in a short presentation on vision and lab services. Check your local directory for charitable, financial, multicultural, professional, small businesses, and trade organizations and, of course, start with those of which you and your employees are members.