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Reaching Out to Kids

Karlen McLean, ABOC, NCLC

While we didn't see many kids or families at our South Florida practice, our primary focus—next to vision correction, of course—was to protect eyes from UV and glare.

Back then, standard plastic lenses often didn't come with UV treatment, so we provided this service gratis to our clientele. It helped position us as a valuable, professional, and caring resource. We told them the best protection from UV rays was (and still is) using UV-blocking sunglasses, a wide-brimmed hat, and now, UV-blocking contact lenses.

Many of the kids we saw were the children of employees of a business with which we had an industrial safety eyewear account. We would fit them with safety glasses, and often, at least one everyday pair.

While there wasn't necessarily a bunch of bucks in safety glasses, second-pair sales and getting an entire family as patients were worth the narrow safety eyewear margins.

We also observed the transition of the neighborhood from mostly retirees to families. We regularly drove in a five-mile radius, and over time witnessed the change from porch swings to swing-sets. As a result of that “drive-around policy,” our marketing moved from boomer to family, including outreach to kids.

REACH OUT

Here are several workable ways you can create and implement grass-roots kids' outreach.

1. Design a short,15- to 30-minute PowerPoint program geared toward kids. Keep it simple, colorful, and fun.

Look to industry sources like lens manufacturers, labs, The Vision Council, and Prevent Blindness America for information and handout materials. Items such as boxed crayons and balloons with the practice name can be a good investment.

2. Make lists of your targets: day-care facilities, schools, libraries, even clubs such as the Lions and Rotary, and area businesses.

3. Create a letter highlighting the main points of your presentation and mail and email it to the correct contact person of your targets.

4. Offer vision screenings, risk assessments, and eye health education segments to local schools. A school nurse is good initial contact. Early March and October are the best times to reach out as they typically have more time to devote to extracurricular activities.

5. Keep records of all contacts and take notes on all interactions. Be sure to follow up after two weeks. Remember, you are providing a service, not selling anything. EB

Senior editor Karlen McLean has been in the optical industry for 35 years. She has spent half of that time in the dispensary. In this monthly column, Karlen shares her own experiences, and hopes you'll share yours. Contact her via email at Karlen.McLean@wolterskluwer.com or online at facebook.com/eyecarebusiness.