As we enter the last months of 2024, there’s an undeniable air of uncertainty as a new president steps into office. Regardless of your political views, this shift brings anticipation, and understandably, emotions may be high. Amid this, it is best to focus on the controllable items: smooth daily operations, our team’s well-being, and delivering exceptional patient care. When we center our efforts on delivering the best patient care, we not only build lasting reputations but also secure a prosperous end to the year. May you all have a fantastic finish to 2024!
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The #EBOpticalChecklist is breaking out of each issue with a digital episode to our social channels. Join optical pro Sheena Taff as she applies these checklist items to real-world scenarios. Watch on EB’s Instagram and TikTok.
1. The first week of November is the time to start strategically reminding patients to use (or lose) their insurance benefits. Send out a marketing email (Canva offers great templates) and get ahead by queuing another one up for the first week of December. Change your phone greeting and add a website banner for increased exposure. Have the optical team follow up on outstanding estimates. Create social posts sharing helpful tips on how clients can check benefits and maximize coverage.
2. Plan Black Friday and Cyber Monday promotions. Create a “Sale” table or display to clear out stale inventory. Offer gift certificates with buying incentives (spend $90, get $100 or spend $400, get $500); this is a fantastic way for clients to lock in a promotion for future use.
3. Evaluate the performance analytics of different marketing channels. Use AI tools to make sense of the numbers. Reviewing these insights will ensure intelligent allocation of budget and resources to the most effective channels.
4. Create a festive holiday window display to catch curbside and passersby attention. Look to Pinterest or Google for creative ideas and get the team involved in the execution of the display. Film and share the process for social content.
5. Create a festive environment for clients and your team. Get everyone their own advent calendar or set up a snack bar with a good balance of festive treats and fresh, healthy snacks. Offer coffee, hot chocolate, or cookies to patients while they wait.
6. As holidays can be a stressful time, add a quick morning check-in with the team. Take 15 minutes to set intentions for the day ahead, celebrate something special from the day before, and evaluate attitudes (to quickly address any friction). This sets a positive tone for the day.
7. Plan a community outreach day. Volunteer with your team at a local charity, food bank, or animal shelter. This fosters team bonding while making a positive impact on your neighborhood during the holiday season.
8. Never underestimate the impact of last-minute “panic shopping.” Create a gift-giving guide, highlighting products that appeal to the athlete, intellect, fashionista, or tech addict. The optical is full of products that will appeal to many. Continue to promote gift cards and stocking stuffers.
9. Prepare your policies. After the excitement of holiday shopping comes the post-holiday returns. Ensure your return or exchange policy is clearly defined. Post it on your website and print terms on purchase invoices. Ensure the whole team is well versed and plan strategies for handling returns or exchanges efficiently.
10. The week between Christmas and New Year’s Day can be unproductive and unenthusiastic; get your team on board for the final push toward your sales goals. Get them pumped about finishing the year on a high note and carrying that excitement into 2025.
