A Different Kind of Thanksgiving Message
As I travel around the country speaking to private-practice optometrists and their teams, I often discuss branding, markets, and market share. Ours is a dynamic world, with killer competition coming from multiple fronts. Competition for the private ECP is increasing. They must deal with messaging from big box retailers, vision plans, private equity consolidators and […]
The Meaning of “Discount”
Discount. According to Webster’s the word has many meanings. But generally, when we think of the word as it relates to our industry, it’s “to offer for sale at a reduced price.” In both the retail and the b2b world, a discount generally is provided in exchange for something of value to the provider. For […]
Tom Sullivan Joins Business of Eyecare Forum
World-renowned speaker, musician and entertainer Tom Sullivan joins the Business of Eyecare Forum tour as a special presenter.
We Have Seen the Enemy…
Discount. According to Webster’s the word has many meanings. But generally, when we think of the word as it relates to our industry, it’s “to offer for sale at a reduced price.” In both the retail and the B2B world, a discount generally is provided in exchange for something of value to the provider. For […]
You Can Judge a Book by its Cover
In a recent study conducted by our firm of the members of Cleinman Performance Network, we identified that those practices that invest in marketing dramatically outperform those that do not. While the detailed results of this survey are exclusively available to members of the Network, the bottom line is that the diference between the two groups, […]
What do you Sell?
I often tell my clients that “marketing is everything…our products, how we walk, how we talk, our facilities, our people…indeed everything we do.” With entirely new channels of communication opening daily and marketing at the speed of thought, the job of marketer is changing rapidly. The folks at McKinsey have provided a great read on how marketing has evolved to be our actual product. […]
What Words Should You Use?
In English, as with many other languages, the same word can mean many different things. As just one example, the word "set" has over 450 meanings in the Oxford dictionary. Words like run (396), go (368) and take (343) also have many, many meanings. Likewise, subtle changes in our languaging of marketing messages can have a […]
I Can’t Get “You” Down the Street
As I travel around the country, presenting workshops at our Business of Eyecare Forum programs, I often speak about the importance of building your brand. Your competitors all provide exams, frames, lenses and contacts. What will set you apart is not any of these, but your unique patient experience. Developing a logo and presenting an empty promise […]