Internal vs. External Marketing For The Michigan Optometrist.

Background: The goal of marketing should is to attract new customers by promising
superior value and to retain current customers by delivering satisfaction. There are many
tools and strategies to become successful at marketing, but there exists discrepancies
between the importance of internal vs. external marketing, and the amount of gross
revenue to be expended. This study was conducted to answer questions on which type of
marketing Michigan optometrists find most valuable. Methods: An anonymous survey of Michigan optometrists was conducted concerning modes and opinions of internal vs. external marketing and percentage of gross revenue expended. Results: According to this study's results, 71.1% of Michigan optometrists believe they are spending a sufficient amount of their annual gross revenue on marketing. Out of this group, 82.5% are spending 1-5%. 88.7% ofMichigan optometrists value internal marketing over external. It is concluded that marketing trends among Michigan optometrists agree with most
literature dealing with budget, types, and strategies.