Marketing A Health Care Practice.

Optometrists today are able to provide a wide scope of care in the prevention, diagnosis, and treatment of eye disease along with traditional refractive services. Additionally, they may choose to specialize in a particular area of optometry such as pediatrics, low vision, or contact lenses. Often, however, the public is unaware of the services an optometrist can provide or the importance of regular eye exams. Developing and implementing a public relations program can directly benefit an optometric practice in addition to providing an educational public service. Opportunities to provide public relations include public service annowtcements (PSA's) in local publications, monthly columns in a local newspaper, patient surveys, and coverage on cable TV. Optometric service organizations and publications are another source of public relations. Participating in vision screenings or providing presentations offers the chance to distribute educational brochures that advertise an optometric practice. For those optometrists willing to make a small investment of their time, a
myriad of possibilities exist to generate positive publicity.