Effectiveness Of Advertising Methods And Satisfaction With Results Amongst Optometrists In Michigan By Mail-In Survey

Background: This research study explores the methods used by optometrists in the state of Michigan to advertise their practices and the services offered there. Previous studies have focused on how widespread certain types of advertising are, but do not focus on the satisfaction with it or the resulting effect on business. This useful data provides us with more information on what forms of advertising have the most value and where to procure such advertising. Methods: The study was completed by sending questionnaires to selected optometrists in the different regions of Michigan, as defined by the Michigan Optometric Association (MOA). Expected return of surveys was 30%. The questionnaire detailed different methods of advertising used, who produced it, how easy it was to convey what optometry does to someone outside the profession (if outsourcing was used), expected results of advertising and how happy people were with the final product, and the effect the advertising had on the business. Results: The majority of responders are self-employed males. They selected Word-of-mouth as the top method of advertising. Most responders self-created their chosen advertising, and most would chose to produce advertising the same in the future. A majority felt their revenue or patient base increased due to the advertising. Conclusions: Word-of-mouth is viewed as the top method of advertising and most responders agree it generated increases in patients and revenue. Results also revealed that optometrists in Michigan are not tracking their advertising expenditures and resultant revenue changes effectively.