A Survey Of Michigan Optometrists' Marketing Techniques For Promotion Of Their Practice.

Background: This study provides useful information about the various forms of advertising Michigan optometrists are utilizing to promote their practices, and which of these forms have been most successful for them. This project analyzed many different modes of advertising including yellow pages, websites, recall systems etc. and the percent of the gross revenue spent on each individual strategy. Another addition to the information analyzed in this study was the specific promotion strategies used by optometrists who have recently taken a partner into their practice.
Methods: A survey was mailed out to 120 Michigan optometrists found through the Michigan Optometric Association website. The survey consisted of 13 multiple choice questions and one essay question specifically to be answered by those who have taken a partner into their practice.
Results: Based on the results of this study, it was determined that the vast majority of optometrists administer a recall system as their primary source of internal marketing and use the newspaper as their dominant external promotion mode. Most optometrists have a small advertisement in the yellow pages. However, over half of those who do not currently have an advertisement, used to have an advertisement but terminated it because it was either too expensive or they were not getting the desired results. The vast majority of optometrists report that word of mouth is by far the most effective promotion their practice has received.
Conclusions: Michigan optometrists utilize a wide variety of different practice promotion strategies. However, this study proves that certain strategies are used more frequently and with more success by the majority of optometrists.