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Transcript
Effective Recalling: The Key to High Profitability What’s in it for me? Administrative Business • Questions • Slides • Sources • Interactivity How to join our session From a text message 37607 paulineblach081 3 Key Questions 1. Why recall? 2. What method? 3. How to implement? Tell your neighbour one thing you want to learn from this presentation. Write it down on a sticky. Why recall? De-Insured Competition Bottom line: # of Missed Full Exams x $306 = Lost $$ - Management and Business Academy for Eye Care Professionals (2012) What should we do? - vanVuuren, Roberts-Lombard, & vanTonder (2012) Marketing research says: Communication Trust Client Loyalty - Berry, L. (2001) “You’re due…” • Post cards • Letters • Emails • Text messages • Telephone Two-way communication: Makes our clients feel important Critical to developing trust - Berry, L. (2001) 3 steps to telephone recalling 1. Overcome your apprehensions 2. Help your recallers succeed 3. Increase your expectations Step 1: Overcome common apprehensions Too expensive Pesters patients Shy staff Waiting for perfect circumstances Step 3: Increase your expectations Client loyalty Educated clients Accurate database Growing database Clients prepared to purchase eyewear Conclusion Schedules Value Loyalty Communication Dialogue Call to action. References Alcon and Essilor of America Inc. (2012). Best Practices of Spectacle Lens Management. Management and Business Academy for Eyecare Professionals. Key Metrics: Assessing Optometric Practice Performance: 2012 edition, from Alcon and Essilor’s Management and Business Academy. Dilleyah, S.M. (2006). Ways to improve patient loyalty. Review of Otptometry, 143, 8-8. Berry, Leonard L. (2001). Relationship marketing of services: Growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. vanVuuren, T., Roberts-Lombard, M., & vanTonder,E. (2012). Customer satisfaction, Trust and commitment as predictors of customer loyalty within an optometric practice environment. Southern African Business Review, 16 (3), 81-96. Connect With Me! http://paulineblachford.com/ Pauline Blachford Company Canadian Journal of Optometry “ Many saw the apple fall, but Newton was the one who asked why. BERNARD BARUCH Questions? [email protected] paulineblachford.com ”
