Transcript Nurture and Grow your Client Database to

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
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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
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Emails
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Text
messages
•
Telephone
Two-way communication:

Makes our clients feel important
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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
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Pesters patients
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Shy staff
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Waiting for perfect circumstances
Step 3: Increase your
expectations
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Client loyalty
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Educated clients
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Accurate database
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Growing database
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Clients prepared to purchase eyewear
Conclusion
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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/
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

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
”