1. The customer journey – Touchpoint one

2. Recognition of need and choosing an optician Touchpoint one

3. Recognition of need and choosing an optician Patient identifies ‘need’ Selection criteria Practice differentiation Marketing

4. Patient identifies need Receives reminder letter Cannot see clearly Broken spectacles Lifestyle requirements Fashion

5. Selection criteria Previous experience Recommendation / reputation Advertising & promotion Special offers Location

6. Practice differentiation High St. multiple Traditional independent Modern/specialist independent Contact lens practice

7. Marketing ‘A customer-orientated approach to business, that ensures sustainable profit.’ Six P’s  Product  Price  Promotion  Place  People  Processes

8. Marketing strategy Before deciding strategy agree objectives Minimize patient attrition Profitable practice growth Inform existing & potential customers Improve dispensing rates Increase dispensing values

9. Product & Price Mix Display Information Services

10. Promotion & Place Promotion Reminder letters Practice brochure Newsletters Public Relations Advertising  Yellow pages  Radio & TV  Newspapers Place Location Appearance Décor Merchandising

11. People & Processes People The practice team Processes Every transaction during the Customer Journey

12. Summary To ensure continued success and profitability, a practice must continually improve and monitor its performance for each of the six Ps.

13. Recognition of need and choosing an optician Action plan Spend some time as a team reviewing the way your practice promotes itself. Consider; recall letters, window displays and the use of Point-of-Sale materials. Put a plan together for the next 12 months to ensure that your practice promotes a consistent message that builds throughout the year.