3 Ways to Differentiate Your Optometry Practice

“Strength lies in differences, not in similarities.” by Stephen R. Covey.

Based on the Jobson Optical Census of Retailers there are currently ~28,500 independent Eye Care Provider (ECP) locations operating in the US. Those 28,500 independents represent 2/3 of all the physical Brick and Mortar (BAM) locations that offer Rx eyewear for sale to their patients/customers.

In the retail landscape in the US, there are about 8,100 conventional optical chain locations in the USA selling eyewear, along with 3,900 mass merchant retail locations, 1,200 wholesale club locations, and about 900 department store locations that offer Rx eyewear to their customer.

As you can see, there are thousands of competitors around the country and the world who do exactly what you do. Copying your competitors will only make lose your identity and your competitive edge. As a result, you’ll create situations where you’re more likely to compete on price instead of value, which is not a good place to be.

Instead of looking for ways to imitate your competitors, you should find ways to differentiate your practice and give patients a reason to choose YOU.

Admittedly, trying to stand out or be different can be incredibly hard or even scary. But in business, you need to identify, embrace, and promote your differences if you want to be successful.

Here are 3 ways you can find your Unique Identifiable Difference – Unique ID for your practice.

1. What do you stand for?

The primary way to differentiate your business is to identify and build your practice around your core values. In other words, this is what you believe as a company.

Think about what your company stands for. What would you draw a line in the sand for?

For example, one of the core values in my practice is to always focus on the solution. This one alone value dictates how all patient concerns and complaints are handled. Because my team knows that their objective is to always find a mutually beneficial solution for the patient and the practice, they can resolve most issues without consulting me. That saves me much aggravation and time.

2. What makes you unique?

When looking at your competitors, what makes you different from them? Do you offer something they don’t? Is your process unique? Look for ways your company stands out.

In her book Fascinate, Sally Hogshead tells the story of a popular, high-end alcohol brand that is growing by 40% every year since 1985 despite tasting like black licorice laced with Robitussin and battery acid.

If you’re under age 45, there’s a good chance that you’ve tried Jgermeister. However, the odds are low—quite low—that you actually enjoy the taste. And that’s okay. Few people do. Yet the brand continues to grow at an astonishing rate.

If so many people actively dislike the taste, how does the company manage to sell 83 million bottles a year? It uses what makes it unique – it’s rancid taste. Jäger doesn’t succeed despite its taste, but because of it. That taste is part of the unique experience it gives the customer. What makes you unique?

3. Who is your target market?

Another way to stand out in a competitive market is to serve a very specific niche. When you narrow your niche, you’re able to better cater your services and your marketing to attract the right people.

Working in a niche market is a way to stand out from competitors, helps you establish a positive reputation, and boosts your authority as an expert in the field — ultimately attracting more patients to your practice.

To find your niche, identify passions and interests you have that can solve specific problems and needs of your patients.  Here are some examples of niche markets you probably didn’t think about:

• Gamers – Offer products and services that can protect their eyes and improve gaming performance.
• Brides – Offer cosmetic services and products that will make them even more beautiful on their special day.
• Tech Professionals – Offer services and eyewear that can protect their eyes and improve their performance at work.

Once you’ve established your Unique ID, your job is to condense it into a few words and then communicate it at every touchpoint–from your digital marketing, letterhead and marketing collateral to your website, signage, employee scripts and beyond.

Think of it this way: what makes you choose one restaurant, nail shop or cell phone over another? Chances are it’s their success in defining their Unique ID and broadcasting that message to the marketplace. Take a page from their book. You’ll get noticed and stand out from the competition faster.

Do you know what makes your company special? How do you stand out from your competitors? If you’re struggling with this, sign up for our upcoming workshop.

This workshop will help you set your practice apart by providing the tools to help you do the following:

1. Identify the top 5 core values for your practice based on what’s important to you.
2. Identify your unique definition for each core value.
3. Opportunity to work with and get feedback from your paired partner.
4. Develop a plan to communicate these values with your employees and patients.
5. Position you to achieve practice success and create life balance.

Find the Unique ID for your practice

Free image by hye-yeong from Pixabay.