Marketing Spotlight
--------------------------------------------------------------------------------
 
How to Create the Niche Practice
 With insurance reimbursement shrinking and an economy that continues to slump making ends meet and turning a profit in today's work environment continues to be problematic. Do not despair. Take advantage of these times to capitalize on the area of eye care that are underserved by your peers. This is the time to create your niche in the eye care world. Whether it be specialty contact lens, specialized optical wear, mild plastic surgery, sports vision, visual training, or specialty disease services like dry eye management this is the time to take advantage of the opportunities that everyone else is passing by. The key is to find a part of your practice that you enjoy and could be profitable. Then market your niche to your patients and the general public. Sounds simple enough and believe it or not... it is!!

Here are a few ideas.
Devote a section of your patient newsletter to your new niche. Highlight what you can do and how it differentiates you from your competition. By the way if you do not currently have a patient newsletter you may want to organize one on a quarterly basis.
Write a column for a local or neighborhood paper regarding you specialty practice.
Market your specialty to your peers. in some situations like specialty contacts or sports vision your peers may refer a patient to you rather than devote their time to an area of their practice in which they are not totally comfortable.
Market to your referral network the specialty services that you are able to provide
Ask to speak or write an article at a local chamber of commerce, rotary or other organized meeting. This is a great way to market your practice as well as develop new contacts for your practice.
Advertise a free seminar in a local newspaper that will discuss your specialty. Be sure to advertise that it is open to the public. This is another great way to get people in your door. Many times they may not be candidates for your specialty but may stay in the practice anyway.
Regardless of the option you choose the key is to start--NOW!!! Take advantage of the down time to turn your practice into a specialty practice. As many have found out, your specialty practice will reap benefits for both you and you patients alike. If your have suggestions, comments or contributions for this section please contact us!!