By Mark Wright, OD, FCOVD,
and Carole Burns, OD, FCOVD
Sept. 28, 2022
Your patients may perceive your practice differently than you think they do. Many companies have faced the challenge of needing to shape their customers’ perception into what they want it to be, rather than what it currently is. Here’s what practice owners can learn from how Coca-Cola successfully managed this challenge.
We watched an interesting video this past week. You can find it HERE [The Disturbing History of Coca-Cola – YouTube]. The video identifies that much of Coke’s success was due to Coke’s marketing messages – specifically, in creating a positive image in people’s minds. That’s why you see famous athletes, movie stars, and even Santa drinking Coke in commercials.
When Pepsi launched the “objective” Pepsi Challenge, which resulted in Pepsi sales going up and Coke sales going down, Coke responded with New Coke, which was a horrible disaster. Objectively, New Coke tasted better than Pepsi, but Coke drinkers rebelled.
It took Coke to respond with Classic Coke for it to turn around marketplace success. Classic Coke was a huge success. Coke focused on the reintroduction of Classic Coke as a loyalty move. The focus of the marketing was loyalty, not taste. Subjective feelings versus objective results. Interesting.
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How does this information impact an eyecare practice? The real question here is focused on our patients’ perception. What perception do your patients and your potential patients have about your practice? Objectively, we are all selling the same products – contact lenses and glasses. Even within the same companies (e.g.: pick two: Johnson & Johnson and Essilor) there are high performers and low performers.
To put it another way, are you trying to compete on the Pepsi Challenge or by creating positive images in people’s minds? We offer that the lesson from Coke’s marketing is that it’s the patients’ perception that truly matters.
Here are some things you need to know about perception.
First, let’s start with a definition. “Customer perception is the opinions, feelings and beliefs customers have about your brand. It plays an important role in building customer loyalty and retention, as well as brand reputation and awareness.”i
Eighty-one percent of people state that they’ll only buy from a brand they find trustworthy. Eighty-one percent is a big number, so we need to explore this. What are the top two ways that people develop trust? Social media and consistent delivery.
Social Media
Word-of-mouth is still the best way to get new patients. Today, word-of-mouth comes from more places than just over the lunch table at work. The best recommendation for your practice comes when your current patients are telling people on social media, and through daily conversations, about your practice.
What marketing campaigns are you currently running to get your patients to tell people on social media how great your practice is?
Consistent Delivery
When you deliver what you promised, trust is developed. Likewise, when you don’t deliver what you promised, trust is broken. Since broken trust may never be repaired, it is important to never break someone’s trust. Online reviews can either make or break your practice. Negative reviews can drive people away from your practice.
87 percent of patients will share great experiences with others.
95 percent of patients will share bad experiences.
Is your delivery of services and goods consistent with every patient? Do you measure this?
Where to Start
So, how can you know what patients’ perceptions are about your practice? You have to ask. Create a simple three-question survey for the next 100 patients who come through your practice doors. Here are the questions to ask:
1. Based on the care and services you received today, how likely are you to refer a friend or family member to this practice? 0 = Never, 10 = Absolutely, yes
0 1 2 3 4 5 6 7 8 9 10
2. What one change would make our practice better?
3. What is your impression of the fees in this practice? Check the answer below that most reflects your impression.
o Too high
o About right
o Too low
Another way to ask is using social media listening. Social media listening is about using website engagement tools that allow you to analyze how patients talk about your practice online. You can find the best website engagement tools HERE [The 21 Best Website Engagement Tools to Win Customer Attention [Updated] (gettalkative.com)].
To get the best result, it is always a good idea to actively manage the perceptions patients have about your practice rather than to just let it evolve. Use this week to find out what perceptions patients have about your practice and put in place a strategy to take control. Always remember that what matters is not what you think about your practice, but what your current and potential patients perceive about your practice. Perception is reality.
References
i. Customer perception: Definition, importance & how to improve it (zendesk.com)
