Much Ado About Contacts
Contact lens sales are tough! It’s a struggle to compete and many practices find that they don’t sell as much as they want to, in the quantities that they would like. But, of course, there is a certain convenience to getting contact lenses through your practice. And there are a few tricks of the trade that you can do to maximize your sales of a year’s supply of contact lenses. Here are our top three strategies.
1. Rebrand the Manufacturer’s Rebate
Lots of the top contact lens brands provide attractive rebates for a year’s supply. While your patients can probably go elsewhere—or even manage the rebate themselves in some cases—there’s no reason you can’t own it and make it yours. Brand it as your own! In the office, on social media, on your website, PPC if applicable, and in your email blasts to patients, announce that you offer x-$ rebate off x-brand of contact lenses. Even if it’s a general rebate, no need to mention that part.
2. Incentivize Intelligently
Obviously, any incentive needs to work within what are already slender margins. But that doesn’t mean you can’t get creative. You may not be able to compete with large online vendors or big box stores, but it always helps if people can receive something extra with their purchase. For example, you could promote a sale on a year’s supply of contact lenses with a specific percentage or dollar value off…
- select plano sunglasses
- a select line of discontinued frames for backup specs — maybe those ones that you were hoping to clear out anyway…
- the cost of an eye exam or fitting
These incentives should only be available on a year’s supply, so make sure to reiterate that when talking to patients.
Want to learn more about running promotions on Facebook? Check this out!
3. Offer Financing
For a more cash-strapped audience, simply offering payment services, such as CareCredit, allows you to present the contact purchase as something which can be broken up into manageable payments. It’s all about making the sale as attractive, convenient, and feasible as possible to the patient. A little thought into how you sell contacts can go a long way into, well, selling them!
Want to learn more about boosting your online presence and your optical sales? Talk to us. It’s our mission to help practices just like yours scale up and increase revenue. Exceeding expectations is our forte.
Want to learn more about the tools and strategies to build a powerful online presence? EyeCarePro and GPN Technologies have teamed up to help you supercharge your growth with a one hour webinar June 18 at 2pm EST. We’ll cover key techniques and strategies, both online and in the lane, that you can use to improve results and scale up your practice.
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