Convey the need but don't forget the fun

Key Points

Today's successful physicians not only understand the role of branding in the practice management mix but also realize that establishing, burnishing, and communicating the practice's positioning is essential.

Although the news media have done an admirable job of informing consumers about the harmful effects of the sun, your patients need to hear your professional advice on proper UV protection.

As a physician in private practice, how can you benefit from this phenomenon? A concerted patient education effort, designed to explain the danger posed by summer sun, can help ensure that patients and their families get the UV protection they need from you. This education can be a pillar of your practice positioning as you strive to communicate your brand to the universe of current and prospective patients.

Essential to the successful marketing of sunwear is a blend of messages. True, sunglasses protect the eyes from the harmful effects of the sun and are invaluable for outdoor activities.

In terms of techniques, physicians can convey UV messaging to patients in a variety of ways. Even in today's Internet-oriented society, the power of printed words on paper remains unsurpassed. In fact, the Sunglass Association of America, in conjunction with the Vision Council of America, offers a free, four-color booklet, Sun Smart-Hot Tips for Cool Shades, as part of its ongoing consumer education effort. The booklet provides consumer-friendly tips on sunglass protection, performance, and fashion trends. It not only can help amplify in-office eye care practitioner messaging but also can enable consumers to make informed choices this spring and summer. (Go to http://www.sunglassassociation.com/ to get copies of the booklet for your office.)

Your patients are seeing on the pages of newspapers and magazines, and in numerous televised lifestyle and entertainment programs, some of the most stylish, feature-laden, and high-value sunglasses ever offered.