Unless your practice is located in a rural area where little or no competition exists, you're probably one of a number of eyecare options for prospective patients. So, how do you create an effective presence in the marketplace? How do you generate a public image that will set your practice apart from all the others and make prospects think of you as the best person to care for their eyes?

MAKING YOUR PRACTICE MEMORABLE

The most successful companies -- and practices -- are those that generate a clear idea about who they are, what they stand for or what they do, in the minds of their customers or prospects. This is referred to as "positioning."

To position your practice you must first determine the most appropriate image or characteristic to represent your practice. Then you must consistently use your marketing materials to equate that image or characteristic with your practice.

Here are four steps to help you accomplish this:

�       Emphasize one specific characteristic of your practice. If you ask most people to name a type of car (Ford, Dodge or Oldsmobile, for example) you'll get many different answers. But if you ask them to name a safe type of car, they'll probably think of a Volvo.
Volvo has cultivated this image for years. Its advertising specifically reinforces the idea that Volvos are safe. This has helped the company establish a solid foothold in the marketplace, because it's much easier for prospects to remember products that are specifically positioned. Likewise, patients and prospects will be most likely to remember you and your practice if you can get them to identify you with one simple, clear idea.

�       Make your message unique. It won't do you any good to position your practice as "high touch, high tech" if 20 other practices in your area already spout the same message. On the other hand, if those practices are conveying a nonspecific message, it will be much easier for you to differentiate and elevate your practice. Choose a message no one else is using.

�       Make your message relevant to the prospect. Can you think of a type of car that comes with a standard blender? Who cares? It's irrelevant to most customers' perception of the primary functions of a car. Similarly, who cares if your practice has a radio or high-definition TV in your waiting room? Are your patients going to spend most of their time there?
Make sure the thing you emphasize about your practice gets right to the heart of what your patients want.

�       Make it clear that your practice is the best choice. In addition to projecting a clear image, provide convincing reasons that the prospect should come to you. If you've done 5,000 LASIK procedures, say so. Mention your impeccable success rate, the number of patients who've achieved 20/20 vision or better, and so forth.

LEADING THE PACK

When determining your position, remember that being first is often preferable to being better. Taking the leadership position in anything forces everyone else to assume a "me-too" role.

Of course, a leadership position does have its caveats. First and foremost, you must be willing to invest time and money to educate consumers on the positioning you choose. Also, after you've educated consumers on your practice's new position, another practice may try to squeeze in on your position. (Just ask Reebok about the "athletic shoe" position.)

If this happens, take it as a compliment, and gently remind your patients and prospects that you were there first.

MAKING IT COUNT

Telling your prospects that you exist isn't sufficient. You have to make them remember you via a clear, distinct image.

So, don't just advertise. Position yourself for success.

Stanley R. Joseph has been a marketing consultant to the healthcare industry for more than 20 years. He's president of C & S Marketing Group, a leading healthcare marketing firm in Atlanta, Ga., serving a national clientele. He can be reached at (678) 443-8772