Optometry Brand Proposition Strategy

An Optometry brand proposition summarises why a patient should visit a specific Optometrist or buy a specific brand, product, or service. It is the result of combining the brand’s functional, social, and emotional benefits that convince a potential patient that your Optometry services will fit their needs or please them better than your competitor’s offerings will. The brand proposition should not be confused with positioning. The latter relates to the brand position in the market relative to another brand in the market rather than a certain proposition to the patient.
The strategy to generate commercial growth through marketing your brand proposition relies on three factors that include customer relevance, competitive differentiation, and practice authenticity. And each patient segment will attach different weight to each of these factors.
Customer relevance: is obtained through understanding the patient segments and needs. You should understand that a brand appears to be attractive to the patient’s need and job to be done. Patients’ needs and jobs to be done change over time therefore it is a part of marketing to make sure that the brand remains relevant to their changing needs.
Competitive differentiation: Several brands may be relevant to the patient so differentiating what your practice will offer compared with competing practices is critical. Always highlight what differentiates you from other practices and get your message across; it helps separate your message from the bulk of other messages that communicate the same services and product category.
Practice authenticity: being able to stay relevant to customers and differentiate your practice from the competition is not enough. The brand proposition that your practice communicates should be authentic. Authenticity should be perceived from the patient outside and the staff inside. Without authenticity, the brand proposition you communicate can never be trusted. Proven expertise in a procedure you perform will help establish credibility. Inauthentic behavior is quickly spotted with today’s speed of communication and the reliance on digital reviews in purchase decision-making. Authenticity also relates to what services your practice excels at. You can be known for providing comprehensive eye health and vision exams but no record shows you’re a specialty lens practitioner. Practice authenticity is similar to the brand’s DNA which is at the core of the brand’s proposition and does not change with replacements of personnel or staff.
If your practice sticks to the core of the brand’s proposition you can build any product and adapt to the patient’s needs without being dependent on specific employees.