“You can fool all the people some of the time and some people all the time, but you cannot fool all the people all the time,” is a saying often attributed to Abraham (Honest Abe) Lincoln. It’s something well worth remembering in our dealings with patients.
I get it, you’re busy. You’ve ordered about 20 jobs just this morning, you’ve got a line of patients who are waiting for you to adjust and dispense their eyewear, and about four voicemails to return when you do happen to have a minute. I get it because I’m busy too.
Location, location, location. We’ve all heard it before: the geographical placement of your business is paramount to its success, as is understanding the demographics surrounding your dispensary. You’re a hot young OD or optician starting out in the business, or you’ve just arrived in a new city—you need to figure out the right place to put down your roots and establish an optometric dynasty that will reign supreme. How many of us have ever considered re-location, though?
What is branding? According to the Entrepreneur Small Business Encyclopedia, “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.”
It feels like I’m seeing a lot of news coverage about the measles outbreak these days, and instead of spending time being worried about that, I decided to think about something way more pleasant and also equally contagious: fun! I spend a lot of time in airports and I like to watch and notice people’s habits. Human behavior is on full display during the boarding process. Normally I like to watch the gate agent call out which zone is currently boarding and see how many people nudged in front of others to get to the front of the line to board the plane.