AE May/June 2021 Vol 30 No 3 - 33

Figure 3

This screenshot from Mittleman Eye's homepage demonstrates how infographics can inform and build trust.

and websites in Mittleman's print advertising-a quite
literal definition of " customer experience as marketing. "
When patients arrive at a clinic, they must encounter the environment and quality of services promised
in online reviews or by friends and family members.
During the pandemic, an added expectation became
clear evidence of safety and sanitation procedures.
" You see, in general, so much distrust, whether
in the grocery store or the eye doctor. Everything is
more scrutinized than before, " says Read, whose front
office staff had always prioritized cleanliness. But now
cleanliness is being noticed. " Patients are much more
woke; they'll comment on how we're sanitizing areas in
the front of the office and we say or think to ourselves,
'actually, we've always done this.' "
Glatts says Mittleman Eye has also emphasized a
commitment to safety. " We educate patients about
what they'll see when they get upstairs; and our techs
wipe down everything in front of them. " While it
might immediately appear obvious, how facilities are
maintained and how customers are greeted impacts
marketing. Naturally, then, marketing effectively also
involves training and customer service.
CUSTOMER EXPERIENCE AS MARKETING
In the world of web development and design, user
experience is perhaps the biggest and most important
buzzword; it's also referred to as UX. Taking a nod
from that concept, the term " customer experience " is
becoming more widely referred to as CX. Keep an eye
on these two letters; it's certainly not a new concept,
but it's a new way of saying it.
We already live in a time of technological disruption
and, amid a pandemic, it's also become a period of
uncertainty. Things are fluid, changing every day. What's
certain, though, is that we're likely to see lingering
effects of COVID-19 on ophthalmology practices. The
American Marketing Association reports that more than
70% of consumers say " they intend to permanently
adopt much of their pandemic-friendly behavior, such

as online shopping, home fitness, and streaming video. "
When this comes to ophthalmic practices, maybe healthcare in general, it means continued attention to patient
safety. Read, of Wheaton Eye, believes curbside service
is here to stay for the foreseeable future, even after the
pandemic begins to wind down.
" People still might be leery for a long time, and we
can say, 'Here's something we can do for you,' " says
Read. Her words ring true to Jones's #3 common need:
Allow the customer to feel in control.
Glatts agrees that keeping patients' needs front and
center in all practice messaging is here to stay: " We
want to continue to provide reassurance that it's OK to
come to the doctor. " AE
Donna Talarico (donnatalarico@gmail.com) is a
writer, content marketing consultant, and
literary magazine publisher from Lancaster, Pa.

IN A BLINK
* Be intentional about every paid or organic
marketing effort: Does it align with one
of the Five Essential Needs and/or your
practice's mission and values?
* Provide patients with an easy, user-friendly
way to give feedback; consider asking them
directly for referrals.
* Communicate internal changes to all
employees; unified messaging helps build
trust and credibility.

www.asoa.org // AE

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http://www.asoa.org

AE May/June 2021 Vol 30 No 3

Table of Contents for the Digital Edition of AE May/June 2021 Vol 30 No 3

AE May/June 2021 Vol 30 No 3 - Cover1
AE May/June 2021 Vol 30 No 3 - Cover2
AE May/June 2021 Vol 30 No 3 - 1
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https://www.nxtbook.com/ygsreprints/ASOA/ae-may-june-2021-vol-30-no-3
https://www.nxtbook.com/ygsreprints/ASOA/ae-march-april-2021-vol-30-no-2
https://www.nxtbook.com/ygsreprints/ASOA/ae-january-february-2021-vol-30-no-1
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_sept_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_july_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_may_jun_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_mar_apr_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_jan_feb_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec19
https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct19
https://www.nxtbook.com/ygsreprints/ASOA/g107843_ae_julyaug19
https://www.nxtbook.com/ygsreprints/ASOA/g105962_ae_mayjun19
https://www.nxtbook.com/ygsreprints/ASOA/g104576_ae_marapr19
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https://www.nxtbook.com/ygsreprints/ASOA/g96528_ae_julyaugust18
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https://www.nxtbook.com/ygsreprints/ASOA/g89361_ae_janfeb18
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https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct16
https://www.nxtbook.com/ygsreprints/ASOA/ae_julaug16
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb16
https://www.nxtbook.com/ygsreprints/ASOA/ae_novdec15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct15
https://www.nxtbook.com/ygsreprints/APTA/g52750_apta_25ada
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julyaug2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_novdec14
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct14_AE
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julaug14
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MayJunAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MarAprAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_JanFebAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_no4eZine
https://www.nxtbook.com/ygsreprints/ASOA/asoa_fall_2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no3_ezine
https://www.nxtbook.com/ygsreprints/ASOA/asoa/asoa_summer_2013
https://www.nxtbook.com/ygsreprints/ASOA/ehr_cust_survey_Apr2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no2_2013_ezine
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