Jill Showalter, OD, of EyeDoctors. in Vienna, West Virginia, shares success strategies in differentiating her services and marketing her dry eye specialty. Key points:
- Recognize that a wide swath of your patient base can benefit from dry eye treatment.
- Create a concierge-like environment that tells patients this is a differentiated experience.
- Marketing by word-of-mouth and professional recommendation work best.
- Do not stock eyewear; this is a barrier to referrals from other ODs.
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