Eyecare Business Marketing and Strategy Gary L. Moss, Peter Shaw-McMinn: Butterworth-Heinemann, 2001, 339 pp., $45.00.
This is a one-of-a-kind business text that is designed to assist the eye care practitioner in developing the knowledge and skill set needed to succeed in today’s marketplace. By utilizing tried and true marketing principles and applying them to the specifics of eye care services and products, the authors have created a one-stop resource for the eye care practitioner. The topics covered in the 11 chapters include creating your practice identity, marketing goals and objectives, analyzing market opportunities, identifying and targeting patients, building long-term relationships, managing the marketing mix, understanding patient satisfaction, formulating your marketing and business strategy, implementing and controlling your plan, new marketing technology and marketing and valuing the eye care practice for sale.
Each chapter takes the reader through a business strategy and the how-to's of applying the strategy to the eye care practice. This is done through the use of self-assessment exams, applicable case studies, and clinical examples. The most useful aspect is the Action Plan for Eye Care Practitioners at the end of the chapter. The authors provide a step-by-step approach to apply the principles involved and help effect positive change for the practice.
I found this text to be a valuable reference for the practitioner and I believe the student will find the information and format to be quite useful.
Guest Reviewer: Dr. Greg Luce
Murrayhill Eye Care
Pacific University College of Optometry