In-store events can help optometry practices boost revenue and patient relationships. Two proven options are frame trunk shows and dry eye awareness days.
A trunk show brings in a frame vendor to showcase key pieces of their collection and may include exclusive styles not normally in stock. Patients enjoy a wider selection and a fun, personalized shopping experience, while the practice can offer one-day-only discounts or bundled lens packages to drive same-day sales.
A dry eye awareness day focuses on education, diagnosis, and management options.
Consider offering complimentary dry eye/meibomian gland screenings, demonstrate in-office treatments (cash-pay, high-value services), and provide samples of artificial tears or lid hygiene products. This event not only raises awareness of a common yet underdiagnosed condition, but it also generates interest in ongoing treatment plans, product sales, and scheduling dedicated dry eye visits.
Promote both events through email, social media, and in-office signage to maximize turnout. — Christopher Lopez, OD
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