Dr. Elaine Happ had responded to a Review of Optometry survey about having a business plan and budget for your practice. Her response was well received by the magazine’s editorial staff, who said it was rare to find an office that actually had such a detailed strategy for the upcoming year. The editor then asked if she could do a story on Uptown Eye Care and their 2012 strategy.
In the interview Dr. Happ told Review of Optometry that Uptown Eye Care had conducted their first planning and budgeting meeting the past year, setting tangible goals and deadlines for 2011. These included: creating pediatric patient gift bags, setting a donation limit, expanding the staff section of website, rewriting the procedure manual, setting plans for staff education, and breaking down the office financials. Their second annual planning meeting was to be conducted soon, which would push the successes of 2011 forward with new marketing tactics and digital strategy implementation for 2012. These techniques included goals of: revising the clinic’s website, producing informational videos showcasing available technology, entering into social media networking, and optimizing the website to generate more organic search results and targeted leads. To help achieve these goals Uptown Eye Care hired media and marketing company OxRun, www.oxrun.com, to facilitate these new initiatives and keep the office on target to achieve its strategic goals.
Beyond expansion strategy, the article introduces readers to Dr. Gregory and Dr. Happ, office manager Melonie Carlson, and the aesthetically pleasing park-like atmosphere of the practice.
You may find a digital copy of the Women in Optometry Magazine – November 2011 issue HERE. Uptown Eye Care is featured on page 8 of the magazine, entitled, “After Years of Organic Growth, Doctors Chart More Defined Course”.
Women in Optometry is a supplement to the Review of Optometry Magazine, a production of Jobson Medical Information LLC.