Office image as a determinant in the choice of an optometrist

While many offer advice on the marketing of optometric services, little research is actually reported. Many factors may influence the public's decision to choose one practice over another. Two research projects were conducted, both dealing with the question of image and public preference. One used external office appearance as the variable; the other used printed material as the variable. Six different clinical scenarios were used to determine what influence various visual "problems" might have upon the patient's choice of a practice. Results indicate that the image of a practice--represented by both the external appearance and through printed material--plays an important role in the preference of one over another. Choice is also influenced by the nature of the services being sought. When seeking services for clinical situations, the public shows a strong preference for practices imaged around comprehensive professional services. When seeking services for an optical appliance, patients are just as likely to choose a practice that promotes eyewear.