May 31
0

White Space is not Wasted Space

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White Space in Design

In design white space is defined as negative space, or the absence of content. Essentially, we see white space as the space between photos, text and other elements. Although, many consider white space to be wasted real estate, it is important to remember that it should be regarded as an active design element. Integrating white space in design creates the feeling of sophistication, allows for clear content prioritization, and is essential for a visually appealing layout.

Feeling of Sophistication

A generous amount of whitespace can contribute to a high-end brand position. For example: This automotive website has a clear and engaging brand message. The use of a large amount of white space created with color, images and minimal content makes this car look more high-end.

 

Focus is on Content

A cluttered layout is unattractive and doesn’t make viewers want to read the content. Studies have shown that white space actually improves reading comprehension. For example: This billboard uses white space to improve readability so that the content is clear as viewers drive by it.

Providing Balance

White space supports the visual integrity of a layout because it helps to prioritize content. It will actually guide your eyes from one point to another around a printed page or website. For example: This brochure does a nice job of using white space to guide the reader through the content.

We understand, first hand, that it’s often tempting to fill up every inch of space in a brochure, on a business card, or a website. Companies have a lot to say about themselves and services. But quite frankly, cluttering up printed layouts or websites won’t make marketing efforts more effective. It could communicate a message about your brand that is not positive.

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Consider keeping your layouts or websites focused on key elements (i.e. content and photos) and leave plenty of white space to allow for sophistication, clear legibility with focus on your content, and a balance that will guide your viewers effortlessly.

Is your overall brand cluttered? Contact us today to find out how we can bring balance into your brand and overall marketing message.

 

May 31
0

Trending in Design: Bold Color Palettes

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Traditionally, brands follow a strict set of guidelines, especially when it comes to using a color palette. But with today’s competition the effort to be heard over all the buzz online and in stores has pushed companies to find bolder ways to get their brand to stand out from everything else. More and more companies are integrating multiple brand color schemes, and finding major success in response.

Spotify started adopting this change in branding a few years ago across all marketing efforts and brand standards. They found inspiration from diving into music history. In fact, designs from album covers from the 60’s influenced the duotone graphics they are so well known for today.

Ebay defined a new language for user experiences. They released the logo from its four-color treatment, designing a system where the logo could become a symbol of how diverse ebay is.

Spotify does a nice job of balancing color palettes when applying this trend. They don’t complicate it with endless color combinations and use this simplicity to allow their messaging to take the spotlight. Ebay has the best execution with this treand. Their guidelines supply a grid system and mood color palette options for a more modern twist. One thing these two companies do well with this trend is that they have created a diverse brand that has allowed their logos to become symbols, all while standing out in a vast sea of marketing efforts on digital platforms and more.

Is your brand getting lost in the sea of marketing in your area? Contact us today to find out how we can bring your brand into the digital age.

May 11
0

I hate to tell you but… your scheduling template isn’t working.

By | Consulting | No Comments

Long patient wait times.
Grumpy and overworked staff.
Poor surgery conversions.

I hate to tell you, but the problem might be with your scheduling template. It’s often the source of frustration and yet the one thing practices dread adjusting. But, if things  aren’t running smoothly, it’s probably because we didn’t set ourselves for success in the first place.

Make the schedule work for your practice… not your patients. If a patient wants an appointment, you determine when you can fit them in… not the other way around. It’s like a puzzle, when the pieces fit, they fit. We don’t want to try and stuff pieces into a space that clearly isn’t going to give us the prettiest picture.

Group appointments together. Cataract evals, with cataract evals, LASIK exams with LASIK exams. People like seeing other patients that are similar to them. If your LASIK patient, is only seeing 60-70 year old patients in the waiting room with them, are they really going to think your practice is THEplace for LASK?

Plus, when you group your like-minded appointments together, It helps your staff and your technicians get into a flow and routine. This can also be helpful when identifying if you staff is truly overworked, or if they are just mis-managed.

Move medical appointments to the morning. If stuck in the middle of your day, they can often be time-suckers, you can never get back on track from. I.e. long patient wait times and unhappy patients.

Long-wait times caused by an inefficient schedule, can inevitably bring down your conversions as well. Often times patients meet with a counselor toward the end of an appointment to discuss surgery dates or options. If your running behind, not only is the patient irritated, but sometimes leave before you can further discuss what was evaluated. We spend the majority of our time getting to this point, and then miss our opportunity because of staff and scheduling inefficacies.

Want to see your practice with fresh eyes? Inquire about an on-site practice assessment!

May 11
0

Turning a Review into a Referral

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Word of mouth referrals are crucial, yet so often practices find themselves with low referral numbers and growing marketing budgets, to make up for the missing patient brand ambassadors we covet. Maybe it’s the experience in the office, or lack thereof, that is causing referral numbers to drop. In which case, stop reading this, reevaluate, and maybe sign up for an on-site practice assessment to find ways to improve.

But if it’s not the experience, more often than not, your referral numbers are dropping because you’ve lost the determination to remain relevant and top of mind in a patients mind. In ophthalmology, we are blessed with providing patients with a gift so great, most patients want to shout it from the rooftops, but we are too scared to ask for anything in return.

Simply asking for a review is not only imperative to keep your volume numbers growing, but it also super-charges your current referral efforts to new heights. Think about the following:

  1. If first you don’t succeed, try, try again. Ask for a review, then re-ask and then ask again. Incorporating reminder systems into text and email platforms to remain top of mind is needed, if we are going to meet the challenge of drowning out the possibility of negative reviews.
  2. 41% of people said social media would affect their choice of a specific doctor hospital or medical facility. If we aren’t asking for reviews to make sure our social media presence is meeting patient’s expectations, we are losing the chance for a patient review to turn into a patient referral.
  3. Capturing a video review from a current patient, could mean hundreds of new patients get questions to answers, they were missing, when posted online. Capitalize on the individualism of patients, their hobbies, jobs, interest and use those to reach like-minded people. I guarantee you the struggles that busy mom overcame about getting LASIK, is a feeling many moms may be having. Hearing that from someone in the same-position, is like hearing it from a “friend” first-hand.

Think you have got it all down? Take our on-line practice assessment and see how you rank!

Mar 14
0

Looking to Grow Premium IOL Volume?

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Eyemax Refractive Group’s Pennsylvania-Based Client Increases Femto and Refractive Cataract Package Upgrades by 56% using Strategic Partnership

An ophthalmology practice based in Pennsylvania, that recently acquired a femtosecond laser for cataract surgery, was frustrated with low premium conversions. Working with Eyemax, they were able to establish benchmarks, track and measure results, and improve patient processes and education, that in turn increased conversions and revenue.

Selling the Benefits Not the Features

After a thorough evaluation, Eyemax recognized that the counseling and scheduling process needed to be modified in order to highlight the benefits of the technology versus the features. By identifying that each patient would attribute different benefits based on lifestyle and preference, the counseling staff personalized each exam with considerations to lifestyle, activity level, and employment or hobbies.

Using Tools to Build Credibility

While altering the overall flow and implementing a training process to serve the patient’s needs, branded collateral pieces were also created to better educate the patient, not only during the exam, but also beforehand. This pre education process was crucial for the ultimate success.

Measured Results

In the first few months after implementing Eyemax’s consulting and branding strategies, this practice improved their premium conversions with femto and premium IOLs by 22%. Within 12 months, they improved by 49% and since the beginning of the program almost two years ago, they have improved their overall conversions by 56%. They have now sustained an over 80% conversion rate into premium cataract surgery packages, and are excited to work with Eyemax to improve their volume for other refractive services.