Bleything W B, Lindberg S A, Niitani C C, Kelsch T A
College of Optometry, Pacific University, Forest Grove, OR 97116.
J Am Optom Assoc. 1990 Apr;61(4):279-84.
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.
虽然有许多关于验光服务营销的建议，但实际报道的研究却很少。许多因素可能会影响公众选择一家验光机构而非另一家的决定。开展了两个研究项目，均涉及形象和公众偏好问题。一个项目将外部办公室外观作为变量；另一个项目将印刷材料作为变量。使用了六种不同的临床场景来确定各种视觉“问题”可能对患者选择验光机构产生何种影响。结果表明，验光机构的形象——由外部外观和印刷材料共同体现——在公众对一家机构优于另一家机构的偏好中起着重要作用。选择还受到所寻求服务性质的影响。在寻求临床情况的服务时，公众强烈倾向于以综合专业服务为形象的验光机构。在寻求光学器具服务时，患者同样有可能选择推广眼镜的验光机构。
