Pre-Internet, Optometrists who gave eye exams for contact lenses could count on the vast majority of patients to order their contact lenses through them, as well as ordering refills throughout the year.
Not anymore. Just like many other industries, optometrists are losing product sales to online discount companies who can undercut their prices and ship directly to customers.
One of the solutions to this is for optometrists to specifically prescribe “private label” contact lenses (you might think of them as “generic” brand but with a specific private label name put on the box) so that when customers go online to see if they can get refills cheaper somewhere else, they can’t find the brand.
This concept of private labeling can be applied to different businesses in a variety of ways, and sometimes is as simple as re-bundling a variety of products together and giving it a new name (ie, instead of selling sets of contact lenses, bundle them with a “Deluxe Eye-Care Protection Pack” of accessories that you sell as a whole…
That way, sure, your customers could search out the contact lenses somewhere else to buy, but they wouldn’t get the “deluxe” eye-care package they’d get if they purchased it from you.
This concept is one of the best ways to increase apparent value and uniqueness of a product or service… I’ve personally used it to perform “marketing miracles” for clients… don’t discount its power. 
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About Tim Gross Tim Gross is an online marketing consultant, direct response copywriter, author, and video training developer. For the latest free training videos, free advice, and additional resources, subscribe now at http://InternetMarketingCourse.com or at his blog http://TimGross.com |
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