The Client:

BAYFIELDS Optometry and Audiology

The Brief:

Founded in 2004 by Royston Bayfield, Bayfield’s ambition is to be recognised as the ‘Best in Town’ independent brand in key locations up and down the UK. They are successfully achieving this through their targeted acquisition strategy of smaller independent practices. 

They pride themselves on being different to the ‘in and out’ approach of high street brands, offering longer appointments so that their clients feel listened to and cared for. 

The current recall process to encourage clients to revisit the practice for their 1 or 2– year appointment has a series of sequential steps blended across channels. The desire is to optimise the efficiency and effectiveness of what is currently in operation. 

What elements of the recall process work best and for whom, and where can improvements be made in the short and long-term?. This is critical for growth and to optimise resources at the practice with the focus on driving increases to recall rates. An opportunity for repeat custom, which builds brand loyalty, customer relationship and creates the chance for upsell.

The Challenge:

The business is comprised of 54+ practices, grown organically and through acquisition. It is recognised that to continue this growth, it needs to be supported by a strong client retention and growth strategy with a focus on using the data asset to augment the revenue opportunities. 

With a client database of more than 450,000 customers, currently the value of the data is yet to be realised.

Our Approach:

By utilising all available data, TIH’s investigation focused on two perspectives:

A programme perspective – which elements do clients respond to and what are the successful triggers for client action?
A client perspective – which clients respond immediately, is there a group of clients who pre-empt the recall, do some need multiple contacts or a specific type of contact for response? 

The analysis considered all other factors that may influence a client’s longevity and value, including how their original package / payment plan influenced their long-term value. 

Our analysis included: 

• Full investigation of current impact of specific steps on the current recall programme for both NHS and private clients 

• Impact of other communications and engagement on recall and long-term value 

• Impact of initial communication and engagement post first visit on recall 

• Average client longevity and retention rates 

• New versus existing client behaviours 

• Do clients reactivate after lapsing – if so, when? 

• Review of the interaction between channel and timing on success 

• Impact of different channel of communication on success and ROI 

• Causes and rates of cancellations 

• Degree and potential of cross over between optometry and audiology at a client level (albeit the primary focus is on driving increased recall rates in optometry).

Our Findings:

• The current programme has a lot of variation with many channel combinations with huge variations in timing of contact, which have been developed and added sometimes tactically over the history of the programme. 

• Successful contact timing is dependent on which part of the programme a client is on 

• Certain combinations of channel and timing significantly improve success of recall 

• Loss of efficacy occurs with repeat contact through the same channel 

• Opportunities to improve success by biasing resource to certain critical time zones 

• Integration of marketing and recall programme improves success

Strategic recommendations:

This broadly inclusive approach to understanding value highlighted immediate opportunities for action as well as providing a base of knowledge for planned changes to the existing programmes.  

• Develop a simpler programme to structure the communications 

• Opportunity to run a multi-channel recall programme based around an individual customer’s due date, and channel preferences to drive eye exam bookings  

• Introduce a rebook loop to the programmes 

• Good opportunity to acquire from within the household