Honestly? For me, having staff that are pleasant and get me into my appointment on time are the biggest draw to a medical office. The doctor should be competent; the nurses and the office staff should be able to let me know what information they need and when they need it, and when I need to be there.
For folks who sell glasses, having the glasses be the correct prescription and not with misapplied coatings or frames that fall apart are another big draw for me.
I really don't care about contests, newsletters, and the like. If I could get normal basic competency in the rest of the process, I'd be more than delighted. I'm going to switch optometry places the next time I need glasses becuase of their consistent rude and uncaring manner whenever I go there, like the woman who snorted when I suggested I might like to pay for my glasses now please.