The biggest marketing mistake most optometrists make is waiting until the practice schedule slows down to start advertising. Proactive marketing gives the greatest return on an investment. Successful practices market when things are good so that three to six months later when other optometrists experience a slowdown, their schedules will still be full.In the past, satisfied patients would tell their friends by word-of-mouth. With today’s technology and social media, that same information is transmitted by clicking “Like” on Facebook, sending a “re-tweet,” or clicking a link. This “word of click” has the potential to quickly extend far beyond a two-person conversation. Strong marketing strategies use “word of click” as a foundation with other supporting strategies. Here are five marketing strategies that will bring more patients into your office.
- “Word of Click” – This is the most reliable and most successful means of generating new patients to your office. “Word of click” incorporates a social media plan that allows current patients to make online recommendations to future patients. This social media approach is successful when the internal experience patients have is exceptional, so pay close attention to staff training and patient care.
- Optometry Website Company – iMatrix website company for optometry is currently the best company for generating new patients through the web. Our office has used this company for over a year. We recently upgraded our service plan to include the media package because we calculated the return on our investment has more than paid for itself. As an owner of our practice, I find it extremely important to continue to keep the associate ODs busy.
- EDDM – Every Door Direct Mailing (EDDM) is a service provided by the U.S. Postal Service. To send a mailing, sign in and choose your target zip code(s). A cover sheet is generated that is then put on the stack of postcards that need to be delivered. Our most recent EDDM included 1700 residential homes and cost about $0.17 per mailing. Click here for sample postcard for your review.
- Tangibles – This includes all the handouts that patients receive during their visit. Customizing handouts for acute care or diabetes eye exams is not difficult. A tri-fold brochure with your logo and details of your practice can be created in Photoshop by one of your associates or staff members. If you do not have anyone skilled in creating this, use a marketing company. Our practice saves thousands of dollars each year by creating our own tangibles and then using Vistaprint.com and GotPr
int.com for printing. - In-Office Communication – An important job of each doctor is communicating to patients the services your office offers. For instance, if you want patients to call when emergency eye problems arise, for a closing remark say, “As a patient of ours, you have access to our acute eye care services. We are available during office hours and in the evenings and on weekends for eye problems that you may encounter.” Training your patients to think about where to go for all their eye problems takes time and effort, but the result is practice growth for you and your associates.
Investing in marketing sometimes is tough for the optometrist CEO who doesn’t always see a direct benefit. However, today’s practice management software allows staff to track how patients found your office, making it easier to determine the effectiveness of your various marketing tools. Marketing is an essential part to a growing optometry practice’s success.
Who did you use to design or postcard for the EDDM?
I hired someone to take the photo on the front. I designed the back based on something that I had previously seen. A couple of ideas if you do not have someone at your office that could put a Photoshop image together. Hire someone at a local college in graphic design. You could most likely find someone at your church or social places you hang out at or on. Facebook your friends and see if someone has interest. The nice thing is once you have a good design then you can use it over. Hope that helps.