Every optometry journal seems to be filled with articles and advertising about the importance of meeting patients online. Digital communication is regarded as the holy grail of marketing. This overemphasis on technology may be leaving many of your patients (and potential patients) empty-handed. Unless you live in Silicone Valley, it’s likely that a large segment of your population base hasn’t adapted to technology.
I personally love using new technology, and I do everything I can–read, bank, pay for coffee, etc. by digital or “paperless” means. As a CEO, I know running an optometry practice is about meeting the patients where they are and then slowly giving them opportunities to evolve to where you want them to be. Otherwise, those patients will find someone else who understands their needs.
The most effective optometry practices will meet patients where they are by using both digital and paper.
- Newsletter – Paper newsletters are a great tool to inform patients on new technology available at the practice and who can benefit. They can also update patients on what is going on with their favorite doctors and staff. To reach the majority of your patients, this should be done both digitally and in print. Email it to all your patients and then send the paper copies to the ones on your “not so tech savvy” list. Our practice uses iMatrix which generates newsletters monthly.
The response rate for direct mail to an existing customer averages 3.4%, compared to 0.12% for email. June 2012*
- EDDM – Every Door Direct Mailing is a service by the United States Postal Service that allows you to reach potential customers near your business. You supply postcards or mailing pieces and the USPS will deliver to homes on your selected postal routes. This is one of the most untapped but effective means of marketing in a digital world. Personally, I don’t look at paper mail but my wife goes through it daily. As a mom of three children, she is also highly involved in Facebook, Pinterest, and Instagram.
A study cited in the January 2012 Ballantine white paper uncovered promising trends in consumer behavior for direct mailers: 85% of consumers sort through and read selected mailpieces each day, 75% of consumers are examining mail more closely, 40% have tried a new business after receiving direct mail.*
According to a recent survey, Americans have declared their preference for paper-based media in a digital world with 70% stating they prefer to read print and paper communications rather than reading off a screen. January 2012*
Many optometry business owners may feel the experts in marketing are leading them to abandon older methods of communicating with patients. Depending on the area of the country you live in, you may have a good argument for using only digital marketing. However, if you live in an area of the country where people still read their paper mail and pick up the local newspaper, then don’t miss the opportunity to reach them by investing in good ol’ paper. Patients are not going to change their habits because you stop sending them a paper newsletter, they will just start reading the paper newsletter from your competitor.
Resource: Chief Marketing Officer Council Worldwide (https://www.cmocouncil.org/
