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Digital Marketing TIPS By Daniel Rostenne: SMS Marketing

Digital Marketing TIPS By Daniel Rostenne: SMS Marketing

Get Ready to Use SMS Marketing to Connect to Patients Looking to shake things up and really engage your patients? Take your marketing off the screen (or the paper) with a live, in-person event. Think out-of-the-box – beyond trunk shows – to create an event that benefits your patients, strengthens your relationships and highlights your expertise.   We have recently helped a number of clients launch successful optometric events such as glaucoma screenings and dry eye day events. These events can lead to higher profits per patient by promoting exams or procedures that cost more than standard services. A lot of strategy and planning goes into these events but they can have a huge impact on your practice by enhancing community involvement, creating awareness and building trust with your patients. Events can be focused on products or services you offer at your practice or serve to build awareness about a particular eye health issue. Choose a topic that is relevant to your patient base and check the calendar well to ensure you select a date that is free from conflicts with holidays or local events. Targeted vs. Public Events One of the decisions you need to make in planning...
Get Personal With Event Marketing

Get Personal With Event Marketing

Get Personal With Event Marketing Looking to shake things up and really engage your patients? Take your marketing off the screen (or the paper) with a live, in-person event. Think out-of-the-box – beyond trunk shows – to create an event that benefits your patients, strengthens your relationships and highlights your expertise.   We have recently helped a number of clients launch successful optometric events such as glaucoma screenings and dry eye day events. These events can lead to higher profits per patient by promoting exams or procedures that cost more than standard services. A lot of strategy and planning goes into these events but they can have a huge impact on your practice by enhancing community involvement, creating awareness and building trust with your patients. Events can be focused on products or services you offer at your practice or serve to build awareness about a particular eye health issue. Choose a topic that is relevant to your patient base and check the calendar well to ensure you select a date that is free from conflicts with holidays or local events. Targeted vs. Public Events One of the decisions you need to make in planning an event is how exclusive...
How To Be The Local EyeCare Superhero

How To Be The Local EyeCare Superhero

How To Be The Local EyeCare Superhero I’ve said it before, but it’s worth saying again – specialty marketing can take your practice in a whole new direction and bring in tons of revenue. The goal of specialty marketing is to differentiate your practice from the local pack and to draw attention to your practice expertise.  In fact, we have found that practices that promote an expertise attract more patients than those without – even for general optometry.  This is likely because they are respected as and perceived to be experts in eyecare in general.  In fact if you do it well enough, (and really practice what you preach) you can even get other ODs referring to you, because they will also consider you the local expert. Whether you specialize in specialty contact lens fitting, dry eye treatment, vision therapy, low vision or even high end eyewear, you create a unique niche for your practice when you focus your marketing on what makes you stand out. Here are some of the key aspects of specialty marketing that you should incorporate into a campaign to establish your expertise: Web Content Include content about your specialty in a central location on your homepage and...
Filed in: Editorial, Marketing
Is Your Practice Marketing Hurting Your Web Traffic?

Is Your Practice Marketing Hurting Your Web Traffic?

Is Your Website Marketing Hurting Your Traffic? A patient on a cellphone looking for your office hours clicks on your website from Google search results and upon arriving to your homepage an ad pops-up, blocking all of the content on the homepage.  While you think this is a great way to force the visitor to pay attention to your message, it can be pretty frustrating and intrusive for the patient who has different information on his agenda. This form of interruption marketing is called an interstitial ad and Google is cracking down on this type of ad because it hurts the user experience. Consequently, this month Google rolled out an “intrusive mobile interstitial penalty” which will penalize website ranking for sites that use this tactic in order to reduce this type of intrusive advertising for mobile users. The goal of the penalty is to prevent website managers from withholding visitors easy access to the content they seek on a mobile search. How does this penalty play out? Firstly, the penalty only applies to interstitials that appear in the direct path of a Google mobile search result that leads to specific website page.  This means that it will not affect interstitials that...
Rev up Your Practice Social Media in 2017!

Rev up Your Practice Social Media in 2017!

2016 may have been the year of so-so social media for your practice but that ends today. In 2017 you can boost your social media marketing, creating more engagement and exposure for your practice page.    The greatest and easiest source of Facebook engagement is sitting right under your nose… your practice staff! Your staff consists of local individuals with local friends – all of whom can and should be customers.  You can use this resource to tap into this local network by making your staff the stars!   Highlight different staff members with tags and ask them to share the posts and soon your staff stars will spread your practice name throughout their personal Facebook networks.  The best news is, this can be a very quick and easy strategy. Simply create a list of “get to know you” questions and give it to each of your staff members.  Include questions of personal interest such as, “Do you have a nickname? Where/how did you get it?  Where did you grow up? Any interesting story about your hometown or your early years?  Hobbies, pets, favorite patient story…”  You can get creative and ask leading questions that will provoke interesting or funny stories...
BLACKFIN – SKY’S THE LIMIT

BLACKFIN – SKY’S THE LIMIT

THE NEW 2017 COMMUNICATIONS CAMPAIGN An altitude of 3000 meters, a breath-taking landscape, an extreme climate. This is Etna, Europe’s greatest active volcano, that is now the backdrop to the new Blackfin communications campaign, a unique natural setting that chimes perfectly with the soul of the eyewear brand, writing its history in a way that is far from the stereotypical conventions of advertising. The hostile surroundings present a challenge, testing our ability to exceed our own limits. The barren terrain, the harsh climate and the altitude of this unsettling environment are experienced as a stimulus to look deep within ourselves and transmit with ever more power the value and meaning of Blackfin, a meaning that goes far beyond its role as a mere frame, deeply involving all who create it and wear it. This inaccessible place, largely perceived as an obstacle, presents Blackfin with the perfect stage on which to conjure up images of amazing emotional intensity, displaying all the courageous vision of a company that over the years has never been fearful of overcoming difficulties and breaking with convention, daily putting ourselves to the test, reaching beyond ordinary mind-sets...
An Important “Little” Lesson From Google

An Important “Little” Lesson From Google

Design Counts Noticed anything different in your Google search lately? A subtle yet significant change is being tested by the mega company right now –  the font color of the search results. Yup – Google has invested unknown sums into re-testing a possible switch from its iconic light blue search result links to black or different shades of blue. Why? Well, consider this: When the current shade of blue was chosen it was only after 40 different shades of blue were tested, revealing that this color alone was responsible for a difference of $200 million a year in ad revenue! This shows how for a company of its size, a small design change can mean huge dividends. If a picture is worth 1,000 words, then a design is surely worth 10,000 words. In the words of Candace, our design expert, your website design is the conversation you have with your audience, so you need to speak elegantly. Every little element in your design says a lot. You present yourself with typography, shapes, colors, and imagery and that presentation is critical to converting new patients. While the font color you choose may not have an impact of millions of dollars there are some essentials that you need to...
Kids by Safilo to Appear on Modern Living by Kathy Ireland Program Airing on the E! Network and Bloomberg International

Kids by Safilo to Appear on Modern Living by Kathy Ireland Program Airing on the E! Network and Bloomberg International

According to research from global eyewear manufacturer Safilo Group, 1 in 6 school-aged children have vision problems and, if left untreated by the age of 8, some childhood vision problems can cause permanent low vision and poor quality of life for a child. To help parents of children in need of vision correction, global eyewear manufacturer Safilo Group, recently developed the Kids by Safilo eyewear collection devoted specifically for 0-to 8-years- olds. These eyeglasses are not just scaled-down versions of adult eyewear like many collections on the market. They were designed and manufactured with a medical-scientific approach with the Italian Society of Pediatric Ophthalmology (SIOP) and meets the design guidelines of the World Society of Paediatric Ophthalmology and Strabismus (WSPOS). Made in Italy, where Safilo Group is based, the collection is ergonomically designed to cover a child’s full field of vision but is also fashionable, comfortable, durable and lightweight. The collection is as also safe from sharp edges and made of bio-based materials that are also washable, hypoallergenic and non-toxic. Safilo closely studied the growing and changing shape of children’s...
CARRERA ANNOUNCES THE MAVERICK CASTING WINNERS

CARRERA ANNOUNCES THE MAVERICK CASTING WINNERS

Italian lifestyle eyewear brand Carrera, is thrilled to announce The Maverick Casting Winners. More than 1,000 musicians, athletes and visual artists joined the casting from across the globe, sharing inspiring and maverick materials. The Judges chose one Grand Prize Winner and two Winners that submitted the most creative Entries and best reflected Carrera’s Maverick spirit. Danee Marmolejo | Grand Winner The Athlete from Mexico Danee literally runs free through life. Dancing on his own while creating a true connection with his surroundings – for him every bench, wall, gap, stairway is an opportunity to improve. He has the Maverick moves – fearless, creative & unpredictable. https://www.youtube.com/eldane Danee wins the opportunity to be part of a Maverick video production with Jared Leto. Matt Dean | Winner The Visual Artist from USA Street art muralist Matt likes to express himself in B I G formats. Instead of seeing just walls or mattresses, he sees opportunities to create – canvases waiting to be filled with true meaning, involving the community in his art. www.youtube.com/kiptoe Siaira Harris | Winner The Musician from USA Siaira’s video...
Do You Need New Patients?

Do You Need New Patients?

Is Tactical Marketing Right for Your Practice? As we mentioned in our last tip, when it comes to marketing your practice, there is no such thing as one size fits all. Effective new patient marketing needs to be based on your practice life cycle and unique practice growth needs.   Stage 1: Tactical Marketing – New patients, new patients, new patients! Tactical marketing is optimal for a practice that is: Less than 10 years old Has 1 doctor Has 1 location Generates less than $700,000 in revenue Operates in a small to medium sized market The focus of marketing a young practice is to leverage as much of the yearly calendar as possible to drive product and special appointment sales as the time of year warrants.  This means you use seasonal opportunities such as Dry Eye Treatment Campaigns in the winter, Use It Or Lose It insurance campaigns in December, Sunglass Sales in the summer, Back-to-School Eye Exams in late summer, etc. to create campaigns to drive new patients and build your base. Tactical marketing takes the following approach to establish and grow a young practice: Website Design and Optimization: to create an appealing online office and positive first impression. Search...
Safilo Presents “A forward vision for eyewear heritage” Contest

Safilo Presents “A forward vision for eyewear heritage” Contest

5 Old Technologies that are Hurting Your Practice Website

5 Old Technologies that are Hurting Your Practice Website

You wouldn’t want your patients to walk into an old-fashioned office with out of date equipment, antiquated eyewear displays and ancient processes. Likewise, your virtual office – i.e. website – should be upgraded regularly. Having an outdated website can be more harmful than just the negative impression it leaves on visitors – it can actually be hurting your practice. Here are 5 outdated website technologies that could be causing damage to your practice website and reducing its’ effectiveness at bringing in patients: HTML:  If your site was built more than 15 months ago, it’s probably not using HTML 5… which is bad because code matters for web search and visibility. HTML 5 helps search engines better understand what your site is about and allows webmasters to instruct search engines how to read certain parts of your site. In short, HTML 5 is better for your SEO and helping potential patients find your practice online. Load Time (over 1.5 seconds):  If your site is on old technology, then it probably surpasses the ideal load times, and that’s bad for business. Visitors prefer sites that load faster, and so does Google. In fact, Googleexperiments...
Filed in: Marketing
How Your Website Images Sell Your Practice

How Your Website Images Sell Your Practice

Even if you don’t sell eyewear on your website, you are always “selling eyewear” on your website, and everything else related to your practice for that matter. When visitors come to your optometry website, they have eyes on their mind. They are imagining what their experience will be in your office and whether you will provide the medical care, services or optical selection they want.  Your website images will help them decide whether they will take the next step to make an appointment or drop in for a visit.   The most important images your website visitors will look for in making this decision are: ·         Pictures of your doctors and staff. ·         Pictures of your office and exam rooms. ·         Pictures of your optical (if relevant) – including your frames selection. Based on the content and the feeling these images evoke, your visitors will decide whether your practice offers the experience and products they seek, so you want to make sure they portray an accurate picture! Here are some essential qualities your images need to convert website visitors to patients and customers: ·         Relevance: Images should...
The Importance of Saying Thank You (and How to do it Through Digital Marketing)

The Importance of Saying Thank You (and How to do it Through Digital Marketing)

Thanksgiving was last week and it had me thinking about just how important it is to say thank you to your customers.  Giving your patients the recognition that they CHOSE YOU, when they could have chosen any other optometrist out there reinforces that they made the right decision. It builds trust, loyalty and goodwill and they will certainly remember it when it’s time for their next eye exam. Also, creating a culture of gratitude leads to more overall success in any business. Research shows that customers spend more, employees accomplish more and vendors are more likely to pay in a timely manner when they feel appreciated by being thanked regularly. When giving thanks be sure to: Be specific: Focus on exactly what you are thankful for. Be personal: Recognize that you are singling them out. Add value: Even a small favor will elicit an instinct of reciprocity where your patients will want to “pay you back” by spending more and returning for their optometric needs. Here are some easy ways to show gratitude using digital marketing: Create a nice thank you graphic that can be sent by email or as a postcard after a visit. Run a Facebook thank you campaign.  Publically thank patients...
This Secret Ingredient May Not Be An Ingredient At All!

This Secret Ingredient May Not Be An Ingredient At All!

    Ever hosted a big event… without a caterer?  You know exactly what you want the big event to look like and what you want your guests to eat… but beyond that, you need some real expertise to pull it all together.   Good caterers not only provide an excellent meal, but they bring their expertise to make the whole event successful.  Timing, decor, layout… they make it happen. Your Web Manager is your web marketing caterer.  Not only do we look after all the cooking, but we look after the entire event. Your monthly meeting with your Web Manager is the key to making it all happen.  So, what exactly do you need to tell your Web Manager to start bringing in new patients for your practice? Your Web Manager is your practice’s personal Marketing Chef.  He knows your likes and dislikes, your strengths and weakness and what you wish to serve to your community. Like a well planned meal, your web managers ensures all of your marketing is coordinated, timely and most of all, effective at giving your prospective patients the full flavor of what your practice has to offer. But what are the 4 guidelines you want to convey to ensure your success? What...
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