Tag Archives : Digital Marketing

Eyecare Pro: The Secret to Your Patient History Forms

Eyecare Pro: The Secret to Your Patient History Forms

The Secret to Your Patient History Forms If I told you that I had one easy protocol you can incorporate in your practice that can save you time, enhance your relationship with patients and grow your business, you’d do it, right? Well, I do and here it is… Encourage (well, instruct) patients to fill in online patient information, history and registration forms before their visit.   Yup. It seems like a small step but this small act can have a big impact on your practice. In fact, if you don’t have this protocol in place you are missing out on precious opportunities for your practice. Instructing a patient, especially a new patient, to fill out these forms on your website before coming in for their appointment achieves two main objectives: 1. Increases office efficiency. This step makes life easier for the doctor and the practice and streamlines the patient’s visit. The 5-10 minutes that it takes the patient to fill in these forms by hand can cause delays in the patient flow of the practice.  When pre-filled online, the information is automatically inputted into the patient’s record (saving the administrative staff the time of entering by hand) and the file can be ready...
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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...
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
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...
HIPAA Compliance Part 2: How to Respond to Reviews

HIPAA Compliance Part 2: How to Respond to Reviews

In my last digital tip, I reviewed some of the legal considerations involved with responding to negative patient reviews in light of HIPAA compliance and as you can see, it’s clearly not a simple matter.  So, given these issues how should a practitioner respond to an unhappy client that feels the need to share his sentiments with potential new patients on the Internet? First and foremost, it is our professional opinion that negative reviews should be addressed.  An absence of a response could be interpreted as a lack of concern for patient satisfaction and more importantly, it passes up on a valuable opportunity to share your voice and show how patient happiness is important to you and your staff. A positive and caring response can offset the initial negative review and win back potential patients that might otherwise be turned off. Also, keep in mind that a negative review isn’t the end of the world. Research shows that potential customers trust businesses that have some negative reviews mixed in. When it comes to HIPAA compliance our approach is to err on the side of caution to avoid having to learn the nuances of the laws the hard way. We recommend that our clients keep...
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...
Take the Marketing Offensive

Take the Marketing Offensive

Stage 3 Marketing: Offensive Marketing Strategy The last tip described a strategic new patient marketing approach for an established practice to create a specialty of expertise. Now we will look at the optimal strategy for the next level of practice success – a practice that is truly thriving, has already differentiated itself in the marketplace and looking to dominate the local market. The Stage 3 Practice This practice has broken through all barriers; it has been around 20 plus years, has many doctors and many locations, making upwards of $1.5-2 million in revenue.  It is operating in a larger market, in which it has already created a distinguished name for itself – which is how it got to this size in the first place. Goals of the Stage 3 Practice A practice this size has the need to generate a LOT of patients, ALL THE TIME!   In order to attract a patient-base of 10,000+ per year … sometimes even 20,000+, this practice needs to completely dominate all the local search results, for miles around.  When patients think of eyecare, they must think of this practice first.  Period. How? A stage 3 practice needs to leverage its impressive size, strength and reputation...
Are You an Established Practice?

Are You an Established Practice?

New Patient Marketing Stage 2 – The Established Practice Our last digital tip focused on the specific new patient marketing needs of the young practice (new patients, new patients, new patients!). Today we move on to the next level of new patient marketing strategy suited for the practice that is larger, more established and generates higher income. Once a practice either breaks the 10-year barrier, adds a second doctor or a second location, or generates over $700,000 in revenue, it’s clear that something very right is happening.  The practice is successfully growing, expanding its patient base, and has technology investments, skills, specialties and experience.  This all adds up to keep existing patients coming back for more, and also serves to uniquely differentiate the practice from the nearby competition.  In short – this is an established practice. So what is the goal of new patient marketing a stage 2 established practice? Stage 2: Strategic Marketing Sure, even established practices want to bring in new patients, but most importantly, they want to bring in the right kind of new patients.  The way to do that is to tell your story.  You do it every...
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...
How do you get new patients?

How do you get new patients?

  Let’s Redefine “Marketing”: New Patient Marketing What does ‘marketing’ really mean!?  Talk to three people and they each give you a different answer.  I Googled the definition of marketing and found an article that proudly (?) listed 72 different definitions of marketing.  Not only is that confusing, but it’s pretty scary to think that nobody even agrees on the definition, much less how to actually do marketing! Here’s a simple solution to the problem.  No practice really wants ‘marketing’ … that’s what we refer to as ‘input’, something you do.  What’s the ‘output’?  The result?  New patients!  Don’t let any marketer confuse you with input … if you don’t get the output you want, which is new patients, then the input isn’t helping you.  So, from now, we’re going to call marketing what it really is:  New Patient Marketing. All these marketing services are confusing me!  How do I choose one? When it comes to new patient marketing, the biggest challenge that a practice faces is deciding what service will meet its’ needs.  It seems like every...
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
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...
Are You Getting ROI from Facebook?

Are You Getting ROI from Facebook?

Is Facebook Really Worth the Effort? Hey Facebook users – I’ve got a question for you. Anybody found a good way to measure the returns of your practice’s Facebook efforts? Like so many businesses out there, we’ve been investing time, money and resources into Facebook marketing for our clients for years. We know how to get likes and engagement, but we think we are missing something. We’re measuring, but we aren’t finding website traffic as a result of this engagement. And we are asking, but we don’t hear from any practices that patients came to them because of Facebook. In other words, in pursuit of all of these likes, shares and comments, we don’t see that it is actually amounting to much in terms of practice revenue. And it seems we are onto something…In a survey conducted last April by Manta which asked small business owners for insights on their social media return on investment (ROI), 59% reported that they did not see ROI from their social media activities. Similarly, in it’s 2015 Social Media Marketing Industry Report, Social Media Examiner found that only 45% of marketers interviewed reported that their Facebook marketing is effective. Further,...
Is Your Website Due for a Makeover? Read This First.

Is Your Website Due for a Makeover? Read This First.

Elements of an Effective Website Upgrade The Website Makeover of Bright Eyes Family Vision Care Dr. Nate Bonilla-Warford of Bright Eyes Family Vision Care knew his website was due for a makeover.  I asked Dr. Nate to tell us about the process and the final result, here’s what he has to share,  “In addition to a general design update, I wanted to optimize the site for the search engines and incorporate my three sites into one main, branded site (including the blog that has been active since 2007).” Dr. Nate worked very closely with our design team to create the custom website he dreamed of. You can check out the final the result at: http://brighteyestampa.com. While working to create an aesthetically beautiful design, the more important goal of optimal functionality was a key consideration.  To make sure Dr. Nate’s site incorporated the most current advances in design, functionality and optimization, we focused the following elements: User friendly-easy to navigate. The sight is bright and clear and users can easily and intuitively find the information they are seeking. Branded to create a memorable impression. The color scheme along with the graphic...
How to Use Data to Reach New Patients

How to Use Data to Reach New Patients

Data Driven Content Strategy to Reach New Patients Your potential patients are constantly bombarded with information, so when it comes to creating engaging content strategy you need to know what is going to get their attention. The good news is that this doesn’t have to be a mystery. You can use data and follow the digital trail of your online presence to learn a lot about the kind of content that your potential patients want. Your Practice Website: Your website holds the key to a wealth of valuable information about what interests your patients.  Using Google Analytics you can find out which pages, subpages and blog/news topics are the most popular with your website visitors. Simply look at your page views and the time spent on page to determine where your visitors are “hanging out”. Social Media: Facebook insights will tell you how much engagement your posts garner so you can track what type of content is successful in reaching your fans. You can also see what topics are trending by searching for hashtags (#) related to optometry topics on Facebook and Twitter. Ask Them: Lastly, you can use your website and social outlets as a way to ASK your audience directly what...
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