Tag Archives : Eyecare Pro

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...
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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...
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Promises, Promises…

Promises, Promises…

Promises, Promises… Every so often every company out there loses a client to a competitor that is offering something “cheaper”, “better” or “more effective.” In our case, the client leaves hoping that this will mean more appointments, more patients and more revenue…sometimes, all for a cheaper price.  We see all all too often though, that these clients eventually come back to EyeCarePro after being let down by these empty promises. There are a lot of marketing companies out there and a some of them do a great job, but how do you know how to identify those that are making empty promises versus those that will really have a positive impact on your revenue? How do you filter through the constant barrage of phone calls to your practice from other marketing companies offering you a “better” service. Here’s some advice that applies to any practice out there that is getting any marketing from any company. It’s an observation and a warning about a trend we have noticed that is worth bringing to attention in order to save you time, money and aggravation at falling for this mistake like many other practices. Issue #1: The grass often sounds greener on the other...
Filed in: Editorial
How to Use Your Expertise to Attract  More Patients

How to Use Your Expertise to Attract More Patients

  By Nancy Rausman, Managing Editor, EyeCarePro If you are ready to take your practice to the next level, define your expertise. Your brand can be that of a “regular” eye doctor or it can be that of a “specialist” that is expert in a particular niche – a reputation builder that will bring more patients overall into your office. 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 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...
Your practice is only as good as… Find out from Our Practice of the Month

Your practice is only as good as… Find out from Our Practice of the Month

It’s not what you know, but who you choose to work with. It is the end of the year and a time when we all try to look back and assess, “How did it go?” and “Did I pick the right partners to work with this year?” To find this answer at EyeCarePro, we look to our customers for that feedback, and specifically, this month’s Practice of the Month, Dr. Don Knapp. Read all about Dr. Knapp’s Internet Marketing efforts over the past 7 years and the lessons he’s learned in that time.    
Online reviews are important to your practice… and your vendors

Online reviews are important to your practice… and your vendors

Sometimes you get what you didn’t realize you asked for.  This summer we have been focused on the importance of online reviews…how to get them, what to do with negative reviews, how they help your ranking.  We even wrote an ebook about it! Well one of our customers, decided to return the favor and… EyeCarePro got reviewed! By  Joseph Smay, OD, Family Eye Care, Pittsburgh, PA I have been a customer of EyeCarePro for two and a half years. They been writing a lot lately about customer reviews so I thought it was time to let them know what I think of their service. As a busy PERC practice, we don’t have much time to play Webmaster, so we outsourced this effort to EyeCarePro.     “You are the BEST…why would an optometrist use any other company like yours?” Wow! We should all get reviews like this every day and frankly, at EyeCarePro, we do. Sure we hit the rough spots from time to time like any business, but overall, our optometrist customers are pretty excited about our  focus and delivery on new patient appointments  our Support Team (their so darn friendly!)  the professionalism of our websites and ability to engage consumers  our...
Filed in: Editorial
The HIPAA Question We are All Asking

The HIPAA Question We are All Asking

Part 1 Here’s a scenario: A practice gets a scathing online review by an unhappy patient. The doctor writes a polite response explaining her side of the story and offering an apology for the misunderstanding.  The patient sues the doctor for violating his confidentiality.  It’s what nightmares are made of. But does this patient have a case? What does HIPAA dictate about responding to online reviews? This new reality invokes quite a bit of uncertainty about if and how you can respond to negative reviews without violating HIPAA and what exactly implies consent.  So, we are going to (try to) clarify things a bit by taking a deeper look at the issues at hand.   First things first. You shouldn’t avoid responding to reviews because you are weary of HIPAA.  The question is not whether to respond but how to respond and truthfully, the answer isn’t cut and dry. There are (at least) two sides that should be considered and each practice will have to choose for itself how strict it will be.   Implied consent? THE pivotal question we face is whether a patient posting a review of your practice, especially if it includes details about a visit, constitutes implied consent and whether...
Filed in: Editorial
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...
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...
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...
What’s Worse than a Bad Review?

What’s Worse than a Bad Review?

          No Reviews! I know, it’s hard to ask your patients to post reviews for your practice.  It’s uncomfortable, your front desk staff always forgets, and you’re already maxed out with information you need to provide your patients post exam.  Even more so, you’re concerned this could invite negative reviews and you certainly would rather have no reviews than bad ones. Plus you are already asking patients to review your practice on your patient communication software – you don’t want to email them again to ask them to put that same review on Google or Yelp. That is simply asking too much! Well, you are right. It probably will be too much for most people, but here is why you should ask anyway and let them decide that.  The bottom line is that 70% of people out there do some kind of online research before making a purchase or trying a new service and the SEO value of reviews is indisputable. If your prospects look on Google Local search results and see one practice has 17 mixed reviews (good and bad), and you have none, they are going to go with the one that at least has some good comments over the one they know nothing about. They will...
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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