Tag Archives : Practice Ideas

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 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...
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...
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.    
Your Money Moment – New Years Resolution: No Returns, No Exchanges

Your Money Moment – New Years Resolution: No Returns, No Exchanges

Originally posted on http://www.theopticalvisionsite.com/ By Cathy One area of inventory management that we challenge eyecare professionals to do in 2017 is to eliminate returning and exchanging eyewear. Unfortunately the advantage of Being Able to Return Product costs everyone. Suppliers, eyecare offices and even the consumer. It is an inefficient way to do business, because the buyer is not accountable to make good buying decisions. I don’t care if the rep says if it doesn’t sell you can always return it. Remember every time you have to return a frame, you are losing money. I would challenge you to look at your return rates, your vendors all track this. If you have a return rate over 8%, you need to fix it. High returns could be due to a myriad of reasons: Poor Buying Habits, Poor Inventory management. Not buying what sells. Staff lack of education about the product. Staff/buyer turnover. Not enough product representation on the boards. Lack of commitment to the product. Too much product on the boards in order to get inventory turns. Product is Not merchandised effectively. Product is not shown. Product is over-priced for what it is. Fear of selling the product. Prejudging...
Do you need to hire a logo professional?

Do you need to hire a logo professional?

Let’s Talk Logos Part 2: Creating Your Practice Logo In the last digital tip I discussed the importance of a high quality practice logo and what you should consider when conceptualizing your design. Once that is done, you are ready to create your logo. There are a number of routes you can take for logo creation, spanning from submitting your ideas to relatively cheap design contest sites or crowdsource marketplaces to hiring a professional designer that will work with you to develop a design. When deciding which route to go you want to consider that sometimes you get what you pay for, although there are situations in which you can get a fantastic logo created without breaking the bank- if you know what you need. Here is some information to consider before you move ahead… What you need to know about Design Contest/Crowdsource Marketplace Sites While you can get a really cheap logo created from an design contest or crowdsource marketplace site like Fiverr or Design Crowd, you have to know what to look for. Some of these companies can take advantage of eager patrons who are design novices and sell you something that they aren’t really providing. While we know of positive experiences,...
Google Has a Message For Your Practice

Google Has a Message For Your Practice

I’ve been pressing the importance of mobile for some time now, but you don’t have to take my word for it. In Google’s own words, “The world’s gone mobile. Now it’s your turn.” Many practice owners have received the email below from Google which includes a link to test your site for mobile friendliness and speed. Clearly it’s time to get serious about mobile. Understanding Your Mobile Readiness Score Google ranks the mobile readiness of your site on three criteria – mobile friendliness, mobile speed and desktop speed and breaks each of these down into the key influencing components. Some of the fixes Google recommends are problems that might be in your hands to fix, while others will require work by your webmaster. Google recommends that you share your results with your webmaster in order to make many of the technical fixes. We tested a bunch of sites and have identified some common reasons for bad scores. Here are some explanations of some of the reasons your site might be failing and some fixes to improve your mobile readiness score.   Mobile Friendliness: Legible font sizes: The default font size needs to be large enough for mobile viewers to see clearly...
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...
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...
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...
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,...
Big Changes at Google That Might Affect Your Web Traffic

Big Changes at Google That Might Affect Your Web Traffic

Will the Recent Google Update Affect Your Optometry Web Traffic? There have been a lot of changes in Google local search over the past couple of weeks. The change that is most immediately relevant for your optometry Practice is the 3-pack. Google 3-Packs Prior to this update, the first page of Google’s local search results displayed seven of the top local results along with a local area map with pins at the location of those results. This is called the 7-pack. This most recent change has turned those results into 3-packs. What does this mean? It means that any Practices that were ranking D through G (#s 4-7) in the maps are no longer on the first page in the local maps search results. They may rank organically on the first page (under these results), but not in the Local section. If this is the case for your Practice, you can expect a drop in organic traffic. Business Information Changed In addition to the fact that fewer Practices will now be included in the prominent local maps section, the business information provided in the results has changed. In these 3-packs, exact business addresses and phone numbers have been removed (street names are listed) and store hours including...
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