Marketing

Integrated Campaigns = Smarter Marketing

By Agnes Palys, OD, FAAO

Tie together social media, search engine marketing, in-office and print advertising in a promotional campaign with an impact much greater than the sum of its parts.

Doctors today have a multitude of marketing options. When you have news to share with your patients and community, you no longer are reliant on print media and in-office advertisement alone. Through social media, practice web sites and e-mail marketing, you have the opportunity to marry newer forms of marketing with older forms. Here is how my practice creates multi-pronged marketing campaigns.

An Optometric Alliance:
Your Marketing Partner

An optometric alliance can be your invaluable partner in implementing an effective marketing campaign.

As aVision Source practice, we rely on Vision Source to help us create and implement winning campaigns.

In a series of regional, integrated marketing campaigns aimed at increasing per-patient revenue and driving new and lapsed patients to Vision Source practices, the Vision Source marketing team was able to deliver impressive results to more than 200 member practices including my own in San Antonio, Texas. Although the promotion and message varied per regional demographics, the same general marketing mix was incorporated to deliver the message to the target audience.

For the product being promoted in each region, practices not only saw a direct increase in sales over the prior year but continue to realize the positive effects of the campaign.

Brand-specific product sales increased by more than 90 percent versus the same time in the previous year in some areas.

All regions saw a positive increase, but the true value of the campaign cannot be fully evaluated for many more months as the practices are continuing to see new patient flow. In general, each campaign included in-office marketing pieces, direct mail, social media marketing, public relations and community outreach, and print advertisements.

Keep it Consistent, But Use Multiple Media Outlets

To create maximum exposure and market penetration, try implementing an integrated marketing strategy. An integrated marketing strategy incorporates various marketing mediums to deliver a consistent message instead of isolating efforts in one area. The strategy may include direct mail marketing, print advertising, radio advertising, social media, e-mail marketing, public relations, and more. All work together to reach more people in a more cost-effective manner. Although consistency is important in all aspects of marketing, it is particularly important in an integrated marketing campaign.
Implement it: Let’s say you are re-branding your optical dispensary and want to let current patients know about the new frame lines you will be adding while also alerting the community that there is a new local source for high-end eyewear. The campaign might begin with an announcement via an e-blast to your patient base announcing the newly added frame lines plus offering a special promotional deal. The next step may be to feature this news on your social media channels such as Facebook and Google+. You also could host a trunk show, which you could advertise in local newspapers and magazines, as well as with in-store signage.

To keep it consistent, the same logo, artwork and marketing message, such as the practice motto or tagline (i.e.: “Your local source for eyecare solutions”), should be featured in all promotions regardless of the medium.

Plan in Detail: Itemize Needed Resources

Marketing is a science that requires proper planning before it can be successfully executed. So when you begin to ask yourself, “How do I get new patients? What promotion should I run? What do I have to do to get more Facebook followers?” it is important to remember that these truly are the million-dollar questions that don’t come with a one-size-fits-all answer, and consumers respond to different mediums in different markets.

  • Agnes Palys, OD, FAAO
    Vision Source-Dr. Palys and Associates in San Antonio, Texas

    New England College of Optometry

    Practice founded in 1982

    Two full-time and one part-time doctor

    Comprehensive examinations
    10,000 annually

    Annual revenues
    $1.8 Million

    Start by identifying the following:

  • -Goals (specific, quantifiable and realistic)
    -Time frame (short-term and long-term)
    -Target demographic (age, gender, income level, race and ethnicity, etc.)
    -Lifestyle of your target demographic (interests, hobbies, opinions, values, priorities, etc.)
    -Budget (based on past spends, industry norms, etc.)
    -Ownership (divvy up responsibilities and give all staff members clear objectives)

Implement It: Regarding our example of re-branding of your optical dispensary, you would need to sit down with your opticians–since they are the ones who will be on the front lines of this marketing effort–and map out how you will get it done. Your goal may be to expand the reach of the practice by offering more high-end eyewear, and you might propose a target dispensary revenues goal to reach by the end of the first one or two quarters after the change has been implemented. Your target demographic would be the patient, or prospective patient, who is looking for a luxury experience in eyecare and eyewear–the discerning shopper who is willing to pay for a high-quality experience he or she cannot find in a large retail outlet or chain.

Review your budget and determine how it will impact the inventory you are able to purchase, as well as the marketing you are able to incorporate. For instance, you might have the budget for up to two trunk shows in the next six months. Ask opticians and other staff to handle specific areas of the practice change and related marketing. For instance, one optician could be in charge of organizing vendor presentations at trunk shows while another could focus on handling social media communications with patients who have questions about the new products.

Delegate Responsibility

I am fortunate enough to have an Executive Director, George McLean, and a Director of Operations, Tom McLean, in my practice. In our recent efforts, George was responsible for the Facebook campaign, the external marketing and informing our patients through e-mail. Tom was in charge of the internal marketing and getting patients to participate in the Facebook contest, as well as keeping the staff informed of the various promotions. Our administrative personnel (front desk) were tasked with promoting the campaign to everyone who called our office and to pass out the promotional coupons. Techs, doctors and opticians were all tasked with promoting the products that were part of the campaign.

Use Creativity to Make Marketing Memorable

An example of the kind of ad Vision Source can provide for member practices.

Once you have identified the basics you can begin to create a plan of execution. Remember that throwing a bunch of money at a marketing campaign doesn’t mean it is guaranteed to work.

Implement It: The most well-financed marketing campaigns will fail if they don’t catch your patients’ and community’s attention. Think about what you can do to differentiate your message from competitors. The goal is to make your marketing message as unique as possible. For instance, you could help patients remember your practice by including rich photos of your re-branded, high-end optical dispensary. You also could include entertainment from local musicians or feature local artwork as a tie-in at your trunk show. You could also personalize marketing messages with patient success stories captured on video (with the patient’s permission to use in marketing materials).

Enabling Success

Don’t be afraid to ask for outside help. As wonderful as my staff is, I found it valuable to tap the resources of my optometric alliance, Vision Source. It is also key that your local Vision Source membership group takes part in the 2013 co-op system so you can leverage vendor matching funds.

Implement It: Vision Source is always exploring new ways to equip members with tools to successfully market their practice. In early March, each member practice received the first-ever Vision Source Marketing Tool Kit filled with more than 150 marketing pieces to meet their various needs. From recall postcards to television advertisements, the Kit provides professionally generated materials in the areas of advertising, branding, marketing, public relations and social media.

Related ROB Articles

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E-Blast Off to Enhanced Communication with Patients

Patient Testimonials: Your Best Advertisement

Agnes Palys, OD, FAAO, is the owner of Vision Source-Dr. Palys and Associates in San Antonio, Texas. To contact her: vspalys@sbcglobal.net

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