ROB Power Packs 2015: Marketing

With an ever-expanding number of competitors down the street, and online, creatively capturing prospective patients’ attention is essential. Here is how five of our contributors are doing just that.

Generate Unique Marketing Messages with a Creative Team

By Maria Higgins, OD

Keys to Success

DEFINE YOUR VISION. If your vision is for a practice that caters to individualistic taste, then use marketing creative that says “out-of-the-ordinary.”

CREATE BUDGET. Can cost as little as $200 or less per month.

SET GOALS & TRACK. Decide what will define success, such as X number of new patients, and then document if you achieved it.


Seize Marketing Opportunities with Secondary Holidays

By Rachael Click, OD

Keys to Success

IDENTIFY HOLIDAYS TO PROMOTE. In addition to Christmas and Thanksgiving, promote holidays like Valentine’s Day and St. Patrick’s Day.
TREAT BACK-TO-SCHOOL AS HOLIDAY. Market and offer promotional deals at end of summer in honor of back-to-school season.

GET STAFF INVOLVED. Have staffmarket, decorate, offer special deals and tie in practice charitable contributions for aportion of sales made during theholiday.


Grow Your Patient Base with an Effective Referral System

Keys to Success

MONITOR. Input patients who refer into PM or EHR system and track them.

REWARD. Thank patients who refer, and also new referrals, with a gift card with discounts.

ENGAGE. Motivate staff to suggest referrals when patients have positive experiences in your office.


Ask Patients for Referrals in the Exam Room

By Mary E. Boname, OD, MS, FAAO

Keys to Success

EDUCATE & ASK IN EXAM ROOM. Let patients know why they–and family and friends–should see you regularly to maintain their eye health.

GIVE REFERRAL GIFT CARD. Give gift cards, redeemable for optical at the practice, along with your name and practice logo.

REMEMBER PATIENT BIRTHDAYS. Send card, and maybe even gift, to keep you top of mind when a friend or family member asks if anyone knows a good eye doctor.


Turn Back-to-School into Back-to-Your-Office

By Maria Sampalis, OD

Keys to Success

CONTACT LOCAL TV STATION. Contact a local station’smedia relations division or work personal connections to get on screen.

MAKE IT EASY FOR STATION. Send the station your talking points, along with photos to enhance your appearance.

FEATURE APPEARANCE ON PRACTICE WEB SITE. Re-broadcast your appearance, with a link to your appearance on your practice web site and Facebook page.

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