March 18, 2015
Patients prefer to receive information via their mobile devices, and ODs can use mobile technology to make frequent touch points between patients visits. Sending out education-based messages are the most effective, says Steve Vargo, OD, MBA, vice-president of optometric consulting at Prima Eye Group. Be sure that your web site has mobile responsive design, meaning the information that patients view there re-formats for all devices. In sending out information, text messages have five-times the open rates of e-mails because they are permission-based, that is, patients said they want to hear from you. Also, mobile programs let you track open rates and patient responses so you can fine-tune your marketing message. Finally, make use of new apps that make it easy for you to communicate with patients in the format they say they prefer.
ACTION POINTS
USE RESPONSIVE DESIGN. Format your web site to adapt to all mobile devices.
TEXT OVER E-MAIL. Texting is permission-based, and open rates approach 100 percent.
TRACK AND TUNE. Use programs to track open rates and responses, then fine-tune your marketing.
Steve Vargo, OD, MBA, is vice-president of optometric consulting at Prima Eye Group. To reach him: svargo@primaeyegroup.
