By ROB Editors
When you launch services that many patients have never received before at an eye doctor’s office, like aesthetic optometry, you need effective ways to get the word out. Janelle Davison, OD, shared with ROB how she takes a multi-channel approach to educating her community about the aesthetic optometry services she provides, and how effective promotion has helped this segment of her practice take off. We also share with you ROB Editor tips for turning the availability of patient financing via the CareCredit credit card into a marketing opportunity.
On Intake Form
“As soon as patients fill out their online forms for their appointment, they are made aware, or reminded, of our aesthetic services via our “anti-aging assessment,” which they can opt for as a bundle of services,” says Dr. Davison. “We also include a reminder on the intake form that our office offers aesthetic skincare services, and ask the patient to indicate if they would like to see a brochure with details on these services.”
Catch their Attention with Patient Financing
Letting patients know about the elective services you offer and impressive results other patients have experienced is a strong way to help differentiate your business. Pairing that messaging upfront with a convenient way to pay for these services, could help tip the patients mindset from curiosity to active interest.
The CareCredit credit card is recognized and valued by a variety of patients, from those who adhere to a monthly budget to those who are financially savvy. And raising awareness of this payment solution is simple. A brief mention in your ads, eblasts, social media and website can help open the patient to new recommendations and expanded care early in their journey. Placing glass clings in your entrance and displays at reception can help to reinforce the option.
But most importantly, when you break down large costs into estimated monthly payments during the cost consultation, you have the opportunity to make a significant impact in your business – an easy way to help boost treatment acceptance and ultimately patient satisfaction.—ROB Editors
At the Door to Our Office, In Lighted Marquee Sign
If patients didn’t already get the message when filling out the online intake form, which they are asked to fill out ahead of arriving, Dr. Davison says they will see a message about her practice’s aesthetic services just before they walk through the office door via a prominent sign high above the entrance to our office, above the awning.
E-Blasts to Patients With Seasonal & Year-Round Messaging
Dr. Davison points out that the practice sends e-blasts to patients around holidays, such as Valentine’s Day, and year-round. For example, one Valentine’s Day promotion advertised the practice’s “Dry Eye Spa & Cosmetic Eye Care,” and offered “Buy one get one 50% off.” The same e-blasted ad also let the community know about the “complimentary massage included.”
Ad in Local Print Magazine
Dr. Davison’s practice advertises in a local magazine, Our Town, that is sent only to upper-income households in the county where her practice is based. “Since aesthetic optometry services with no medical eyecare purpose are out-of-pocket expenses, it helps us greatly to get the attention of people in the local population who likely have disposable income for luxury purchases.” Dr. Davison says the ad costs the practice $280 per month/issue of the magazine.
Billboard at Busy Intersection
There is an intersection you have to cross to get to downtown Smyrna, Ga., where Dr. Davison’s office is located. It was at this intersection, where there are also Publix and QuikTrip stores, that she placed a billboard from late September through December 2021. “I purposely wanted a billboard in a highly trafficked area that was at least 5-8 minutes from our office. I wanted people who lived nearby, but may never have heard of us, to learn about our services,” Dr. Davison explains. The billboard cost the practice $1,800-$2,000 per month.
Have the Exam Room Conversations
“Patients want to be able to talk to their eye doctor about the appearance of their eyes and the impact of the cosmetics they use on their eye health and comfort,” says Dr. Davison. ” Marketing and exam-room conversations that let patients know that you can answer anti-aging, skincare and makeup questions related to the eyes can come as a great relief. Patients have one more reason to respect your expertise and come to you for care.”