Marketing

“Our Most Important Marketing Resource”

The doctors of Litchfield Eye Center. Aleckson says DONE4YOU® Marketing (D4Y) has done wonders for helping the practice to grow and become more profitable.

The doctors of Litchfield Eye Center. Aleckson says DONE4YOU® Marketing (D4Y) has done wonders for helping the practice to grow and become more profitable.

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D4Y marketing for optometry practices

By Margery Weinstein
Editor-in-Chief
Review of Optometric Business

Jan. 29, 2025

Optometry practices continually seek innovative solutions to enhance their services and connect with patients.

One of those solutions for Annandale Eye Clinic, Cokato Eye Center and  Litchfield Eye Center is DONE4YOU® Marketing (D4Y). “This invaluable resource helps us address specific challenges and goals, ultimately transforming our approach to patient care and marketing,” says Director of Operations for the practice’s three locations, Peter Aleckson.

Motivations Behind Choosing D4Y

Aleckson says the decision to partner with D4Y was driven by a desire to implement new marketing strategies, particularly direct marketing, and to foster a closer relationship with ADO’s parent company, Walman Optical.

The practice recognized the need to refresh and modernize their website, as well as to revitalize their three Optical Trunk Shows. “Additionally, we aimed to experiment with Dry Eye Trunk Shows and required marketing metrics to evaluate their digital advertising and physical marketing campaigns,” Aleckson explains.

A significant motivation was the rebranding effort to unify Litchfield Eye Center’s three clinics into a cohesive community, rather than three disassociated entities. The practice also sought to identify and directly market to a key demographic: female heads of households aged 25-45.

Effective Solutions and Their Impact

“D4Y plays a pivotal role in addressing our top challenges,” says Aleckson. “One of the standout tools introduced by D4Y is the Optical Treatment Plan (OTP), also known as the Doctor Recommendation Card. This key marketing tool enhances patient care by promoting capture rates and reducing remake rates. We have seen tangible growth statistics from our first year with D4Y.”

Rebranding and co-branding the three practices was essential for helping patients better understand the practice’s services and its locations available in West Central Minnesota. Furthermore, implementing a Google Reviews program has successfully launched patient reviews, enhancing the practice’s online presence. All three locations have increased reviews from less than 10 total reviews to over 50 reviews for each location!

D4Y also powered the launch of four trunk show campaigns—one at each clinic for optical products and one specifically for dry eye, significantly boosting engagement and sales. The Q2 trunk shows created an increase from 20 percent to 57 percent in optical revenue per exam for the three locations. And the back-to-school promotion helped reach 78 percent in optical revenue per exam at the Litchfield location.

Key Performance Metrics

The value of D4Y is backed up by the practice’s financial performance. “The partnership with D4Y positively influenced our profitability,” says Aleckson. “Growth statistics from the first year indicate a successful return on investment.”

Overall clinic revenue is up 7 percent, optical revenue has increased by 11 percent, which comes to 8.4 percent total revenue growth for the practice holistically. Aleckson attributes this growth to the D4Y and Walman Optical relationship.

Daily Integration of D4Y Services

“The integration of D4Y services into daily operations has been seamless,” Aleckson emphasizes. “The OTP is utilized for every patient across all clinics, simplifying the process of communicating eyewear prescriptions. A QR code directs patients to the newly designed website, managed completely by D4Y, where they can access knowledgeable articles about the eyewear and lenses offered.”

Over the past two years, the practice refreshed its eyewear and lens offerings, resulting in improved product quality and an increase in average frame prices. The OTP serves not only as a reminder of the advanced technology and features available, but also advertises the practice’s services and multiple locations.

Time Management and Efficiency Gains: Saving Staff 2-4 Hours Per Week

One of the most significant benefits of partnering with D4Y is the impact on practice management time at Litchfield Eye Center.

“Staff and leads have saved an estimated 2-4 hours per week per employee in creating and managing social media posts and campaigns,” Aleckson shares. “For trunk shows, the time spent planning and executing each event has decreased by at least 50 percent, saving approximately 40 hours. D4Y managed third-party vendors, designed marketing materials and handled ROI tracking, allowing our team to focus on patient care.”

Future Initiatives with D4Y

Looking ahead, the practice envisions D4Y helping them achieve new initiatives and objectives, further evolving their partnership. The potential for continued growth and innovation is promising, as they explore additional marketing strategies and community engagement efforts, all with help from D4Y.

Bottom Line: D4Y is a Transformative Marketing Partner

“The experience with D4Y has been transformative for the practice, addressing key challenges and enhancing operational efficiency,” Aleckson stresses. “As the partnership continues to evolve, we are excited about the future and the opportunities that lie ahead.”

Margery Weinstein is editor-in-chief of Review of Optometric Business. You can contact her at: mweinstein@jobson.com

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