The New Year brings new opportunity. For many of our patients, the New Year brings new insurance benefits as well. Patients like to be reminded of their opportunities. Consider creating an email newsletter that brings these options to your patients’ attention. Include a call to action outlining their new benefits, additional vision options they may want to consider, and always end with asking them to schedule an appointment.
Maximize the opportunity by adding information on colors to your newsletter. Patients want to know what’s new and exciting that your practice offers and there is no better way to tell them than a newsletter that links to your website where you have more detailed information on colors. The real magic though is when your messaging is consistent. Make certain you capitalize on your marketing efforts by combining your external marketing with internal promotion.
Update your point of purchase materials within the practice. Down with the old and in with the new, and be sure to use the same images and marketing in your office as you do in your newsletter. The vendors you work with have much more than counter cards, posters and window clings, including engaging social media pieces already created for you to use. It can be a challenge for a small business to create quality marketing programs like that of a large corporation. Take advantage of what others have developed and make your practice more attractive to your patients. Meet with your vendors, ask what is available. Keep the message consistent throughout the practice. Give someone in your practice the responsibility of marketing and then equip them with the tools they need to make them successful.
One of my favorite mantras is “See your business through the eyes of your Customer/Patient.” If we follow this philosophy our practices will continue to thrive.
April Jasper, OD, FAAO has a private practice in West Palm Beach, Florida. She serves on several Advisory boards including Vision Source, Allergan and Alcon. Dr. Jasper is President of the Florida Optometric Association. Her passion is sharing with her colleagues in areas of practice management and technology in an effort to help them become more successful in patient care and personal growth. She has created the company Distinctive Strategies and Leadership to accomplish that mission. Learn more at www.DistinctiveStrategies.com.