With fall almost upon us, it is a good time to ramp up the marketing you do for colored contact lenses. Many patients are very interested in cosmetic lenses for the holidays, so create an informative email you can send, letting them know what is available. Last year we sent an email out with all the Halloween designs and we had a very nice response for requests for appointments. Not every patient who came in purchased the contact lenses advertised for one reason or another, which is normal. One important goal for a marketing campaign is to bring patients in the door. Once the patients are there you can have a conversation regarding what is best for them.
Coordinate your campaign so you have each key marketing channel aligned. This may include email, social media and in-office advertising. Don’t forget about your website either. Consider adding a "Promotions" piece to your site that showcases options for seasonal lenses, as well as colors. Now is the time to get started. Also, be sure to add this marketing strategy as a placeholder on your calendar so you remember it next year.
Remember to have fun with colors! Colors are a great way to create a unique experience for your patients. Take advantage of the seasons and holidays to make that happen.
April Jasper, OD, FAAOhas a private practice in West Palm Beach, Florida. She serves on several Advisory boards including Vision Source, Allergan and Alcon. Dr. Jasper is the former 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 atwww.DistinctiveStrategies.com.