Your practice is part of a dynamic community, so keeping your services top-of-mind can be a challenge. Mobile phones have overtaken desktop computers as the primary device for web search and people are spending increasingly more time online, especially connected to social media.
Thus, marketing your practice has evolved to include all sorts of digital aspects, even for more traditional methods. Sending out recall letters or still running print and radio ads? Even loyal patients are likely to check out your website and do some comparative online searches now before responding.
Seek and you shall find
In the early days of Google, Yahoo and Internet Explorer, it was the wild west of advertising, occupied mainly by large corporations using the “spray and pray” approach, putting out as many ads as possible. Fast forward 20 years and there has been a massive shift to local search, especially given platforms such as Google My Business, designed to empower small business owners with tools such as Google Maps, Google Reviews and Google Ads, which can be targeted to your own database.
The physical aspects of your practice are now well represented online: Google and Facebook know your business location and create a listing for you automatically. This is taken a step further with health directory websites looking to play a role in guiding patients to healthcare providers.
You need to know what both new and existing patients experience when they come to visit your practice. Explore their patient journey online and the digital touchpoints they use to know what prompted them to visit and how you can better represent your practice online.
Tips and tricks for online search
Definitely dos
Definitely don’ts
Every post has a purpose
Back in late 2005, Facebook rolled out across the globe and two years later, company pages were launched and businesses started to get to grips with this new media.
In 2018, it would be unusual for a business not to have a Facebook page. It serves the same purpose as your website: to represent your practice online, but with the added benefit of built-in traffic generating capabilities. Reaching patients with your message has become easier, because of the trust and transparency that comes with social media. Every post has a purpose, to engage and inspire your target audience.
Tips and tricks for social media marketing
Definitely dos
Definitely don’ts
Your digital advantage
The benefit of digital marketing and consumer online activity is that it leaves a digital footprint. You can measure if your methods are working and this allows you to focus on specific audiences and techniques generating the best response. As a business promoting eye health, the latest eye care and eyewear, this is a huge advantage for you. You’ve got a service that benefits nearly everyone in your local area, it’s just a matter of how to get your message out.
*About the author:
Robert Springer is the technical director of OptomEDGE, an optometry-focused marketing agency covering campaigns, printed and digital recalls, and patient communications. To get in touch and learn more, please call: +64 9 889 3179 or email ask@optomedge.co.nz