The End of Year Health Fund Campaign should support your business growth efforts, encouraging patients with optical extras to claim value from their cover. We have developed direct marketing products in ProMarket and instructions on how to find new patients in the ‘New Patient Marketing Dropbox’ to make promoting your practice as simple as possible. To access all materials please refer to page 3 for links to ProVision resources. It is extremely important to assess your local circumstances and create a plan that works for your practice situation. We recommend a multi-channel approach with at least 2, if not 3, channels for this campaign. Whilst we have relied more heavily on digital communications in recent times, direct mail remains an important component of this campaign and we encourage you to incorporate it into your plan.
September - October Kick off your EOYHF marketing by ordering your direct mail, spring e-newsletter and SMS during September to arrive early October (SMS and Email) to mid-October (direct mail). Please note that Australia Post can take up to 2-3 weeks to deliver to your recipient’s address, so we urge you to order your letters as soon as possible.
WHEN
WHAT
TIPS
Direct Mail – Choose from: Order by the first week of October This will ensure letters arrive in October.
Standard Letter $1.62 ex GST Premium Letter $1.76 ex GST Premium Letter with gift card $1.95 ex GST
Active Patients^ Select from direct mail pieces to contact patients who have been to your practice in the last 4 years. Where possible, target 1,000 or more patients with print.
STATUS
September - October
Schedule to arrive in the first week of October
SMS – Choose from EOYHF SMS templates ($.017) or write your own using a ‘free text SMS’.
Active Patients^ Pre-empt or follow up your direct mail communication with an SMS. Lapsed Patients* SMS is a low-cost way to re-engage your lapsed database. Consider using the Free Text SMS template to include an offer. SMSs can be ordered from ProMarket and produce best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm
Spring Newsletter EmailDuring October
Throughout October
Send to your database to keep them engaged and up to date on impending EOYHF deadline.
Create a connection with your database with this seasonal newsletter. Export a list out of your POS system of all the emails you have and send the Spring Email Newsletter to this list.
Include 2-3 posts this month related to EOYHF. Select from the videos, images and suggested text that is provided in the campaign Drobox. Extend these to include your own custom posts, including staff and practice imagery. Send an email to marketing@provision.com.au to request a set of Google Ads that include your practice logo.
Set up in October to run over November and December
Google Ads
For your ads to be effective, we recommend: • Including a clear call to action on every page of your website • Ensure the ads link to an online booking system, either on your website or a tool like MyHealth1st • Setting a safe daily budget of around $5 if you are inexperienced with Google Ads. This can be increased once you are seeing a clear return on investment.
Follow Up in November Run a new marketing list for follow-up, excluding patients who have already responded.
WHEN
WHAT
TIPS
STATUS
Send to active patients^ where you don’t have an email address (send ‘November’ SMS in ProMarket). Schedule an SMS to follow up in early–mid November
Ensure there is a 4 week break between your Oct and Nov SMS.
SMS – Select from EOYHF SMS templates $0.17
Note: Lapsed Patients shouldn’t be included as there are 2 standalone communications in the Oct – Dec period targeting this group. SMS yields best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm
Schedule email to follow up in early–mid November
Email – Use campaign email to complement postal mail and SMS
Send to active patients^ and lapsed patients* who have not yet responded to your October communications.
Final Reminder in December Send one last friendly reminder to anyone who is yet to come in-practice to use their health fund optical extras this year.
WHEN & WHY
Schedule SMS for Wed 1st December
WHAT
TIPS
SMS-
Send to active patients^ and lapsed patients* who have attended your practice for up to 6 years and haven’t responded in October and November.
Select from EOYHF SMS templates, $0.17
Ensure this is completed in the first week of December - any later will not allow patients enough time to take action.
STATUS
SMS has best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm
^Active Patients Spectacle contact lens wearers with health fund optical benefits who haven’t claimed this year and visited practice within last 3-4 years *Lapsed Patients Spectacle contact lens wearers with health fund optical benefits who haven’t claimed this year and visited practice between 3-6 years ago
Links to ProVision help and resources Send one last friendly reminder to anyone who is yet to come in-practice to use their health fund optical extras this year. Access ProMarket here Access the Campaign Resource hub here Access the Social Media guide here Access EOYHF22 Dropbox here Contact the Marketing Team via Live Chat or email marketing@provision.com.au View our team directory here If you need assistance to run your marketing list please refer to the help section of ProMarket for instructions on Optomate Touch, Optomate Premier & Sunix.