During the May-July campaign period, we want to offer you the chance to promote your practice's unique value to the community. The two new campaigns released aim to draw attention to the importance of a patient focus and tailored eyewear, as well as the extensive range of frames offered in your practice.
It is imperative that you promote this campaign outside the four walls of the practice. To facilitate this, we have developed direct marketing products in ProMarket and instructions on how to find new patients in the ‘New Patient Marketing Dropbox’. This is aimed to make promoting your practice as simple as possible.
May – New, Active and Lapsed Patients
Drive new and existing patients to book appointments for 2023 by ordering your email direct marketing, seasonal newsletter and SMSs.
WHEN WHAT TIPS STATUS
First 2 weeks of May
Take the opportunity to assess all your digital assets and ensure these are in a state where they convert local residents into new patients
Digital assets
Objectively assess your website and social media pages. Ensure all details are correct and each page is up to date and set up correctly. Ensure you have Google Analytics set up on your website. Speak to ProVision Marketing staff for any help required.
Read our article to learn how to effectively assess your digital presence >
Google ‘My Business’
Visit your Google ‘My Business’ page and complete all the elements. This will support your new patient advertising.
Learn about Google My Business >
The first part of having an effective Social Media strategy –one that drives new patients – is sharing engaging content.
Social media posting
Develop a May - July social media content calendar, and discover social media tips and strategies here >
DONE
Utilise
SMS ($0.17)
Need immediate appointments? Schedule an SMS to remind those people who are due to book an appointment.
Send an email as a follow up to those that do not book two weeks after the SMS.
SMS has the best results when sent on Mon, Tues or Wed between 10:00 am or 11:00 am.
SMS ($0.17)
Do you have patients on your database overdue for an eye test? Schedule an SMS to remind these patients of your values as an independent practice and the importance of an eye test and to book an appointment.
SMS has the best results when sent on Mon, Tues or Wed between 10:00 am or 11:00 am
Google Ads
Have a deep look at your Google search results. Are you showing up in the top 3 search results? To find new patients you might need to implement Google Search Ads.
Learn how to set up Google Search Ads >
Use the Independent Value Campaign’s Dropbox suggested advertising content.
Social
Schedule ‘Click to Web Advertising’ Promote this advertising to your ideal local patient.
Think about your ideal local patient. Is there a local communication channel (ie. radio, publication, web & sports clubs) that they use often?
If yes, contact this channel, assess their advertising rates and see how you can advertise and provide editorial with that channel.
Attract New Patients
Drive new and existing patients to book appointments for 2023 by ordering your email direct marketing, seasonal newsletter and SMSs.
WHEN & WHY WHAT TIPS STATUS
Winter
ProMarket here > ☐ TO DO ☐ DONE Social media posting
Access the Campaign Dropbox here > ☐ TO DO ☐ DONE Social media advertising
☐ TO DO ☐ DONE Online appointments
Assess how your online appointments are performing. You can do this by comparing May 2023 to May 2022 and observing whether there is an increase or decrease in appointments.
☐ TO DO ☐ DONE Website Place a blog or
webpage article on individualised eyecare
these GP resources on the ProVision member
MARKETING LISTS
Use the guide below to export each targeted campaign list from SUNIX or Optomate to upload into ProMarket.
WINTER EMAIL DISTRIBUTION
We recommend sending an email newsletter to your full export - those who have been to the practice in the last 6 years (1/5/2017 – 1/5/2023)
CONTACT LAPSED PATIENTS
Lapsed patients aged who you have not seen in the last 3 – 6 years: Been to the practice 3 – 6 years ago (1/5/2017 – 1/5/2023)
REMIND ADULTS ABOUT APPOINTMENTS via SMS
Active spectacle and contact lens patients aged 18 and over: Been to the practice in the last 4 years (1/5/2019 – 1/5/2023) OR refine to avoid marketing to the same patients you targeted for NYHF by focusing on health fund patients who purchased with you in 2022 before you started your NYHF marketing Spectacle and/or contact lens wearers (with prescription) Remove patients who will be recalled in the next 6 months (1/5/2023 – 1/11/2023)
To access ProMarket, the New Patient Dropbox, or ask advice from the ProVision Marketing Team, please visit optom.provision.com.au and contact us via LiveChat.