Optometric Management Special Edition

2015

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44 S P E C I A L E D I T I O N 2 0 1 5 • O P T O M E T R I C M A N A G E M E N T . C O M W ITH THE popularity of computers, tab- lets, smartphones, etc., engaging with patients and mar- keting your prac- tice is easier than ever. To maximize your eforts, here are a few insights into how you can make efective use of the latest tools to acquire new patients and stay connected with your existing ones — giving them every reason to stay loyal to the practice. PATIENT EDUCATION AND MARKETING Patient education is an important way to keep the lines of communica- tion open. Sending a short, focused newsletter to introduce patients to new products and services is a great way to engage with them — and a perfect opportunity to invite them back in to your practice. Remember, if the information is timely and rel- evant, the patient will welcome it. Most patient communication sof- ware ofers a customizable e-news- letter, and many ofer a library of content to supplement your message. For example, if you recently added a new daily disposable contact lens to your product oferings, you could include information from the library regarding dry eye or ocular allergies. Be sure to analyze key metrics, in- cluding the open rate, click-through rate, etc., so you can track the efec- tiveness of the campaign. SURVEYS AND REVIEWS All practices have their own idea of how they are perceived by its patients. Sometimes they are right; sometimes they are wrong. If you are serious about providing a frst-class patient experience — which you should be — it is imperative to get feedback from your patients. One of the best ways to gather patient input is through post- appointment surveys. Again, most sofware programs ofer this feature, making it easy to customize your outreach and track the responses. Two quick tips: (1) Te frst — and most important — question should be "Would you refer your family and friends to us?" Tat tells it all! (2) Te last question on your survey should be a "long form" response, which al- lows the patient to leave a review. ONLINE MARKETING Increasingly, patients are search- ing online for medical guidance and advice before choosing a provider or moving forward with a procedure. Terefore, you need to proactively engage with both current and po- tential patients through your website and social media pages. Facebook is a good place to start, and you should also consider other platforms, such as Twitter and Instagram. With pa- tient permission, it's important to prominently display positive reviews on your website and Facebook page, as studies have shown that reviews are a strong factor in a new patient's decision regarding the provider he or she chooses. Also, monitor your "webutation" (online reputation) so you stay on top of what's being said about you and your ofce — and re- spond appropriately when necessary. Again, many sofware programs provide help with online marketing eforts, so be sure to take full advan- tage of these services to stay active and engaged with your patients. SEAMLESS INTEGRATION If your patients are surrounded by sincere engagement from your practice, they are less likely to go elsewhere. Today's innovative mar- keting technology allows practices to reach and engage with patients like never before. Utilizing this invaluable tool not only improves efciency and provides real-time patient engagement and feedback, it also ofers new revenues to support an improved bottom line. OM JAY BINKOWITZ is the president of GPN, an opto- metric consulting company based in Huntington, N.Y. He has had extensive experience in retail operations, merchandising and marketing. Email him at jay.gpn@gmail.com, or to comment on this article, visit tinyurl.com/OMcomment. SOCIAL CONSUMER CORNER Bring Back the Birthday Greeting! Many offces have discontinued the prac- tice of sending out birthday greetings. It's too bad, because who doesn't like to be recognized on their birthday? Moreover, this greeting can be a marketing opportu- nity. If you give the birthday boy or girl an incentive to return — such as a discount on a new product or service — it serves as education AND can be a signifcant revenue generator. COMMUNICATION SERVICES ENHANCE THE CONSUMER EXPERIENCE THROUGH INNOVATIVE SOFTWARE

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