Marketing Samples Medical Optometry

Transcription

1 Marketing Samples Medical Optometry

2 Intended Use The purpose of this marketing sample packet is to provide examples of the ways your practice can implement text for newsletters, s or letters, on-hold messages, cable and radio spots, postcards, social media, and more. The examples herein should be used as a framework to assist your practice in creating marketing materials concerning a particular topic. Although each example is complete, they are not exhaustive, and are designed to be customized to your practice s preferences and needs. Feel free to use the existing text herein to communicate with your clients, making sure to modify each example to correspond to the services, technologies, opinions, and needs of your practice. Design examples, including post cards and newspaper ads, can be modified and customized in Adobe InDesign. Talk with your consultant about how to best implement the design examples shown in this packet. Most often, a third-party design/printing service will be required to offer design customization and printing services.

3 Plan of Action Place an ad in the newspaper or local community magazine that highlights your medical experience with regards to eye diseases and disorders. You may also want to promote this on your yellow page ad as a bullet point. Utilize social media and electronic forms of marketing to reach all target demographics. E-blasts, posts and electronic newsletters are able to get the word out quickly and precisely. Submit articles to local publications and newsletters about the warning signs, diagnosis and treatment of common eye diseases and disorders. Explain the coordination-of-care benefits of visiting an optometrist for both prescriptive needs and comprehensive eye health care. Include your medical experience on your website and in your on-hold message. In your newsletter or practice publication, remind patients that you provide comprehensive eye health care, in addition to glasses and contacts services. Develop a direct mail postcard that positions your practice as a total eye health provider. Highlight your medical experience of diagnosing, monitoring and treating eye health disorders in addition to providing prescriptive needs. Develop a flyer for the front desk and waiting room areas that discusses common eye diseases and disorders. Encourage patients to bring up any eye health concerns they may have during their appointment. Send an and/or postcard to patients in your database who have visited you for glasses or contacts, but not medical care. Tell them about your medical experience and let them know they can visit you for all of their eye health needs. Submit a public service announcement to local newspapers and radio stations regarding symptoms and treatments for common eye disorders and diseases. Public service announcements are free, and they are a great way to promote your practice. Best of all, they show your concern for the community, which is positive public relations. Consider submitting the announcement during March, which is Save Your Vision month. Take your message to the community by speaking at health fairs, civic clubs, assisted living and retirement centers on the topics of eye health. Have the (above) flyer available to distribute to participants. Host a free seminar on eye diseases and disorders. Hold the seminar at your practice, or in a community-owned meeting room. Advertise the event on your reception area monitor, social media, your newsletter, the local paper, and on the radio.

4 On-Hold Message Thank you for contacting ABDC Eyecare. Our staff is currently assisting another patient and will be with you shortly. Did you know that some eye problems, if not treated right away, can damage your vision? Signs you may have an eye disorder include blind spots, blurred or cloudy vision, chronic tearing, floaters, headaches, increased sensitivity to light, and red, watery, or scratchy eyes. At ABCD Eyecare, we have over X years experience in diagnosing, monitoring and treating eye disorders and diseases. Tell your doctor if you are currently suffering from a vision disorder, or experiencing any problematic symptoms. With early detection and treatment, you can live comfortably with an eye disease, or correct the disorder completely. Thank you for holding. We ll be with you in a moment.

5 Newsletter Article Sample Focus on the Health of Your Eyes Did you know that some of the most damaging eye diseases and disorders can be treated if caught early? Signs indicating you may have an eye disorder include: Blind spots Blurred or cloudy vision Chronic tearing Floaters Headaches Increased sensitivity to light Red watery eyes Scratchy feeling in eyes It s important to have your eyes examined by an optometrist who specializes in all aspects of eye health, including the diagnosis and treatment of eye diseases and disorders. State-of-the-art equipment and specially-trained staff allow for the treatment of a wide variety of eye problems, including: Glaucoma Cataracts Retinal Detachment Blephaitis Conjunctivitis Macular Degeneration Diabetic Retinopathy Chronic Dry Eye Amblyopia Keratoconus An optometrist will monitor your eye health if you have a medical or family history of diseases that cause eye problems, and put preventive screening measures in place to detect problems early before damaging results occur. Special lenses, medications, and sometimes surgery, can help you live comfortably with an eye disease, or correct the disorder completely. If unchecked, eye problems can cause serious damage to your vision. If you or a family member are currently suffering from any of the above symptoms, schedule a vision screening with an optometrist right away. Make the health of your eyes your primary focus! About Dr. Thomas Smith Dr. Thomas Smith is an optometrist at ABCD Eyecare in Anytown, US and has over X years experience diagnosing, monitoring and treating eye disorders and diseases. Dr. Smith frequently speaks at community events, assisted living and retirement centers to promote awareness of the importance of eye health. Call to schedule a presentation, or to make an appointment if you suspect that you or a family member might have a vision disorder or disease.

6 Patient Letter/ Sample Dear Patient, Did you know that ABCD Eyecare does more than prescribe eyewear and contact lenses? We have over X years experience in diagnosing, monitoring and treating eye disorders and diseases. Our state-of-the-art equipment and specially-trained staff allow us to treat a wide variety of eye problems, including: Blind spots Blurred or cloudy vision Chronic tearing Floaters Headaches Increased sensitivity to light Red watery eyes Scratchy feeling in eyes We will also monitor your eye health if you have a medical or family history of diseases that cause eye problems. We will put preventive screening measures in place to detect problems early before damaging results occur. We focus on comprehensive eye health, not just your ability to see. When you come to us with a problem, we already know your medical eye history. And if you need specialty care, we have a network of trusted professionals for referrals. Signs indicating you may have an eye disorder include: These symptoms, if unchecked, can cause serious damage to your eyes. If you are currently suffering a vision disorder, or problematic symptoms, call us today at to schedule a vision screening. At ABCD Eyecare, our focus is on the health of your eyes! Sincerely, Glaucoma Cataracts Retinal Detachment Blephaitis Conjunctivitis Dr. Thomas Smith Optometrist, ABCD Eyecare Macular Degeneration Diabetic Retinopathy Chronic Dry Eye Amblyopia Keratoconus

7 :30 Radio Spot SFX: (UPBEAT MUSIC) IN AND UNDER: ANNOUNCER: Did you know that some of the most damaging eye diseases and disorders can be treated if caught during the early stages? Signs indicating you may have an eye disorder include: blind spots, blurred or cloudy vision, chronic tearing, floaters, headaches, increased sensitivity to light, and red, watery, or scratchy eyes. Special lenses, medications, and sometimes surgery, can help you live comfortably with an eye disease, or correct the disorder completely. For more information about the signs of eye diseases and disorders, and how your optometrist can help, call ABCD Eyecare at

8 Sample Postcards Have you been diagnosed with an Eye Disease or Disorder? We have the experience and expertise to take care of your eyes. PEC PREMIER EYE CARE Are you experiencing MAIN STREET ANYWHERE, USA Blind spots? Headaches? Blurred vision? PEC PREMIER EYE CARE Premier Eyecare has over 15 years of experience in diagnosing, monitoring and treating eye disorders and diseases. Our state-of-the-art equipment and specially trained staff allow us to treat a wide variety of eye problems. We can put preventive screening measures in place to detect problems early before damaging results occur. Signs indicating you may have an eye disorder include: Blind spots Blurred or cloudy vision Chronic tearing Floaters Increased sensitivity to light Headacheds Red watery eyes Scratchy feeling in eyes These symptoms, if unchecked, can cause serious damage to your eyes. If you are currently suffering a vision disorder, or problematic symptoms, call us today at to schedule a vision screening. At Premier Eyecare, our focus ion the health of your eyes! Scratchy eyes? Chronic tearing? Light sensitivity? You need to know about Eye Diseases and Disorders Sample A. Sample 1234 Main Street Anywhere, USA 12345

9 Sample Flyer The Symptoms of common eye diseases and disorders Glaucoma damage to the optic nerve. The first signs of damage are side (peripheral) vision defects and difficulty with night vision. Early diagnosis and treatment with drugs or sometimes surgery can minimize vision loss. Cataracts a clouding of the lens inside the eye. Causes are aging, long-term exposure to the sun s ultraviolet radiation, injury, disease and inherited disorders. If the eye is healthy, a cataract can be surgically removed and vision restored, usually with intraocular lens implants. Retinal Detachment the retina separates from its underlying layer. Causes are holes in the retina, eye trauma, infection, blood vessel disturbance or a tumor. Most can be surgically re-attached with partial to complete restoration of vision. Blepharitis an inflammation of the eyelids and eyelash folicles. Good eyelid hygiene may control Blepharitis. When caused by bacterial infection, various antibiotics may be used in treatment. Conjunctivitis an inflammation of the layer that lines the inner eyelid and covers the white part of the eye. Symptoms are red watery eyes, inflamed inner eyelids, blurred vision, a scratchy feeling in the eyes, and sometimes a discharge. If untreated it can harm one s vision. Macular Degeneration an area on the retina responsible for sharp central vision deteriorates, causing blurred vision, and for some, a blind spot in the central area of vision. It is the leading cause of blindness in people over the age of 50. Diabetic Retinopathy retinal blood vessels develop tiny, abnormal branches that leak. This interferes with vision and causes damage to the retina over time. Laser procedures and surgical treatments can reduce its progression, but systemic control of diabetes is important. Chronic Dry Eye the eyes do not produce enough tears or the tears do not have the proper composition. Causes include age, blinking or eyelid problems, medications, dry climate, wind, dust, and chemical or thermal burns to the eyes. Treatments are available so the eyes remain healthy and vision unaffected. Amblyopia (Lazy Eye) the loss or lack of development of central vision in one eye. It usually develops before age six. Symptoms may include noticeably favoring one eye or a tendency to bump into objects on one side. Treatment may include a combination of prescription lenses, prisms, vision therapy and eye patching. Early diagnosis increases the chance for a complete recovery. Keratoconus the cornea becomes thin and irregular shaped, which causes distortion of vision. Eyeglasses or soft contact lenses may be used to correct the mild nearsightedness and astigmatism that it causes.

10 Sample Newspaper Ad Have you been diagnosed with an eye disease or disorder? Precision Family Eyecare does more than prescribe eyewear and contact lenses. We have over 15 years of experience in diagnosing, monitoring and treating eye disorders and diseases. Our state-of-the-art equipment and specially trained staff allow us to treat a wide variety of eye problems. We will also monitor your eye health if you have a medical or family history of diseases that cause eye problems. We will put preventive screening measures in place to detect problems early before damaging results occur. Signs indicating you may have an eye disorder include: Blind spots Blurred or cloudy vision Chronic tearing Floaters Headaches Increased sensitivity to light Red watery eyes Scratchy eyes These symptoms, if unchecked, can cause serious damage to your eyes. If you are currently suffering a vision disorder, or problematic symptoms, call us today at to schedule a vision screening. At Precision Family Eyecare, our focus is on the health of your eyes! PRECISION Family Eyecare 1234 Main Street Anywhere USA

11 Sample Social Media Posts Premier Eye Care Did you know that some eye problems, if not treated right away, can damage your vision? At ABCD Eyecare, we have over X years experience in diagnosing, monitoring and treating eye disorders and diseases. Call today if you are currently suffering from a vision disorder, or experiencing any problematic symptoms. Are you experiencing... Blind spots? Headaches? Blurred vision? Scratchy eyes? Chronic tearing? Light Precision sensitivity? Family Precision Family Eyecare is dedicated to you and your family s eye health needs. Visit us today! You need to know about Anywhere, USA Eye Diseases and Disorders Precision Family Did you know: some of the most damaging eye diseases can be treated if caught during the early stages? ow.ly/url124spw Precision Family

12 Marketing Tracking Form Marketing Activity: Date of Activity: Marketing Objective: Marketing Strategy: o On Hold Message o Social Media o Postcard o External/Internal Signage o Newsletter o Newspaper Ad o Yellow Pages o Cable/TV o Press Release o Office Brochure o Radio Ad o Speaking Engagement o Other Marketing Activity Costs: $ Cost Include: What was the offer/event? o Exam o Vision Benefits Program o Screenings o Speaking Engagements o Style Show o Consultation o Open House o Product Savings (list product) o Other Were any patient exams scheduled as part of this campaign? o Yes o No How many? New Patients? Established patients? How many responded/attended to this marketing activity? How many received information as part of this campaign? Was revenue generated as part of this campaign? o Yes o No Total $ Type of Revenue Generated o Frame Revenue $ o Exam Revenue $ o Lens Revenue $ o Solutions Revenue $ o Contact Lens Revenue $ o Co-mgmt. Revenue $ o Sunglass Revenue $ o Other Revenue $ What is your next marketing encounter with this group of people? What is your overall assessment of this marketing activity? What would you change next time for this campaign?