EOYHF 2021 Campaign Resource Hub

Ready to kick off your EOYHF Campaign? Let’s go!

Welcome to your EOYHF Campaign Resource Hub!

This is your go-to place for all End of Year Health Fund Campaign (EOYHF) related information, tools and resources – everything you will need to execute an effective, targeted campaign. Here we share strategies to help you both engage current and lapsed patients in your database and attract new patients.

Under each section, you will find a downloadable How-to Marketing Schedule outlining actionable steps you can take throughout Sep, Oct, Nov & Dec to maximise the impact of your EOYHF campaign within your local community. Remember, the ProVision Marketing team is here to support you every step of the way, either by phone, email or Live Chat!

Step 1: Campaign Planning

Successful campaigns take planning! That’s why we have developed a step-by-step guide – complete with an instructional video and brochure – to help you plan, execute and measure a successful marketing campaign. To download your Campaign Planning & Management guide and watch the accompanying video click here.

Step 2: Identify Your Audience

The EOYHF campaign focuses on current patients that aren’t, on the whole, due for recall, and have unused optical extras. We recommend exporting a list of current patients from the past 4 years and targeting up to 1,000 patients. If your target list is larger than 1,000 you can refine it down based on how recently the patients have visited your practice. Be sure to include patients who visited your practice up to 4 years ago, and those who received SMS or email communications in October, November and December. For help exporting a list please visit the help section of ProMarket.

Step 3: Current and Lapsed Patients From Your Database

The EOYHF is designed to engage your database and drive people to use their Optical Extras at your practice. We have developed EOYHF letters, emailers and SMSs to help you engage your current patients and reengage lapsed patients with the EOYHF message. Staying in touch with your database will maintain loyalty to your practice and drive appointments that complement your customer acquisition efforts.

The following templates are available for order in ProMarket – Use these popular direct marketing options below to remind active and lapsed patients to use their health benefits:

• Premium Letter with Card – $2.09 ex GST
  Send this thick card premium letter with a plastic card attached with an offer that patients can bring in practice to patients with unused optical benefits from the past 4 years. Each letter product allows you the choice of 3 call to action options, as follows: $ or % Off, $ or % Off Second Complete Pair and Gift Voucher to be used in the New Year.
• Premium Letter – $1.76 ex GST
  Send this thick double-sided premium letter to patients with unused optical benefits from the past 4 years. Each letter product allows you the choice of 5 call to action options, as follows: No Offer – Generic Call to Action, $ or % Off, $ or % Off Second Complete Pair, Gift Voucher to be used in the New Year and Custom Offer – Write Your Own.
• Standard letter – $1.62 ex GST
  Send this double-sided letter with the back of the letter dedicated to promoting various ways in which health fund optical extras could be utilised, to patients with unused optical benefits from the past 4 years. Each letter product allows you the choice of 5 call to action options, as follows: No Offer – Generic Call to Action, $ or % Off, $ or % Off Second Complete Pair, Gift Voucher to be used in the New Year and Custom Offer – Write Your Own.
• Plastic Wallet Size Gift Cards Pack of 60 – $55 ex GST
  Order this pack of 60 vouchers to your practice to support your multi-pair strategy. Present these vouchers after purchase in Oct-Dec to be redeemed by patients in Jan once their health fund benefits have been renewed. This will incentivise them to return to your practice and purchase a second pair.
• Campaign email – Free
  Send an email to current and lapsed patients to re-engage them with your practice. Choose from: generic, $% off eyewear, $% off the second pair, gift voucher 2021 or customise your own offer.
• Campaign SMS – $0.17 ex GST
  Select from a range of SMS communications to support your multi-channel campaign, including dedicated monthly messaging for October, November and December for current and lapsed patients to reinforce your print message and drive practice revenue.

This year, we encourage you to place your orders for print as early as possible due to potential COVID-19 Australia Post delays to ensure your direct marketing reaches your patients ahead of the busy period. We suggest allowing 2-3 weeks for delivery.

The How-to Marketing Schedule (link below) gives you actionable steps to leverage ProMarket resources and get more patients through the door. 

Ready to Attract New Patients?

While the EOYHF is mainly an existing patient database campaign, you can still engage and find new patients with this message.

We will develop a suite of digital and traditional marketing assets to support you in doing just that:

• Social Media assets including post copy, images, videos, cover images, content planner and more
• Video tutorials to guide you through Facebook ‘click to web’ advertising, scheduling, boosting and creating custom audiences
• Blog articles
• Radio scripts
• TV and media screens
• Press release template
• Newspaper template
• Google Advertising templates

Think about your ideal local patient: what local communication channels do they use regularly? Consider social media platforms, local radio stations, local sporting clubs and community organisations, local schools and local publications. Then download the New Patient resources (link below) which will help you bring your EOYHF message to your ideal audience!

Ready to take actionable steps to reach new patients? Download the How-to Marketing Schedule below to get started!

Questions? Please don’t hesitate to contact the ProVision marketing team via the details below, or talk to us on Live Chat.

P      03 8544 3900
E      marketing@provision.com.au