Independent Value Campaign 2022 Campaign Resource Hub

Ready to kick off your local marketing campaign? Let’s go!

Welcome to your Campaign Resource Hub!

This is your go-to place for all ‘Independent Value Campaign’ 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 May, June & July to maximise the impact of your 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 Independent Value campaign focuses on current AND prospective patients that value quality of care, community and local convenience, and having access to the latest practice technology. 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 January, February and March. For help exporting a list please visit the help section of ProMarket.

Step 3: Current and Lapsed Patients From Your Database

This campaign was designed to engage your database and drive people to book an appointment at your practice. We have developed campaign letters, emailers and SMSs to help you engage your current patients and reengage lapsed patients with appropriate messaging. Staying in touch with your database will maintain loyalty to your practice and support 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:

• Expert Eye Care Standard Letter – $1.62 ex GST
  Send this single-sided letter to promote the various ways your practice offers a high quality of care. Send to patients from the past 4 years. Each letter product allows you the choice of 4 call to action options: No Offer/Custom Offer, $ or % Off, and  $ or % Off Second Complete Pair.
• Eye Care Worth Travelling For Standard letter – $1.62 ex GST
  Send this single-sided letter to promote the presence of your practice within the community and convenience of being a local business. Send to patients from the past 4 years. Each letter product allows you the choice of 4 call to action options: No Offer/Custom Offer, $ or % Off, and  $ or % Off Second Complete Pair..
• Technology Standard letter – $1.62 ex GST
  Send this single-sided letter to promote the various ways your practice offers a high quality of care. Send to patients from the past 4 years. Each letter product allows you the choice of 4 call to action options: No Offer/Custom Offer, $ or % Off, and  $ or % Off Second Complete Pair.
• 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, 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 messaging for current and lapsed patients as well parents.

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?

We have developed a suite of digital and traditional marketing assets to promote your ‘independent value’ to the community:

• 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
• Radio scripts
• TV and media screens
• 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 campaign 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