Ready to kick off your local marketing campaign? Let’s go!
Welcome to the End of Year Health Fund Campaign Resource Hub!
This is your go-to place for 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.
Remember, the ProVision Marketing team is here to support you every step of the way, either by phone, email or Live Chat!
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.
The EOYHF 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. For help exporting a list please visit the help section of ProMarket.
This year, we are excited to offer a range of new EOYHF campaign designs, in addition to re-activating some of our popular designs from recent years.
To make the most of your digital marketing efforts, we recommend choosing digital marketing options that are consistent with the campaign banner/window pack that you have ordered.
Within the ‘EOYHF Campaign’ section of ProMarket, you can navigate to the following product categories:
1. Hourglass
2. Make Your Extras Move
3. Use Them or Lose Them
4. Extras Feeling
5. Extras Balance
6. Paperboy
7. Catch up
8. Fireworks
9. Bold Type
10. Squiggly Lines
11. Happy Face
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 Letters with Card – $2.78 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 4 call to action options, as follows: $ or % Off, $ or % Off Second Complete Pair, Customise your own offer, and Gift Voucher to be used in the New Year.
Premium Letters without Card – $2.28 ex GST
Send this thick card premium letter 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 4 call to action options, as follows: $ or % Off, $ or % Off Second Complete Pair, Customise your own offer, and Gift Voucher to be used in the New Year.
Standard Letters – $2.13 ex GST
Send this double sided letter 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 4 call to action options, as follows: $ or % Off, $ or % Off Second Complete Pair, Customise your own offer, and Gift Voucher to be used in the New Year.
New Year Gift Cards – $57 ex GST (Pack of 60)
Present these gift cards 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 additional eyewear.
Campaign Emails – Free
Send an email to consumers using your choice of campaign theme. Choose from: generic, $% off eyewear, $% off the second pair, no offer or your own custom offer.
Campaign SMS – $0.17 ex GST
Send an SMS to current and lapsed patients to re-engage them with your practice. Options available include wording tailored to your chosen campaign theme.
We have developed a step-by-step social media guide to walk you through the execution of a successful social media campaign, leveraging the digital assets we have designed as part of your campaign resource pack.
Step 1 – Nominate a Social Media Person at your Practice
With the support of ProVision’s resources and instructional videos, this person will be responsible for:
- Planning your social media content for Oct-Dec
- Selecting from ProVision’s post suggestions, images and video that are most aligned with practice ethos/values/demographic
- Generating unique content and leveraging the wider team’s input
- Scheduling and boosting posts
- Setting up click to web advertising
- Reviewing the effectiveness of the advertising and making adjustments as required
Step 2 – Consider Who Your Ideal Audience Is
The beauty of social media is that you can reach different segments of your local community with targeted content that will appeal to their unique interests and pain points. That’s why it’s important to consider what kind of customer you want to attract and select/share content that will be relevant to them for maximum engagement.
Step 3 – Campaign Content Libraries
Your campaign social media spreadsheet is your content go-to, with links taking you to our campaign Dropbox for easy access to images and video content developed by ProVision.
Step 4 – Select Content that Aligns with your Practice & Resonates with your Ideal Customer
The content library has been designed as a resource to help you plan your campaign content calendar – utilizing content ProVision has developed in conjunction with your own unique content (see DIY idea tab). Developing content around content themes or topics allows us to:
- Keep our audiences engaged by evolving the messaging over the 3-month campaign period so it doesn’t get repetitive or stale
- Educate our audiences about our positioning and points of difference (why choose us)
- Appeal to different segments of our audience by sharing a diverse range of themes that will resonate differently with each segment
While ProVision content is a great base to kick-start your content creation, the content you create yourself based on real-time events, your unique flavour and expertise and your team, is what will have the highest engagement with your audience. So, get the team together and brainstorm how the themes in the Content Library apply to your practice. Let the collective creative juices flow!
Step 5 – Plan your Content
Once you know which content is right for your practice based on your values, ethos and the customers you wish to attract, you can begin planning your content. You will find the Monthly Content Planner template within the social media spreadsheet.
Allocate each piece of content to a particular date in your content planner (we recommend 3-4 posts per week for high engagement) and watch your content plan take form!
Step 6 – Boost your Content to your Ideal Customer
The key is to boost your content to your ideal local customer by creating a custom audience and scheduling it at the right time so they see it. How do you do this?
- Create content that resonates with your ideal customer as in Step 4.
- Create a Custom Audience in Social Media and boost your content to your ideal patient
- Schedule posts at the ideal time your custom audience is on Social Media, e.g. 7am or possibly at 8pm for Gen X females
- Schedule 4 weeks’ worth of content in one sitting
