A well-defined target market is a crucial element of a marketing strategy.
Your ideal new patient may vary depending on your local demographics. However, we would advise that women aged 35 – 60yrs are the ideal target for an Optometry Practice as they are:
- More likely to be the key decision maker in regards to health in a family
- Most likely to care for and make health decisions for children or elderly parents
- Usually higher users of digital and community facilities
Who are they?
After researching your ideal patient take some notes about them:
- Where and how do they spend their work day?
- Where and how do they spend their recreation time?
- What common interests do your ideal patients enjoy?
How do you reach your ideal patient?
Now is the time to do some research and find out what paid (advertising) and unpaid (public relations) channels you should use.
Is your ideal patient walking past your practice?
Shopfront Signage
Your signage needs to be professional, clean and contemporary and reflect the brand of the practice.
Why Choose Us on Practice Windows
Make sure the first thing a potential patient sees is what’s special about you.
A-Frame
Display appointments, what’s special about you, health messages, offers and rotate these messages as required.
Window Displays
Create eye catching, interesting, dynamic window displays; promote what you’re all about, brands, offers and campaigns.
Is your ideal new patient online?
Digital marketing is the new frontier of marketing. Even if referred to you by word of mouth, a new patient is likely to view your practice online. Google & Facebook make advertising online as easy as possible.
Google Ads
If you don’t turn up in the first three organic search results, start Google Ads and move your website up the listings. Nominate key words – Google will have suggestions eg. optometrist, eye test, your location. Start with a small budget, see what works and move your website up the rankings.
Google Display Advertising
Do you have a responsive contemporary website? Google makes advertising on their huge display network easy and cheap and the returns can be fantastic. Instruct Google to display your online ad to your ideal patient. For example, women 35 – 60yrs in a 5 kilometre radius. You can specify the device, time and exclude certain sites etc. The more you refine your ad the cheaper it gets. You can also get statistics on how your ad has performed.
Social Media Advertising
Have you developed really great social content and a community following of 400 or more? Social Media advertising is very similar to Google advertising. Specify anyone on Facebook in a 5km radius – their gender and age – and these people will see your ad. Once again the more you refine the cheaper the advertising becomes.
Is your ideal patient being exposed to the below?
Local Newspaper Advertising and Advertorials
Advertise in local papers and magazines. As part of an advertising deal, write newsworthy eye health articles for the publication, become the local GO TO eye expert.
Radio Advertising
Promote the practice, offers and health messaging. Book these ads with prearranged on air interviews about eye health.
Outdoor Advertising
Source high visibility areas, local sports grounds, bus shelters etc. People can’t turn off outdoor advertising.
Cause Related Marketing
Donate and seek donations for Practice passions, then leverage this in Public Relations and Facebook.
Is your ideal patient being referred?
GPs, Chemists and Specialists
Through letters, practice brochure or face to face meetings, communicate your services to other health professionals.
Children’s Vision Program
Visit local schools do screenings, speeches and sponsor a local school event.
Major Local Employers
Offer screenings as part of employers OH&S program, and consider offering an incentive for employees.
Cross-Promotional Offers
Set up offers with local stores: coffee and cake vouchers, or discounts with other local retailers your ideal patients frequent.
Presentations to Local Groups and Local Sponsorship
Use donations strategically, deliver eye health presentations, communicate your passions and donate $ and services to local groups, then leverage this for Public Relations & Facebook.
For more information please contact the ProVision Marketing Department on (03) 8544 3900 or marketing@provision.com.au.
