Ready to kick off your local marketing campaign? Let’s go!
Welcome to the Independent Value 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 Independent Value campaign focuses on prospective AND current patients that value specialisation, quality of care, 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 during the February-April period. For help exporting a list please visit the help section of ProMarket.
This year, we are excited to offer a range of new Independent Value 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 ‘Independent Value Campaign’ section of ProMarket, you can navigate to the following product categories:
1. Myopia
2. Dry Eye
3. Ortho-K
4. Travel
5. Eyecare for Individuals
6. Colour Pop
7. Illustrated
The Independent Value campaign is designed to acquire new patients by highlighting your practice as industry leaders in your respective focus areas, establishing credibility and trust. We have developed GP referral assets, emailers and SMSs to help you engage prospective patients and reengage existing patients with the appropriate 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:
Campaign Emails – Free
Send an email to current and lapsed patients to re-engage them with your practice, highlighting areas you specialise in.
Campaign SMS – $0.17 ex GST
Send an SMS to current and lapsed patients to re-engage them with your practice, highlighting areas you specialise in.
A4 GP Poster (Bundle of 10) – $15.48 ex GST
Provide this referral poster to medical practitioners in your area, aimed to aid in acquiring new patient referrals.
GP Referral Letter and Poster – $4.45 ex GST
Provide this referral letter and poster to medical practitioners in your area, aimed to aid in acquiring new patient referrals.
*Posters available for purchase separately.
GP Referral DL Flyers – $29.95
Hand out these DL flyers to medical practitioners in your area. These are able to be displayed in waiting rooms, and provide the opportunity to communicate key information about your services to potential patients.
*Available in Myopia, Dry Eye and Ortho-K options.
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 May-July
- 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
