New Year Campaigns – Campaign Resource Hub

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

Welcome to the New Year 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.

Under each section, you will find a downloadable How-to Marketing Schedule outlining actionable steps you can take throughout January, February & March 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 New Year 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 during the October – December. For help exporting a list please visit the help section of ProMarket.

Step 3: Choose Your Campaign Design

This year, we are excited to offer a range of new New Year Health Fund and Back To School 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 ‘New Year Campaign’ section of ProMarket, you can navigate to the following product categories:

NEW YEAR HEALTH FUND ILLUSTRATED

• A Little Extra

NEW YEAR HEALTH FUND PHOTOGRAPHIC

• New Year, New You
• Something Extra

BACK TO SCHOOL ILLUSTRATED

• SuperVision
• Tick off a Test

BACK TO SCHOOL PHOTOGRAPHIC

• Tick off a Test
• Eyesential
• Back to School

When downloading your digital assets from Dropbox, we also strongly recommend you select assets designed for your chosen campaign. Mixing and matching styles from different campaigns will reduce their effectiveness.

Simply choose the option that matches your point of sale banner/window pack, and start ordering!

Step 4: Current and Lapsed Patients From Your Database

The New Year campaign is designed to engage your database and drive people to use their Optical Extras/book an eye test at your practice. We have developed NYHF and BTS emailers and SMSs to help you engage your current patients and reengage lapsed 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 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 or customise your own offer.

CAMPAIGN SMS – $0.17 ex GST

• Select from a range of SMS communications to support your multi-channel campaign for current and lapsed patients to reinforce your print message and drive practice revenue.

The How-to Marketing Guide (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
• Blog article
• 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 New Year 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