Vision Expo East 2014

Transcription

1 SECRETS TO EFFECTIVE MARKETING IN OPTICAL Samantha Toth :: Innereactive Media Optical Marketing Specialists PATIENTS WILL PERCEIVE YOUR PRACTICE THE WAY YOUR MARKETING REPRESENTS YOUR PRACTICE Facebook.com/innereactive Samantha J Toth It s not just eyeglasses anymore AVOID THE TEMPTATION TO BE ALL THINGS TO ALL PEOPLE Source: First Business News (3/14/14) EXTERNAL MARKETING Yellow Pages Direct Mail Newspaper Billboards Television Website Social Media INTERNAL MARKETING Company Purpose & Vision Unique Selling Position Telephone & Front Office Customer Service Training Employee Engagement Lens Selection & Education Tools Frame Selection Pricing & Managed Care Patient Follow-up & WOM Referrals Reserved. Facebook.com/INNEReactive 1

2 SCHEDULING While scheduling the appointment, ask the patient to please bring all additional pairs of eyewear, even backup glasses and sunglasses. INTAKE Upon arrival, collect all eyewear from the patient Verify the eyewear, clean and return it Make notes of supplemental eyewear in patient's file Ask patient to complete a visual needs assessment 90% of Patients do not have a secondary pair of prescription eyewear EXAMINATION Review health history & lifestyle Ask questions Communicate findings Prescribe solutions & discuss with patient Write down the prescribed solutions FOLLOW UP PROGRAMS Hi Mrs. Smith, this is Julie from ABC Eyecare. I wanted to give you a quick phone call to follow-up with you regarding your new eyewear. It is our goal that you are 100% satisfied with your eyecare experience. Is there anything we could have done differently to improve your experience with us? REFERRAL PROGRAMS TOP MARKETING MISTAKES TO AVOID Reserved. Facebook.com/INNEReactive 2

3 WASTING MONEY ON OLD ADVERTISING MEDIUMS WASTING MONEY ON OLD ADVERTISING USE PROFESSIONALLY DEVELOPED CONTENT ONLINE MARKETING Sample 2011 GetInnexus.com ONLINE MARKETING ONLINE MARKETING google.com/mobile/goggles Reserved. Facebook.com/INNEReactive 3

4 Don t Utilize Social Media YOUR PATIENTS ARE USING SOCIAL MEDIA Video 2013 Erik What s the ROI of Social Media? Social media = Word of mouth on digital steroids Brands need to wake up to the fact that new media isn t going away and in fact, I d argue that it isn t new anymore and it s at the forefront. So, you can either wake up and pay attention or you will lose business to the company that is paying attention. - C.C. Chapman on the blog Managing the Gray WHICH SOCIAL NETWORKS WILL YOU USE? Don t have A Social Strategy Reserved. Facebook.com/INNEReactive 4

5 What s the Formula for Social media success? 70% - Add value to your business and brand recognition 10% - Posts are promotional in nature 20% - Sharing other s ideas or posts Don t be afraid to get personal Photos get: 53% more likes 104% more comments 84% more click-throughs Question posts get 100% more comments Posting 1-2 times a day gets 40% more engagement. Posting Source: times a week gets 71% more engagement When to post How often? 100% OUTSOURCE SOCIAL MEDIA POSTING Reserved. Facebook.com/INNEReactive 5

6 BE YOURSELF & GET PERSONAL WEBSITE IS NOT OPTIMIZED FOR MOBILE OPTIMIZED FOR MOBILE DEVICES OPTIMIZED FOR MOBILE DEVICES Quick, easy access to the information patients need. Video 2013 Erik YELP YELP EXAMPLE 90% of the time businesses are searched for online prior to calling. 70% of mobile searches lead to action in one hour. Reserved. Facebook.com/INNEReactive 6

7 SECRETS TO EFFECTIVE MARKETING IN OPTICAL Samantha Toth :: Innereactive Media Optical Marketing Specialists Facebook.com/innereactive Samantha J Toth Reserved. Facebook.com/INNEReactive 7