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ENHANCE THE CONSUMER EXPERIENCE THROUGH INNOVATIVE SOFTWARE

WITH THE popularity of computers, tablets, smartphones, etc., engaging with patients and marketing your practice is easier than ever. To maximize your efforts, here are a few insights into how you can make effective use of the latest tools to acquire new patients and stay connected with your existing ones — giving them every reason to stay loyal to the practice.

PATIENT EDUCATION AND MARKETING

Patient education is an important way to keep the lines of communication open. Sending a short, focused newsletter to introduce patients to new products and services is a great way to engage with them — and a perfect opportunity to invite them back in to your practice. Remember, if the information is timely and relevant, the patient will welcome it.

Most patient communication software offers a customizable e-news-letter, and many offer a library of content to supplement your message. For example, if you recently added a new daily disposable contact lens to your product offerings, you could include information from the library regarding dry eye or ocular allergies.

Be sure to analyze key metrics, including the open rate, click-through rate, etc., so you can track the effectiveness of the campaign.

SURVEYS AND REVIEWS

All practices have their own idea of how they are perceived by its patients. Sometimes they are right; sometimes they are wrong. If you are serious about providing a first-class patient experience — which you should be — it is imperative to get feedback from your patients.

One of the best ways to gather patient input is through post-appointment surveys. Again, most software programs offer this feature, making it easy to customize your outreach and track the responses.

Two quick tips: (1) The first — and most important — question should be “Would you refer your family and friends to us?” That tells it all! (2) The last question on your survey should be a “long form” response, which allows the patient to leave a review.

ONLINE MARKETING

Increasingly, patients are searching online for medical guidance and advice before choosing a provider or moving forward with a procedure. Therefore, you need to proactively engage with both current and potential patients through your website and social media pages. Facebook is a good place to start, and you should also consider other platforms, such as Twitter and Instagram. With patient permission, it’s important to prominently display positive reviews on your website and Facebook page, as studies have shown that reviews are a strong factor in a new patient’s decision regarding the provider he or she chooses. Also, monitor your “webutation” (online reputation) so you stay on top of what’s being said about you and your office — and respond appropriately when necessary.

Again, many software programs provide help with online marketing efforts, so be sure to take full advantage of these services to stay active and engaged with your patients.

SEAMLESS INTEGRATION

If your patients are surrounded by sincere engagement from your practice, they are less likely to go elsewhere. Today’s innovative marketing technology allows practices to reach and engage with patients like never before. Utilizing this invaluable tool not only improves efficiency and provides real-time patient engagement and feedback, it also offers new revenues to support an improved bottom line. OM

JAY BINKOWITZ is the president of GPN, an optometric consulting company based in Huntington, N.Y. He has had extensive experience in retail operations, merchandising and marketing. Email him at jay.gpn@gmail.com, or to comment on this article, visit tinyurl.com/OMcomment.