BUSINESS

  MARKETING

LEAVE AN IMPRESSION

CREATE CAMPAIGNS THAT CAPTURE YOUR PATIENTS' ATTENTION

STEVE VARGO, O.D., M.B.A.

THE CHALLENGE with marketing is creating messages that leave an “impression.” Consumers are bombarded with literally hundreds of advertisements each day through radio, TV, social media, billboards, etc. We are numb to the majority of the messages. Perhaps you created a marketing campaign that fell flat. You may think your patients rejected your offer. It may be that patients just did not remember your offer, or it failed to grab their attention. Sometimes, you need to do something unique to stand out from all the traditional, boring and “safe” campaigns.

Years ago advertisers figured out that consumers have a memory problem. To combat this, marketers placed their messages in front of consumers as often as possible. They were happy to interrupt your favorite TV show, fill your mailbox with coupons and even call during dinner! These days, digital media has opened new channels for advertisers. These worked very effectively for many years, but eventually much of it became clutter and background noise. How many ads do you have right now in your inbox for optometric-related products? How many do you delete with-out opening?

From a marketing standpoint, it’s more difficult than ever to stand out among the competition. If you are a business that fails to stand out, you may not be on the top of your patients’ minds when they need eye care. Here are a few ways to become more memorable:

1 USE CASE STUDIES

While protecting private patient information, case studies involving your current patients can be compelling. Perhaps you are developing a contact lens specialty, promoting a dry eye clinic or simply educating patients on digital progressives — use case studies to personalize the value of your products and services. Blogs, newsletters or Facebook posts can be great channels for telling “success stories.” When people with similar problems read these, they will “remember” you as the expert who can solve their problems as well.

2 USE VISUALS

This one should be obvious to optometrists, yet so many optometrists’ websites are inundated with text. Paragraph after paragraph — it’s too much! It is commonly accepted that the brain processes visuals 60,000 times faster than text. Trash the stock photos, and put pictures of you, your staff and your beautiful office on your website. Add eye-catching images to your marketing collateral. And don't forget video!

3 MAKE THEM LAUGH

One of the most effective ways to market is to evoke emotion. People don’t expect their eye doctor to be funny — that’s why it’s memorable! If you have a knack for humor (or a funny in-law with an advertising background), build that into your marketing. People feel good when they laugh. It releases endorphins, relaxes the body and helps relieve stress. Patients like doctors who can put them at ease. If you want your patients to associate good feelings with your brand, make ’em laugh. OM

DR. VARGO serves as Prima Eye Group’s vice president of Optometric Consulting. A published author and speaker with more than 15 years clinical experience, he is now a full-time consultant advising O.D.s in all areas of practice management and optometric office operations. To comment on this article, visit tinyurl.com/OMcomment.