In the ever-evolving landscape of health care, effective marketing strategies are essential for increasing visibility, attracting a broader patient base and curating the population you desire. I have colleagues with successful, diverse practices in their own right, from high volume, heavy VCP-based, optical boutique and concierge, to large medical and strong vision therapy/services. It’s important to identify who you are targeting before employing a strategy to get the best use of your marketing dollars. Here are a few suggestions for developing your approach.

Make the most of patient referrals. Garnering patient referrals remains one of the most powerful and cost-effective marketing tools for optometric practices because it’s essentially free to encourage satisfied patients to refer family and friends. Often, one family member is the “test” patient for the whole family, so if you can ensure their visit is exceptional, the rest of the family will follow. I look to see if a parent or guardian has family members connected to their profile in our EMR. If I know they have kids who are not active patients, I remind them we are happy to care for their entire family. We also occasionally offer an incentive to our established patients for referring family and friends, such as a discount in optical or a dollar value they can use in the office for any product or service.

Digital marketing is a must. Leveraging online advertising platforms offers unique opportunities to reach and engage with potential patients. Invest in targeted digital ads on platforms such as Google Ads and Facebook/Meta to promote services, special offers and events. Utilize advanced targeting capabilities to reach specific demographics, geographic locations and interests to maximize ad impact. If I cut my monthly spending in this area, we measurably notice, so I am consistent in maintaining targeted digital ads.

Create compelling content. Content marketing offers a powerful way to educate and engage your target audience while showcasing your expertise and thought leadership in the field. This strategy can include blog posts, videos (both organic and produced), infographics and podcasts that address common eye health concerns, highlight the latest trends in eyewear and provide valuable tips for maintaining eye health. Be sure to coordinate this content across multiple channels (i.e., social media, website, emails) for the best SEO (search engine optimization). I utilize a marketing company to help me achieve the greatest online reach and impact.

Get involved in the community. This is another area that can be relatively low-cost depending on the activity. Building strong relationships within your local community is essential for attracting new patients and establishing your practice as a trusted provider. Attend community events, health fairs and networking gatherings to connect with other health care professionals, local businesses and community organizations. Sponsor local scholarships or sports teams. All these activities will raise awareness for your practice.

Implementing marketing strategies and simply doing something to enhance the literal and online visibility of your practice is a crucial positioning tactic for long-term practice success. Remember, this series of articles is meant to give you a “mini” refresh, so don’t be overwhelmed. Attempt to grow one of these areas and be sure to measure its impact. Adjust, be dynamic and elevate your practice.

Gina M. Wesley OD, MS, FAAO owns and practices at Complete Eye Care in Medina, MN. Accolades include Minnesota's Young Optometrist of the Year in 2011 and the Early Professional Achievement Award from The Ohio State University College of Optometry in 2013. She is a member of the American Optometric Association, a fellow in the American Academy of Optometry and enjoys practicing, writing and lecturing in the industry. For questions or comments about this article, please contact gmowesley@yahoo.com.