Maybe the most important thing for you to understand about marketing for your optometry practice is that “creative content” and “personalized content” are NOT mutually exclusive. This is especially true in the modern era that we’re currently living in, where you have more technology (and more DATA) available to you than ever.
In other words, it IS more than possible to leverage targeted mailing to do both at the exact same time, and generational marketing is how you do it.
Growing Your Optometry Practice Through Marketing: What You Need to Know
Someone in their 30s, for example, likely has very different qualities that they’re looking for in an optometrist than someone in their 60s or 70s. You know full well that you can serve both of these groups at the same time – but do they? With the right approach to generational marketing, they WILL – allowing you to craft direct mail collateral that addresses the pain points of specific groups in a way that resonates with the members of your target audience as well.
Speaking of direct mail marketing, never underestimate how effective it can be to hone your efforts and target specific locations within your service area. Sending plastic postcards to people who live within a few miles of your practice is a great way to not only increase visibility, but to do so among the people who were most likely to visit your practice in the first place. When you send out these types of materials, just make sure that you include all relevant information like a photo of your practice, your overall mission statement, your phone number, address and other contact information.
Remember that you’re not necessarily trying to overwhelm these people with information – you’re just trying to convey a sense of “I know exactly what you’re looking for and what you’re concerned about, so don’t worry – I’m here to help.”
Likewise, don’t be afraid to launch a referral program with your existing, satisfied clients. They could get a certain percentage off of services for every new person they refer or even a set dollar amount of their next bill – it doesn’t matter. Not only will they feel appreciated, but they’ll do a large part of the hard work for you – and for any medical professional, that’s an excellent position to be in.
If you’d like to find out more information about how to effectively grow your optometry practice, or if you’d just like to discuss your own needs with someone in a bit more detail, please don’t delay – contact us today.
