How to Marketing Schedule

How to MARKETING SCHEDULE End of Year Health Fund September–December 2021 continues to be an incredibly challenging year for many optometry practices across Australia. In response, ProVision has adjusted our advice and direct marketing product offering. It is extremely important to assess your local circumstances and create a plan that works for your practice situation.

We recommend a multi-channel approach with at least 2, if not 3, channels for this campaign. Whilst we have relied more heavily on digital communications during COVID, direct mail remains an important component of this campaign and we encourage you to incorporate it into your plan.

The 2021 EOYHF Campaign should support your business recovery efforts, encouraging patients with optical extras to claim value from their cover. We have developed direct marketing products in ProMarket and instructions on how to find new patients in the ‘New Patient Marketing Dropbox’ to make promoting your practice as simple as possible.

To access all materials please refer to page 3 for links to ProVision resources.

September/October

SEPTEMBER/OCTOBER

Kick off your EOYHF marketing by ordering your direct mail, spring e-newsletter and SMS during September to arrive early October (SMS and Email) to mid-October (direct mail). Please note that Australia Post can take up to 2-3 weeks to deliver to your recipient’s address, so we urge you to order your letters as soon as possible.

WHEN

WHAT

TIP

Order your direct mail materials by the first week of October so letters will arrive in October

Direct Mail – Choose from:

Active Patients^ select from direct mail pieces to contact patients who have been to your practice in the last 4 years. Where possible target 1,000 or more patients with print.

Schedule SMS to arrive in the first week of October

Select from EOYHF SMS templates, $0.17 October SMS OR Other SMS’s in the EOYHF 2021 section in ProMarket

During October

Throughout October

Set up in October to run over November and December

Letter $1.62 ex GST Adult or Child versions Adult or Child Premium Letter $1.76 ex GST with card $2.09 ex GST

To view various artwork and offer options please visit ProMarket.

TO DO DONE

Active Patients^ Pre-empt or follow up your direct mail communication with an SMS. Lapsed Patients* Low-cost way to re-engage your lapsed database. Consider using the Free Text SMS template to include an offer.

TO DO DONE

SMS has best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm

Spring Newsletter Email – send information re UV protection, contact lenses, optical extras and more.

Create a connection with your database. Export a list out of your POS system of all the emails you have and send the Spring Email Newsletter.

Facebook

Include 2-3 posts this month related to EOYHF – select from provided videos, filler posts and develop your own personalised content. ProVision will be releasing content during November and December.

Set up Google or Facebook Advertising Campaigns

STATUS

TO DO DONE

TO DO DONE

If you have not used Google or Facebook advertising before, use the resources and instructions in the drop box to get started.

Considerations for online ads to be effective: - Responsive and Modern Website - Clear Call to Action on every page of your website - Ability to create a landing page with campaign content - Online Booking System (MyHealth1st or other)

TO DO DONE

Follow Up in November

NOVEMBER

Run a new marketing list for your follow-up, excluding patients who have already responded.

WHEN

WHAT

TIP

Schedule an SMS to follow up in early–mid November

Select from EOYHF SMS templates, $0.17

Active Patients Where you don’t have an email address, send the November SMS.

November SMS OR Other SMS’s in the EOYHF 2021 section in ProMarket

OR

STATUS ^

Choose SMS only to follow up. Ensure there is a 4 week break between your Oct and Nov SMS. (Lapsed Patients aren’t included as 2 communications in the Oct – Dec period is recommended for this group)

TO DO DONE

SMS has best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm Schedule email to follow up in early–mid November

Email, free Use Campaign Emailer to support Mail and SMS

Active Patients^ and Lapsed Patients* Where you have an email address, contact those who have not yet responded to your October communications.

TO DO DONE

DECEMBER

Final Reminder December Send one last friendly reminder to anyone who is yet to come in-practice to use their health fund optical extras this year.

WHEN

WHAT

TIP

Schedule SMS for Wed 1st December

December SMS

Active Patients^ and Lapsed Patients* For all patients who have attended your practice for up to 6 years and haven’t responded in October and November.

Ensure this is completed in the first week of December, any later will not allow patients enough time to take action.

STATUS

TO DO DONE

SMS has best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm

If you need assistance to run your marketing list please refer to the help section of ProMarket for instructions on Optomate Touch, Optomate Premier & Sunix. ^Active Patients: Spectacle contact lens wearers with health fund optical benefits who haven’t claimed this year and visited practice within last 3-4 years *Lapsed Patients: Spectacle contact lens wearers with health fund optical benefits who haven’t claimed this year and visited practice between 3-6 years ago

Links to ProVision help and resources Access ProMarket here Access EOYHF21 Dropbox here Contact the Marketing Team via Live Chat, marketing@provision.com.au or contact us on our direct lines. View our team directory here

See over for Supplier Offers

Supplier Partner Offers Essilor & OSA 50% OFF 2nd Pair Promotion: 1 Oct 2021 – 28 Feb 2022 Leverage the Essilor & OSA 50% OFF 2nd pair promotion in your End of Year Health Fund marketing.

Use any Premium Letter, Standard Letter or Emails and select the $/% off Second Pair Offer or Custom Offer to promote your patient offer. You can also use the Gift Voucher to use in 2022 Offer (Essilor & OSA second pair offer expires 28/2/22).

Terms: Receive 50% off the least expensive pair(s) of lenses (excluding fitting or freight) when two or more pairs are purchased from your Essilor or OSA lab, for the same patient (same Rx) on the same day, or, 25% off when ordered on subsequent days before the end of the promotion date. Offer is valid on the purchase of lenses branded with Essilor, Nikon and/or OSA. Products excluded from the promotion includes Transitions Drivewear, NuPolar, Image and Access. The automated credit to the lesser value pair will ONLY be applied when the code 2NDPR is stated at time of order; therefore orders will not be linked retrospectively. The promotion is not valid in conjunction with any other incentives.

Valid: 1st October 2021 to 28 February 2022. Quote the code 2NDPR on your second order to receive the discount.

> View Essilor 2nd Pair Promotion Flyer Here

> View OSA 2nd Pair Promotion Flyer Here

> Contact your Essilor or OSA Account Manager to participate or email customer.marketing@essilor.com.au to find out more about Essilor’s Summer Campaigns.

HOYA - Register for 50% OFF 2nd Pair Promotion: 1 Oct 2021 – 31 Jan 2022 Leverage the HOYA 50% OFF 2nd pair promotion in your End of Year Health Fund marketing.

The first and second pair orders must be placed at the same time on the same day, for the same person, within the promotion period.

> To participate, you must register by completing the online Registration Form located here.

> Contact your Hoya Sales Consultant to receive the Promotion’s Credit Request Form or download directly here.

Use any Premium Letter, Standard Letter or Emails and select the $/% off Second Pair Offer or Custom Offer to promote your patient offer.

Key Terms: 50% discount applies to the lenses with the lesser value. Orders for both pairs must be placed at the same time and for the same person within the promotion period (1 Oct 2021 – 31 Jan 2022). Accounts must be within trading terms.

Offer not available in conjunction with other offers. See the Credit Request Form for further details, terms & conditions.

Contact your HOYA Sales Consultant for more information.

Rodenstock 50% OFF 2nd Pair Promotion: 1 Oct 2021 – 31 Jan 2022 Leverage the Rodenstock 50% OFF 2nd pair of lenses promotion (up to 30 days after the purchase of the 1st pair) in your End of Year Health Fund marketing. Offer applies to same patient (same script).

Use any Premium Letter, Standard Letter or Email and select the $/% off Second Pair Offer or Custom Offer to promote your patient offer. You can also use the Gift Voucher to use in 2022 Offer (Rodenstock second pair offer expires 31/1/22).

Process: Practice should add a note / comment on the 2nd pair order to indicate it is part of the promotion. The practice will then receive the completed order with an additional 50% discount applied to the least expensive pair of lenses (excluding freight). Terms: The offer cannot be combined with another offer or promotion including complete frame and lens packages. Contact your local Rodenstock representative for more information. Offer applies to same patient (same script).