HOW-TO MARKETING SCHEDULE
2021 has been a 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 2022 New Year 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.
Ideal local patients (new and existing) to contact from January-March 2022 PATIENT TYPE
CAMPAIGN
Local Gen X&Y Mums (between 30 – 55) NEW
BACK TO SCHOOL
NEW
HIT RESET/CLAIM YOUR NEW LOOK
CURRENT
HIT RESET/CLAIM YOUR NEW LOOK
Commence social media posting, digital advertising and traditional advertising reminding these local Mums with school aged children to add an eye test to their back-to-school check list. Local residents who are ideal patients Discuss as a team who is your most ideal local resident to focus your advertising around. If it helps, work off the point-of-sale imagery you ordered for the campaign, picturing the campaign model as your target demographic. Patients who have an outstanding gift voucher If you issued a Gift Voucher to EOYHF patients to use in the New Year, remind these patients to use their gift voucher with an SMS. Lapsed Kids
CURRENT
BACK TO SCHOOL
CURRENT
HIT RESET/CLAIM YOUR NEW LOOK
CURRENT
NO HEALTH FUND
For families with children under 13 who are overdue for an eye exam, send an SMS and email to reengage them with the practice. Choose email imagery that matches your target audience (primary school or high school aged children). Patients with renewed optical extras Send an SMS and email to patients with renewed optical extras. Chose from two campaign themes to target this audience (Hit Reset or Claim Your New Look). Patients who don’t have health insurance Send an email to patients with a custom practice offer. All existing patients
CURRENT
ALL Send the summer email newsletter to all patients.
STAFF
ALL
This isn’t a customer segment - some elements in the ‘how to’ schedule are the responsibility of practice staff members. These elements need to be addressed before marketing communications can be effective
January – New, Active and Lapsed Patients Drive new and existing patients to your online booking engine for 2022. Target ‘Back to School’ messaging to gen X + Y mums (aged 35-53) within your practice area. Target ‘New Year Health Fund’ messaging to the age range most reflective of your demographic, being sure to include baby boomers.
WHEN & WHY
WHAT
WHO
Send a Summer email newsletter to your entire email database. Schedule the email newsletter to be sent in the first two weeks of January. Strengthen loyalty to your practice by educating the patient base on relevant summer eye care topics. Access ProMarket here
Summer newsletter email
JANUARY
First 2 weeks of January Take the opportunity to assess all your digital assets and ensure these are in a state where they convert local residents into new patients
TIPS
http://xm.direct1.com.au/ustore/38/Home
Digital assets
Practice staff
Objectively assess your website and social media pages. Ensure all details are correct and each page is up to date and set up correctly. Ensure you have Google Analytics set up on your website. Speak to ProVision Marketing staff for any help required. https://optom.provision.com.au/article/assessyour-digital-presence/
Google ‘My Business’
Practice staff
Visit your Google ‘My Business’ page and complete all the elements. This will support all your new patient advertising. https://optom.provision.com.au/article/google-mybusiness/ The first part of having an effective Social Media strategy – one that drives new patients – is sharing engaging content.
Social media posting
To develop a January – March social media content calendar, and discover social media tips and strategies, visit https://optom.provision.com.au/article/campaignresource-hub-nybts22/
Throughout January
Need immediate appointments? Schedule an SMS to remind those people who have renewed optical extras to book an appointment. SMS ($0.17)
New Year Health Fund & Back to School
Or Send an SMS to all those patients you issued Gift vouchers to in 2021. SMS has the best results when sent on Mon, Tues or Wed between 10:00 am or 11:00 am
STATUS
SMS ($0.17)
Back to School
JANUARY
SMS has the best results when sent on Mon, Tues or Wed between 10:00 am or 11:00 am Have a deep look at your google search results. Are you showing up in the top 3 search results? Google Ads
Start advertising
New Year Health Fund & Back to School
Social media advertising
New Year Health Fund & Back to School
Traditional advertising
New Year Health Fund & Back to School
To find new patients you might need to implement google search ads. To learn how, visit https://optom.provision.com.au/article/google-searchadvertising-tips/ Use the New Patient Marketing Drobox suggested advertising content. Schedule ‘Click to Web Advertising’ Promote this advertising to your ideal local patient https://optom.provision.com.au/article/campaignresource-hub-nybts22/ Think about your ideal local patient. Is there a local communication channel (ie. radio, publication, web & sports clubs ) that they use often? If yes, contact this channel, assess their advertising rates and see how you can advertise and provide editorial with that channel.
February to March – Attract New Patients Drive new patients to your online booking engine for 2022. Target ‘Back to School’ messaging to gen X + Y mums (aged 35-53) within your practice area. Target ‘New Year Health Fund’ messaging to the age range most reflective of your demographic, being sure to include baby boomers.
WHEN & WHY
WHAT
Social media posting
WHO
New Year Health Fund & Back to School
TIPS
Use the campaign Dropbox to create posts that communicate your passion for ‘Back to School’ or ‘New Year Health Fund’. Put money into boosting these posts to the ideal local patient.
FEBRUARY - MARCH
https://optom.provision.com.au/article/cam paign-resource-hub-nybts22/
With everyone back from summer holidays, now is the time to take what you have learned in January and get your message in front of new prospective patients.
Social media advertising
New Year Health Fund & Back to School
Online appointments
New Year Health Fund & Back to School
Website
New Year Health Fund & Back to School
Local health professionals and schools
New Year Health Fund & Back to School
Assess how your social media ads have performed so far in January and adjust as required. Ensure that reach is occurring in your local community, and you are getting clicks on your advertising. Assess how your online appointments are performing. You can do this by comparing January 2022 to January 2021 and observing whether there is an increase or decrease in appointments. Adjust your website or ads as required. If you have Google Analytics, look at website traffic and assess web changes required. Speak to ProVision staff for any help required. Place a blog or webpage article on New Year or Back to School on your website. Make sure to post and boost this article on social media. Contact local schools and health professionals about referring any kids with learning difficulties. Leverage these GP resources on the ProVision member website: https://optom.provision.com.au/gp-engage
STATUS
Marketing Lists
Use the guide below to export each targeted campaign list from SUNIX or Optomate to upload into ProMarket. SUMMER EMAIL DISTRIBUTION We recommend sending an email newsletter to your full export - those who have been to the practice in the last 6 years (1/1/2016 – 1/1/2022)
BACK TO SCHOOL – CONTACT LAPSED PATIENTS Please note all ProMarket products for back to school have been created so you can export a list of children’s names and it is addressed to the family. Lapsed patients aged between 5 – 13 years old who you have not seen in the last 3 – 6 years: - Been to the practice 3 – 6 years ago (1/1/2016 – 1/1/2022) - Include patients aged 5 – 13 years (born 1/1/2008 – 1/1/2016)
NEW YEAR HEALTH FUND (OPTICAL EXTRAS) – REMIND ADULTS ABOUT RENEWED OPTICAL EXTRAS via SMS Active spectacle and contact lens patients aged 18 and over: - Been to the practice in the last 4 years (1/1/2018 – 1/1/2022) OR refine to avoid marketing to the same patients you targeted for EOYHF by focusing on health fund patients who purchased with you in 2021 before you started your EOYHF marketing (e.g. 1/1/2021 – 31/8/2021) - The calendar Year Health Fund - Spectacle and/or contact lens wearers (with prescription) - Remove patients who will be recalled in the next 6 months (1/1/2022 – 1/6/2022)
To access ProMarket, the New Patient Dropbox, or ask advice from the ProVision Marketing team, please visit optom.provision.com.au and contact us via Live Chat.