HOW-TO MARKETING SCHEDULE
This campaign period, we are incredibly proud to offer you the chance to promote your practice’s unique independent value to the community. The centrepiece of each campaign is a hero illustration by talented local artist Nea Valdivia. These illustrations were commissioned specifically for ProVision Practices, and we could not be prouder of how the value of independent optometry is communicated. It is imperative that you promote this campaign outside the four walls of the practice. To facilitate this, we have developed direct marketing products in ProMarket and instructions on how to find new patients in the ‘New Patient Marketing Dropbox’. This will hopefully, make promoting your practice as simple as possible. To access all materials please refer to page 3 for links to Marketing resources.
Ideal local patients (new and existing) to contact from May-July 2022 PATIENT TYPE
CAMPAIGN
Local residents who are ideal patients NEW
Expert Eye Care
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. Local Gen X&Y Mums (between 30 – 55)
NEW
Travel
Local Mums with school aged children who are time-poor and appreciate the convenience of a local business. Local residents with unique or progressive eye conditions
NEW
Technology
Promote your practice’s technological capabilities to new patients. This will appeal to new patients that have concerns around diagnostics and their values align with your value of providing thorough eyecare. Patients who are due for recall
CURRENT
All
The key messaging of the campaign • Expert Eye Care • Eye Care Worth Travelling For • World Class Technology Could convince a current patient to promptly book an appointment. Use the emails, SMS and Letters in ProMarket to engage your database and reaffirm your independent brand. Lapsed Patients
CURRENT
All
CURRENT
ALL
For anyone due for an appointment (3-6 years) and thus overdue for an eye exam, send an SMS and email to reengage them with the practice. Choose email imagery that matches your campaign imagery. All existing patients In June or July send the Winter email newsletters to all patients.
STAFF
ALL
Communicate to the entire team the campaign message and what you are trying to highlight to the local community in the coming months. Allocate responsibilities and timelines for the different elements you want to execute.
May – New, Active and Lapsed Patients Drive new and existing patients to your online booking engine for 2022. Highlight Expert Eye Care Eye Care Worth Travelling For & World Class Technology messaging to the most appropriate local target demographic in the practice area.
WHEN & WHY
First 2 weeks of May Take the opportunity to assess all your digital assets and ensure these are in a state where they convert local residents into new patients
WHAT
Digital assets
WHO
Practice staff
TIPS
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. For a deeper assessment of these digital assets, click here: 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. Also insert a post about the campaign and include the campaign imagery in the post. 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
Independent Value
To develop a May – July social media content calendar, and discover social media tips and strategies, visit https://optom.provision.com.au/article/campaignresource-hub-nybts22/ Need immediate appointments? Schedule an SMS to remind those people who are due to book an appointment.
SMS ($0.17)
Independent Value
Throughout May
Or Send an email as a follow up to those that do not book two weeks after the SMS. SMS has the best results when sent on Mon, Tues or Wed between 10:00 am or 11:00 am
SMS ($0.17)
Independent Value
Do you have patients on your database overdue for a eye test? Schedule an SMS to remind these patients of your values as an independent practice and the importance of an eye test and to book an appointment. SMS has the best results when sent on Mon, Tues or Wed between 10:00 am or 11:00 am
STATUS
Have a deep look at your google search results. Are you showing up in the top 3 search results? Google Ads
Independent Value
To find new patients you might need to implement google search ads. To learn how, visit https://optom.provision.com.au/article/googlesearch-advertising-tips/
MAY
Use the New Patient Marketing Drobox suggested advertising content. Social media advertising
Independent Value
Last 2 weeks of May Start advertising
Traditional advertising
Independent Value
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 (i.e.. 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.
June to July – Attract New Patients Drive new and existing patients to your online booking engine for 2022. Highlight Expert Eye Care Eye Care Worth Travelling For & World Class Technology messaging to the most appropriate local target demographic in the practice area.
WHEN & WHY
WHAT
Winter newsletter email
WHO
Email database
TIPS
Send a Winter email newsletter to your entire email database. Schedule the email newsletter to be sent in the first two weeks of June. Strengthen loyalty to your practice by educating the patient base on relevant Winter eye care topics. Access ProMarket here http://xm.direct1.com.au/ustore/38/Home
JUNE - JULY
Social media posting
Independent Value
Use the campaign Dropbox to create posts that communicate your passion for ‘Expert Eye Care, Eye Care Worth Travelling For & World Class Technology. Put money into boosting these posts to the ideal local patient. For more information, visit the campaign social media guide.
With winter kicking in now is the time to take what you have learned in May and get your message in front of new prospective patients.
Social media advertising
Online appointments
Independent Value
Independent Value
Website & Google My Business
Independent Value
Local health professionals and schools
Independent Value
Assess how your social media ads have performed so far in May 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 May 2022 to May 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 advice. Place a blog or webpage article on Expert Eye Care, Eye Care Worth Travelling For & World Class Technology. Make sure to post on Google My Business and create a Facebook post about the blog and boost this on social media. Contact local schools and health professionals about referring any eye conditions and leverage these GP resources on the ProVision member website: https://optom.provision.com.au/gpengage
STATUS
Marketing Lists
Use the guide below to export each targeted campaign list from SUNIX or Optomate to upload into ProMarket. WINTER EMAIL DISTRIBUTION We recommend sending an email newsletter to your full export - those who have been to the practice in the last 6 years (1/5/2016 – 1/5/2022)
CONTACT LAPSED PATIENTS. Lapsed patients who you have not seen in the last 3 – 6 years: - Had an appointment at to the practice 3 – 6 years ago (1/5/2016 – 1/5/2022)
REMIND ADULTS ABOUT APPOINTMENTS Active spectacle and contact lens patients aged 18 and over: - Been to the practice in the last 3 years (1/5/2018 – 1/5/2022) OR refine to avoid marketing to the same patients you targeted for New Year by focusing on health fund patients who purchased with you in 2021. - Spectacle and/or contact lens wearers (with prescription) - Remove patients who will be recalled in the next 6 months (1/5/2022 – 1/11/2022)
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.