‘How to’ Marketing Schedule UV and EOYHF Campaigns September - December Communications
Preparation Early September
EARLY SEPTEMBER
Focus on communicating a UV damage message in-practice and connecting with local GPs and other community groups. WHEN
WHAT
TIP
Prepare your practice with:
UV Consumer Brochure – Pack of 50 $51 ex GST
Order a pack of brochures to educate customers, local GPs, schools and other community groups about the importance of UV protection and the devastating damage that unprotected UV exposure can have on your eyes.
Spring Newsletter – Pack of 50 $32.50 ex GST
Order hard copy newsletters for the practice - hand out to customers, local groups, schools or include in recalls.
GP Referral Kit $14.40 ex GST
Send branded DL flyers and posters to local practitioners for their waiting room pinboard to help inform patients visiting their local doctor of the importance of UV Protection.
Direct Mail Newsletter - Print $1.75 ex GST
Send a hard copy 4-page newsletter discussing health fund optical extras, UV Damage, eyewear trends, hayfever and contact lenses. This is not a hard-sell communication, instead it is designed to educate patients and increase loyalty.
Include 2-3 posts this month related to UV Damage and Prescription Sunglasses – select from provided videos, filler posts or develop your own personalised content (for high engagement).
First week September
Throughout September
SEPTEMBER/OCTOBER
September/October Kick off your EOYHF marketing by ordering your direct mail and SMS mid-September to land in early October. WHEN
WHAT
TIP
Order by Mon 17th or 24th Sept to arrive 1st week of Oct
Direct Mail – Choose from
Active Patients^ select from 2 direct mail pieces to contact patients who have been to your practice in the last 4 years.
TIP: Direct mail pieces will be sent out in bulk weekly each Tues*
-F old-Out Postcard $1.50 ex GST (with card $2.05) -P remium Letter $1.40 ex GST (with card $1.92)
Target 1,000 or more patients with print the more you target, the greater the return
Schedule SMS to arrive either 1 week prior or after your direct mail arrival
Select from 4 EOYHF SMS templates, $0.17
Active Patients^ Pre-empt or follow up your direct mail communication with an SMS.
October SMS
TIP: SMS has best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm
OR Use Anytime SMS 2
Lapsed Patients^^ Low-cost way to re-engage your lapsed database. Consider using the Free Text SMS template to include an offer.
OR Use Anytime SMS 1 OR Frame Styling Appt SMS
Sept/Oct is continued on the next page
SEPTEMBER/OCTOBER
WHEN
WHAT
TIP
Throughout October
Include 2-3 posts this month related to UV Damage, Prescription Sunglasses and EOYHF – select from provided videos, filler posts or develop your own personalised content (for high engagement).
Set up in October to run over next 3 months
Set up Google
If you have not used Google AdWords before, use the resources in the drop box to get started.
AdWords
Requirements for Google AdWords to be effective:
Campaign
- Responsive and Modern Website - Clear Call to Action on every page of your website - Ability to create a landing page with campaign content - Preferable: Online Booking System (MyHealth1st)
Follow – Up 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 4 EOYHF SMS templates, $0.17
Active Patients^ Where you don’t have an email address, send the November SMS.
November SMS
OR
TIP: SMS has best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm
OR Use Anytime SMS 1
Choose SMS only to follow up. Ensure there is a 4 week break between your Oct and Nov SMS.
Schedule email to follow up in early mid November
Email Free
OR Use Anytime SMS 2 OR Frame Styling Appt SMS
(Lapsed Patients aren’t included as 2 communications in the Oct – Dec period is recommended) Active Patients and Lapsed Patients Where you have an email address, contact those who have not yet responded to your October communications.
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 5th December
December SMS
Active Patients and Lapsed Patients For all patients who have attended your practice in the last 5 years and haven’t responded in October and November.
TIP: SMS has best results when sent at 10:30 – 11:30am or 3pm – 4pm
Ensure this is completed in the first week of December, any later will not allow patients enough time to take action.
Active Patients - Spec/CL wearers with health fund optical benefits who haven’t claimed this year (visited practice within last 3-4 years) Lapsed Patients - Spec/CL wearers with health fund optical benefits who haven’t claimed this year (visited practice between 4-6 years)
^
^^
Weekly Bulk Print Runs For orders of Fold Out Postcards and Premium Letters, we have organised a special weekly bulk print run to keep your direct mail costs as low as possible. Orders must be received by COB each Monday to be included in that week’s print run: Weekly Print Runs commence Tuesday 18th September and end Tuesday 13th November. Place Order
Weekly Print & Post Lodgement
Letterbox Arrival
By COB each Monday
Tuesdays
5 – 8 business days after post lodgement