New Year Campaigns - Marketing Guide

The January-March period is a fantastic opportunity to focus on new customer acquisition whilst also engaging your current patients. Many consumers will have fresh optical extras to access, and it’s important to encourage them to get the most value out of their cover.

For this campaign, we recommend a multi-channel approach and the use of assets that match your point-of-sale materials to ensure consistency and maximise campaign effectiveness. Mixing and matching styles from different campaigns will reduce their effectiveness.

January – New, Active and Lapsed Patients Kick off your NYHF & BTS marketing by ordering your email direct marketing, summer enewsletter and SMSs. Drive new and existing patients to book appointments for 2023.

WHEN

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

WHAT

Summer newsletter email

TIPS

STATUS

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.

☐ TO DO ☐ DONE

Access ProMarket here >

Digital assets

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.

☐ TO DO ☐ DONE

Read our article to learn how to effectively assess your digital presence >

Google ‘My Business’

Visit your Google ‘My Business’ page and complete all the elements. This will support all your new patient advertising.

Learn about Google My Business >

☐ TO DO ☐ DONE

The first part of having an effective Social Media strategy – one that drives new patients – is sharing engaging content.

Throughout January Utilise ProMarket assets and content to begin to engage new, active, and lapsed patients

Social media posting

Develop a January – March social media content calendar, and discover social media tips and strategies here >

☐ TO DO ☐ DONE

Need immediate bookings? Schedule an SMS to remind those who have renewed optical extras/unused gift vouchers to book an appointment.

Or SMS ($0.17)

☐ TO DO ☐ DONE

Send an SMS to parents who’s children are in need of a back-to-school eye test.

JANUARY

SMS has the best results when sent on Mon, Tues or Wed between 10:00 am or 11:00 am.

Google Ads

Have a deep look at your google search results. Are you showing up in the top 3 search results? To find new patients you might need to implement google search ads.

☐ TO DO ☐ DONE

Learn how to set up Google Search Ads > End of January Begin your advertising efforts

Social media advertising

Use the New Year Campaigns Dropbox suggested advertising content.

Schedule ‘Click to Web Advertising’ Promote this advertising to your ideal local patient.

Traditional advertising

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.

☐ TO DO ☐ DONE

☐ TO DO ☐ DONE

February to March – Attract New Patients Kick off your NYHF & BTS marketing by ordering your email direct marketing, summer e-newsletter and SMSs. Drive new and existing patients to book appointments for 2023.

WHEN & WHY

WHAT

Social media posting

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.

STATUS

☐ TO DO ☐ DONE

Access the Campaign Dropbox here >

FEBRUARY - MARCH

Throughout February and March 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

Online appointments

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 2023 to January 2022 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.

Website

Local health professionals and schools

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 >

☐ TO DO ☐ DONE

☐ TO DO ☐ DONE

☐ TO DO ☐ DONE

☐ TO DO ☐ DONE

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 (1/1/2017 – 1/1/2023) 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 (1/1/2017 – 1/1/2023)  Include patients aged 5 – 13 years (born 1/1/2009 – 1/1/2017) 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 (1/1/2019 – 1/1/2023) 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.  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.