When you own an optometry practice, you wear many different hats. In addition to providing patient care, hiring and managing staff, and staying on top of your finances, you need to think about your marketing, too! Marketing often falls lower on the list of priorities, but when those new patient exams are down, you know it’s time to do some marketing!
Here are five proven ways to get new patients and keep your practice thriving.
1. Optimize your online presence
A strong online presence is an essential part of modern marketing.
Optimize your website: Ensure your website is user-friendly, mobile-first, and optimized for search engines. Include clear calls-to-action (CTAs) such as “Schedule an Appointment” buttons prominently on your site. Make it easy for prospective patients to understand what you offer them and how they can schedule an appointment!
Do some SEO: If you’re in a competitive area, optimize your website so that it appears on “page one” of search engine results for the services you offer. Use relevant keywords like “optometrist near me” and “eye exams” in the content on your website, and regularly update your website with articles (such as blogs) to increase inbound traffic to your website and increase rankings for coveted key words, including “eye exam” and “eye doctor”.
While there are certain tools expert SEOs use to analyze key words that you may not have access to, you can listen for frequently asked questions during exams and ask your team what questions they’re hearing repeatedly in the optical. Answering the questions you frequently hear from patients is a great starting point to develop a content strategy for your website. If people ask you in person during their visit to your office, hundreds more people in your area are asking the internet the same questions and by publishing content on your website with answers, you can increase inbound visits to your website.
Claim and optimize your Google Business Profile: Google business profiles are set up for each physical location, so if you have more than one office, you’ll have more than one profile.
- Add a thorough description of your practice, including the services you offer.
- Post pictures of your office, including the exterior, interior, and optical.
- Check all business categories Google offers that apply to your practice.
- Add cities and towns within reasonable driving distance of your office.
- Have a workable strategy in place to increase the number reviews on your office profile(s), too!
2. Leverage social media
Social media platforms can be a powerful way to get new patients. Set up ads on Facebook and Instagram to reach specific groups of people in your area. These ads can promote special offers, new services, or general awareness about your practice.
If you have followers on your social media accounts, share posts related to eye health, eye disease awareness, your eyewear options, and fun updates about your practice and your team. The people who follow you on social media chose to do so because they like you! They’re your “fan base”. You want to stay top of mind with them so that your name consistently comes up when someone asks them who they recommend for eye care. Local Facebook groups are chock-full of people asking for referrals. Between staying in front of your followers on social media with posts and giving patients an excellent experience in the office, you’re well on the way to growing your “online word of mouth” on social media.
3. Run a Google ad
Google ads can be an incredibly effective tool for driving new patients to your practice. If you aren’t on “page one” in search engine results, it can take time to get there. In the meantime, a well-optimized ad can get you there faster, so you see a quicker uptick in the number of scheduled exams. Create targeted ad campaigns focusing on specific keywords related to your services, such as “eye exam,” “contact lenses,” and “optometrist near me.” Use location-based targeting to ensure your ads reach potential patients in your local area. This ensures your budget is spent efficiently on reaching people who are more likely to visit your practice.
4. Get involved in your community
One thing that sets you apart as a private practice is that you and your team live and work in your community. Get involved! You can sponsor or participate in local health fairs, school events, and community or neighborhood festivals.
5. Offer an exceptional patient experience
Providing an outstanding patient experience can turn first-time visitors into loyal patients who recommend your practice to others. Ensure your staff is welcoming and attentive. A friendly atmosphere can make a significant difference in patient satisfaction. Minimize wait times and streamline appointment processes. Efficient, friendly service can get you more online reviews and referrals from satisfied patients.
Summary
By optimizing your online presence, leveraging social media, running a Google ad or two, getting involved in the community, and providing an exceptional patient experience, you’ll increase your new patient exams. You don’t have to do it all yourself! At Optometry Marketing Services, our expert team is devoted to supporting the vision you have for your practice. Contact us today!
