If your optometry practice is in an area with lots of competition, effectively marketing your practice is essential for attracting new patients and retaining current ones. Whether you’re looking to expand your patient base or strengthen your brand presence in the community, here are ten solid marketing tips tailored specifically for optometrists looking to grow their practice.
1. Leverage Local SEO
Optimize your online presence to appear in local search results. This includes claiming and updating your Google business profile for each location you own or manage, ensuring your practice appears on local maps, and using relevant local keywords in your website content. Encourage satisfied patients to leave positive reviews online to enhance your visibility and credibility.
2. Develop a Strong Online Presence
Your practice website is your digital office. No matter what other forms of marketing you’re engaged in, people will ultimately land on your website to learn more about your practice.
- Develop web pages for each service you offer; for example, if you provide diabetic eye exams, develop a web page for that service so that it appears when people search for care.
- Keep your operating hours and contact information current and consider implementing an online appointment scheduler for your prospective and existing patients. I know the implementation can be tricky, but it’s so convenient for people to be able to schedule online.
- Include doctor bios, operating hours, and contact information, and keep the information current.
3. Engage Through Social Media
Social media is still a viable option for marketing your practice, but you’ll need to have a strategy in place for your social media marketing to be effective.
- To reach new people, you will need to “boost” Facebook posts or run targeted ad campaigns for your services.
- If you have an existing audience on Facebook, Instagram, and LinkedIn, share eye health tips, photos of the team on key dates for optometry such as “National Sunglasses Day” on June 27, and updates about the practice.
- Share engaging content such as eye care tips, new product arrivals, behind-the-scenes looks, and promotional offers.
4. Do some email marketing
Send quarterly newsletters to your patients featuring eye health tips, office news, and special promotions. Be sure to let your patients know when you have open appointment times available in email! Office managers have shared with me that people book appointments when you simply let them know there are open slots available.
5. Host educational events
Organize workshops or seminars on topics like dry eye, contact lens care, or the latest trends in eyewear. These events can position your practice as a thought leader in the community and attract new patients who are seeking reliable eye care information.
6. Add an online eyewear store or catalog
There are some good ways to market your optical on your website by featuring your inventory. Frames Data offers My Frame Gallery which is a wonderful way to showcase your optical for prospective and existing patients!
7. Cultivate referrals from other healthcare providers
Building relationships with other healthcare providers in your community can be a highly effective strategy for growing your optometry practice. Consider hosting joint informational sessions or open houses that allow other healthcare professionals to learn more about your practice firsthand.
8. Collect and utilize patient testimonials
Have a process in place to collect patient testimonials and be sure to capture their signed consent to share them on your website and social media accounts. Real stories from happy patients can be powerful in convincing potential patients to choose your services!
9. Invest in paid advertising
Consider using paid advertising options such as Google Ads or social media ads to target specific demographics in your area. These tools offer advanced targeting options, allowing you to reach potential patients who are most likely to need your services.
10. Focus on delivering great patient experiences
Ultimately, the best marketing is providing excellent service that makes patients want to return and refer others. Ensure your staff is friendly and professional, and that patients feel cared for from the moment they walk in the door to follow-up after their appointment.
Implementing these strategies can significantly enhance the visibility and attractiveness of your optometry practice. By focusing on both digital marketing efforts and community engagement, you can build a strong, loyal patient base that will help your practice thrive.
