Starting an optometry practice is exciting, but it does require you to do some strategic marketing to create local awareness, attract patients, and establish your presence in your community. Here are some essential introductory marketing strategies to help your eye clinic thrive!
Develop your vision plan strategy
Deciding whether you’ll take vision plans or not is a fundamental piece of setting up your marketing strategy. I know it can be frustrating for you as a provider to take vision plans. That said, plenty of people will pass on a practice which doesn’t “take their insurance” because they feel like they’re leaving money on the table by not leveraging their discounts. It’s a tough call for you to make.
Taking vision plans is one way to get folks in the door and build your practice, but if you don’t want to take them, Anagram offers a way for you to be out-of-network and still offer a way for patients to leverage their benefits.
Online marketing tips
Create a professional website
You’ll need to secure a domain, otherwise known as a website address, for your new practice. Ideally the domain should be the name of your practice, but you’ll need to check to see if it’s available to use. GoDaddy is an example of where to snag a domain, but there are many other places where you can set up your domain.
A well-designed website is crucial. Your website should be easy to navigate and fully functional on all devices, and should include comprehensive information about your services, operating hours, location, and contact details. Whatever other marketing you choose to do, people ultimately land on your website to learn more about you. If you are interested in identifying a local service provider, you’re probably going to search for those services online. Your prospective patients do the same!
Consider integrating an online appointment scheduler to make it easy for patients to schedule appointments.
Share educational content
Identify what you’re most passionate about for your new practice. Is it specialty contact lenses? Treating dry eye? Myopia management? Your optical? Or do you simply want to build volume for eye and contact lens exams? Identifying these areas of your practice is helpful when it comes to setting priorities for your marketing, whether you do it yourself or you hire a partner to do it for you.
Writing and publishing blogs on your website about the topics you’re most passionate about will help you increase the number of inbound visits to your website from people who are searching for these topics. Creating informative videos about your services, eye health tips, and patient testimonials to share on your website and social media can also engage and educate your audience.
Focus on local SEO
Local SEO helps your practice appear in search results for people in your area. Ensure your practice is listed on local directories and healthcare websites. Optimize your website for search engines with relevant keywords like “optometrist in [Your City]”, “eye exams”, and “contact lens exams” to improve visibility.
Establish a social media presence
Social media platforms like Facebook and Instagram are powerful tools for reaching a broad audience. Share informative content about eye health, promotions, patient testimonials, and behind-the-scenes looks at your practice.
Claim and optimize your Google business profile
Claiming and optimizing your Google business profile is essential for appearing in local searches and on Google Maps.
- Ensure your profile is complete with accurate information and high-quality photos.
- Encourage satisfied patients to leave positive reviews to enhance your credibility. People are influenced by Google reviews; I’ve seen practices grow their numbers of new patients by putting a good strategy in place to get more reviews. Your Google business profile is “free” digital real estate and people pay attention to those reviews. Make it work for you!
Utilize targeted online advertising
When you go live with a brand-new website, it takes time for it to reach “page one” of search results if you’re in a highly competitive area with lots of options for people to choose from. Your new website doesn’t have a lot of inbound visits yet, not a lot of “authority” with Google. You’re a new kid on the block!
So for a cold start, running a Google ad is a great way to position your practice closer to the top of common searches for what you provide.
While you can technically set up and run your own online ads, it can be frustrating if you’re not sure what you’re doing, and you can quickly get into a situation where you’re spending a lot of time and money and not seeing the results you need. Unless you are really interested in learning how to do it and can spend time on it, I recommend hiring a professional to set up and manage your ads for you.
Get involved in your community
Participating in or sponsoring local events, health fairs, and community activities increases your visibility. Offer free eye health workshops or vision screenings at schools, senior centers, and local businesses to educate the community and build relationships.
Run direct mail campaigns
If you have the budget for it, consider sending a postcard to area residents introducing your practice and offering special promotions. Ensure the mailers have a clear call-to-action for booking appointments and provide a special discount for first-time patients.
Prioritize the patient experience!
Providing exceptional customer service is key to ensuring positive word-of-mouth and repeat visits. Great patient experiences result in referrals to your practice and help you build a loyal patient base.
Summary
By implementing these strategies, your new optometry practice can attract and retain patients, build a strong reputation, and establish a lasting presence in your community. Create a professional online presence, engage with your community, and offer excellent patient experiences to increase referrals to ensure your practice thrives in today’s competitive healthcare market.
