Developing a marketing plan starts online
ATLANTA — A presenter at this year’s SECO meeting reviewed key tactics to develop a marketing plan for independent businesses, with particular focus on digital presence.
“You don’t have to be an expert in marketing to learn it,” Andrea Knouff, OD, owner of Eyeclectic Vision Source in Atlanta, said during her MedPRO360 presentation. “Whether you know a little bit or a lot, there’s always room to grow in this area. It is its own language, and it’s the way of the future.”
Healio/Primary Care Optometry News is the official media partner of the MedPRO360 practice management track.
Knouff highlighted six “fundamentals of marketing,” that included having a website, using search engine optimization or SEO, pay per click advertising, social media interaction, email campaigns and reputation management.
She presented her website as an example. Important factors included pictures of staff, a doctor biography and staff biographies on the “about us” page, business hours being front and center, and ensuring the mobile version is not too slow or inaccessible on specific devices.
“Most people spend their time online looking at the ‘about us’ page,” she said. “Let your patient know about you, what you specialize in, the region you serve, even if you’re involved in your church, so they can connect with you.”
Practice owners can officially claim their business on Google, Bing (which is used by Amazon’s Alexa) and Yelp to fulfill SEO. Choosing appropriate ad words can also improve online traffic, such as specifically listing Johnson & Johnson’s “Lipiflow” or “dry eye doctor.”
Along with “organic advertising” with a business found through a search engine, pay per click can raise a business’s listing and increase click-through rates for a small fee per click.
Social media interaction and email campaigns can help reach new patients and keep current patients engaged. Knouff recommended concepts such as unique graphics for Twitter posts and “It’s that time of the year again” reminder emails.
Concerning reputation management, Knouff explained that online interactions, especially replies to reviews, must remain compliant: Do not disclose if the reviewer is a patient; keep responses short and general and always be courteous.
“Create your marketing plan now, whether you’re in charge or a staff member is in charge,” Knouff said. “This is such a big deal, and this is how you are going to present yourself to the patient. Make sure you’re presenting yourself the right way.” – by Talitha Bennett
Reference:
Knouff A. MedPRO360: Marketing tactics for an independent practice owner. SECO; March 4-10, 2020; Atlanta.
Disclosure: Knouff reports no relevant financial disclosures.