Promote your practice with brand influencers
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ATLANTA – Eighty-nine percent of marketers say return on investment with influencer marketing is good or better than other marketing channels, Darryl Glover, OD, said here at SECO.
He explained that influencer marketing focuses on using leaders in an industry or niche to educate and convey a brand’s story, product or services on an intimate level to a potential customer.
Instagram and YouTube are the biggest social media platforms for influencer marketing, Glover said.
The top 10 influencers get paid hundreds of thousands of dollars for social media posts.
Companies pay influencers to post specific pictures of themselves with their products, Glover explained. For example, Justin Bieber gets $285,281 to $475,468 per post and has 168 million followers.
Eye care has its own social media influencers, Glover said. Jennifer Tsai, OD, has 182,500 Instagram followers with @drjenandjuice. Joseph Allen, OD, FAAO, has a YouTube channel, Doctor Eye Health, with 365,000 subscribers. Melanie Denton Dombrowski, OD, has 567,000 followers on YouTube with Eye School with Dr. D.
“Find the right type of influencers, choose the right social media platform and do your research on the influencer,” Glover said.
However, “You don’t have to spend a lot of money when it comes to marketing with influencers,” he continued. “According to a survey of 100 marketers by Bloglovin’, 60% of influencer campaigns had a budget of $10,000 or less.”
Glover said he has a team of five or six people in his practice who help him with his influencer marketing efforts.
“We are blessed to have a medical and retail portion of our business,” he said.
The first step is to make sure you understand your brand identity so you can convey it to the masses.
Glover advised optometrists to have a business Instagram account. “Five hundred million people use Instagram every day,” he said. “And YouTube is the second largest search engine. Your business should have a YouTube account.”
Glover advised looking, “in your own backyard for your Instagram followers. Look at the patients who come into the exam room. Ask about lifestyle, what they do for a living. They may already be blogging or be a podcaster. If they talk about health and wellness, they could help your business.”
Also, use Google to search for influencers in your local community, he said. He recommended researching potential influencers to be sure their content is creative and consistent and that they post regularly.
“They will be an extension of your office,” he said. “Focus on engagement and not followers. Look for response time, conversations, frequency and engagement rate. Make sure they’re authentic.”
When negotiating a contract, have an attorney look at the agreement, he said.
“Influencer marketing has become a $15 billion business,” Glover said. “People do this full-time.”
Primary Care Optometry News/Healio is the official media partner of the MedPro360 program.
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Glover D. The secret to creating influencers to promote your practice for you. Presented at: SECO, Atlanta, Georgia; April 28-May 2, 2021.
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