Why Market? Get New Patients Improve Focused Product Sales Increase Frequency of Patients returning Improve Capture Rate
Marketing – the Steps What do you want to accomplish in your business? – Define the business objective What are your main goals? – Define and post the goals – Build a map to get you there How do you measure success for your Marketing efforts? – What return or growth do you want from Marketing? – Are you focused on the right areas for that?
Scenario 1 – New Business Goal: Drive new business Steps: – Determine what you wish to leverage – Get a list or secure the items needed (Newspaper, ads, trunk show) – Define your message – Develop pieces and print or sent to the venue Offer: What is worth it to you and your market? – $50 off of a set product – 25% off of purchase on select frames Follow Up: How do you manage this for success? – Phone: how do you track where the lead came from? – Scheduling: how do you ensure the calls are getting scheduled – Handoff: use the offer to keep them there
Scenario 2 – Maximize Patient Base Goal: Friends & Family Steps: – What do you want and are set up to accomplish? – Define the tools and tactics to use, referral card with a discount to the new and existing patient, advertise in office, send something out to all patients? – Build your message around your practice – Develop the lists and pieces Offer: – Why would your patients offer a referral? – What would bring an additional family member in today? Follow up: – Phone: how do you track where the lead came from? – Scheduling: how do you ensure the calls are getting scheduled – Handoff: use the offer to keep them there
Leveraging MarketBuilder Online ECP to consumer marketing tool (24/7) Toll free number with dedicated marketing help (7am – 7pm EST) Free webinar training for ECPs & staff Funding: – Website and creative designs funded by ELOA – ECPs cover reduced printing and mailing costs
MarketBuilder – one vehicle to use Direct mail – currently Will include: – In Office POP – Email – Newsletters – Advertisements – Collateral – Personalized URLs (PURLs) – Trigger Campaigns – Auto-Enroll Campaigns