Marketing your optometric practice may not be your top priority with the end of the year closing in fast. But, establishing a marketing strategy to execute during the new year will help you stay focused on attracting more community members to your optometric practice and transforming prospects into patients.
In this post, we’ll provide steps for you to take when creating your marketing strategy for 2018.
3 Steps For Creating An Optometric Practice Marketing Strategy
Identify Your Audience
If you’ve struggled to see a positive outcome from marketing tactics in the past, you might have been marketing to the wrong people. Creating a buyer persona based on your current patient base will help you identify information to help you market to your community more successfully.
When defining your target audience, think about the challenge the person has, and how your optometric practice can help them meet their goal.
Define The Desired Outcome
With a new year approaching, you’re probably already thinking about the goals you’re planning for yourself and your practice in 2018, but don’t stop there. Documenting your desired outcome of your marketing strategy will help you stay focused to keep you moving forward in your marketing efforts.
To better prepare for your practice’s success, set your goals using the SMART method of goal setting. This method requires you to create a goal that is Specific, Measurable, Attainable, Relevant, and Timely.
Select Your Marketing Strategies
Now that you know who you need to market to and you have defined your SMART goal, it’s time to look at the strategies that will help you market to your audience effectively to meet your desired outcome. There are numerous activities that your optometric practice can implement in an attempt to attract new patients to your practice. However, you have to make sure that you can realistically get your audiences attention with activity. For example, if your audience is typically on a specific social media platform, you should put more focus on that platform to gain more traction and bring those patients in.
Other examples of marketing strategies you can try to promote your practice and secure more patients in 2018 include:
- Email marketing
- Local marketing
For more tips on how you can market your optometric practice in 2018, subscribe to the VisionWeb blog!