Differentiating Your Eye Care Practice Through Localized Marketing

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There are many ways independent practitioners can market and differentiate themselves from large chains. One way is to provide patients with “Wow” moments. Another is to get involved in the local community. Join Dr. Justin Bazan, Optometrist at Park Slope Eye to learn how to create “Wow” moments with patients, serving your local community, and much more during this on demand webinar.

Marketing

2
Today’s Featured Speaker
Dr. Justin Bazan
Optometrist
SurefireLocal.com

SurefireLocal.com 3
Marketing Your
Independent Practice to
Make it Shine

Patient Profiles
4
Independent Loyalists
● Patients who receive eye exams and purchase glasses
or contacts from independent optometrists
Hybrid Spenders
● Patients who receive eye exam services from one type
of location and purchase glasses or contacts from
another type of location
Chain Loyalists
● Patients who receive eye exams and purchase glasses
or contacts from retail chains
SurefireLocal.com

Marketing Channels/Tactics
5
● Website/Blog
● Social Media
● Email
● In-office Experiences
● Community Involvement
The key is
to always
remember
WHY
you started
your business!
SurefireLocal.com

Website/Blog
6
● Tell your story
● Create educational & engaging content
○ Write about care focusing on ocular health
○ Seasonal tips for caring for eyes
● Tools to schedule appointments and contact you
● Call out eye care offerings that are not available at big chains
SurefireLocal.com

Social Media
7
● Differentiate yourself
with photos
● Set up a practice of
posting photos several
times a week
● Share your blog posts
to increase reach and
get SEO benefits
SurefireLocal.com

Email
8
● Build patient loyalty
● Share tips on saving money
● New treatment offers
● Summary of your latest blog
posts
● New doctor announcements
SurefireLocal.com

In-office Experiences
9
● Best way for independent eye care practices to thrive
● Control the entire experience
● Set up systems to have your office staff mention to patients
where they can write reviews
SurefireLocal.com

Community Involvement
10
● Let your patients know that you are part of the community
● Participate in local events that support good causes
○ Share these on your website, blog, email newsletters, and
social media
● Host open houses and customer events
○ Use the content created from these events to attract new
patients
● Look for local community directories
○ County Chamber of Commerce, small local online and
offline newspapers, etc
SurefireLocal.com

SurefireLocal.com 11
6 Ways to Differentiate Your
Independent Practice

1. Serve your patients
“beer”
12
● WOW them
● These moments leads to
word-of-mouth and
inspires loyalty
SurefireLocal.com
But hurry! Large corporations are
catching on, so make sure your
WOW moments are unique

2. Serve your community
13
Local Advantage!
Large corporations tend to
go more national with their
efforts
SurefireLocal.com

$3. Be there! 14 ● People will always seek out help ● Do you offer vision therapy, myopia control, specialty contact lenses, etc? ● Commercial offices will most likely stick to the routine refractive care SurefireLocal.com$

4. Get social on & offline
15
● Host fun events in
the office
● Share engaging,
personalized
content
SurefireLocal.com

5. Get personal
16
● Give glimpses into the people who work for you and how
you run your practice
● Feature employees and doctors on social media
● Give your staff the freedom to be themselves
SurefireLocal.com

6. Keep it real
17
Market the way you actually are
SurefireLocal.com
Large corporations are
bound by strict policies and
guidelines

Summing it up
18
● Serve your patients “beer”
● Serve your community
● Be there and easy to find online
● Get social on and offline
● Get personal
● Keep it real
SurefireLocal.com

SurefireLocal.com 19
Don’t Complete;
Differentiate

SurefireLocal.com
Q&A
Get a Complimentary
Digital Marketing Consult
Call
(888) 804-8685
Email
marketing@surefirelocal.com
and a Google Chromecast
just for chatting!
20

SurefireLocal.com marketing@surefirelocal.com

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Differentiating Your Eye Care Practice Through Localized Marketing

1. Differentiating Your Eye Care Practice Through Localized Marketing marketing@surefirelocal.com

2. 2 Today’s Featured Speaker Dr. Justin Bazan Optometrist SurefireLocal.com

3. SurefireLocal.com 3 Marketing Your Independent Practice to Make it Shine

4. Patient Profiles 4 Independent Loyalists ● Patients who receive eye exams and purchase glasses or contacts from independent optometrists Hybrid Spenders ● Patients who receive eye exam services from one type of location and purchase glasses or contacts from another type of location Chain Loyalists ● Patients who receive eye exams and purchase glasses or contacts from retail chains SurefireLocal.com

5. Marketing Channels/Tactics 5 ● Website/Blog ● Social Media ● Email ● In-office Experiences ● Community Involvement The key is to always remember WHY you started your business! SurefireLocal.com

6. Website/Blog 6 ● Tell your story ● Create educational & engaging content ○ Write about care focusing on ocular health ○ Seasonal tips for caring for eyes ● Tools to schedule appointments and contact you ● Call out eye care offerings that are not available at big chains SurefireLocal.com

7. Social Media 7 ● Differentiate yourself with photos ● Set up a practice of posting photos several times a week ● Share your blog posts to increase reach and get SEO benefits SurefireLocal.com

8. Email 8 ● Build patient loyalty ● Share tips on saving money ● New treatment offers ● Summary of your latest blog posts ● New doctor announcements SurefireLocal.com

9. In-office Experiences 9 ● Best way for independent eye care practices to thrive ● Control the entire experience ● Set up systems to have your office staff mention to patients where they can write reviews SurefireLocal.com

10. Community Involvement 10 ● Let your patients know that you are part of the community ● Participate in local events that support good causes ○ Share these on your website, blog, email newsletters, and social media ● Host open houses and customer events ○ Use the content created from these events to attract new patients ● Look for local community directories ○ County Chamber of Commerce, small local online and offline newspapers, etc SurefireLocal.com

11. SurefireLocal.com 11 6 Ways to Differentiate Your Independent Practice

12. 1. Serve your patients “beer” 12 ● WOW them ● These moments leads to word-of-mouth and inspires loyalty SurefireLocal.com But hurry! Large corporations are catching on, so make sure your WOW moments are unique

13. 2. Serve your community 13 Local Advantage! Large corporations tend to go more national with their efforts SurefireLocal.com

14. 3. Be there! 14 ● People will always seek out help ● Do you offer vision therapy, myopia control, specialty contact lenses, etc? ● Commercial offices will most likely stick to the routine refractive care SurefireLocal.com

15. 4. Get social on & offline 15 ● Host fun events in the office ● Share engaging, personalized content SurefireLocal.com

16. 5. Get personal 16 ● Give glimpses into the people who work for you and how you run your practice ● Feature employees and doctors on social media ● Give your staff the freedom to be themselves SurefireLocal.com

17. 6. Keep it real 17 Market the way you actually are SurefireLocal.com Large corporations are bound by strict policies and guidelines

18. Summing it up 18 ● Serve your patients “beer” ● Serve your community ● Be there and easy to find online ● Get social on and offline ● Get personal ● Keep it real SurefireLocal.com

19. SurefireLocal.com 19 Don’t Complete; Differentiate

20. SurefireLocal.com Q&A Get a Complimentary Digital Marketing Consult Call (888) 804-8685 Email marketing@surefirelocal.com and a Google Chromecast just for chatting! 20

21. SurefireLocal.com marketing@surefirelocal.com

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