SlideShare a Scribd company logo
Reach All Ages – How to Market Your Whole Practice
Reach All Ages – How to
Market Your Whole Practice
Presented By:
Cuinn Merrigan
COO
Fast Track Marketing
General
Ophthalmology
LASIK
Laser
cataract
Surgery
A Rising Tide Lifts All Boats
• JFK effort to focus on the Macro
effects of building a dam in the
1960s.
• He said a Rising Tide Lifts All Boats.
• Put money into the economy the
economy will grow
Where Did the Phrase Come From?
Each Practice Has Its Own Economy
• Macro focus on the practices internal economy
• Balance of internal and external marketing
Internal Marketing
Internal Signage
• How do people know what you
offer if they can’t see it?
• Concise and uniform messages
• Don’t convolute messages with
sensory overload
Internal Marketing Content
• Be creative in your content
• Focus on one message with
mentions of other services
Waiting Rooms
Internal Personnel
• Train, Quiz, Train, Remind, Quiz
• Morning Huddle
• In-house culture focused on providing options for every patient
• “If you see this, what could you mention?”
• “If the patient says that, how would you segue to move the
conversation toward our services?”
Staff Based Referrals
• How to build your network
• Incentives – Global revenue goals or units
Internal Personnel
• Set up reciprocal shadows with
your staff
• Let them teach each other best
practices and gel as a team
Strong Internal Collateral
Procedure specific brochures
External Marketing
Highlight Multiple Services Concisely
Use SEO for Multiple Services
• Use secondary pages to
boost every aspect of
your practice
• Write blogs that focus
on multiple topics and
services
• Connect in and out of
your website
Use the Digital Landscape as Your Ally
• Facebook, Twitter, Blogs, YouTube, Google +, Google
Places, LBLs, LinkedIn, Instagram
Social Media Advertising
• Targeted
• Inexpensive
• Cross-pollinating can
be easy
• They will hone in on
what interests them
• Don’t make a laundry
list
Building and Promoting Your Practice to
Your Referral Network
OD/MD Network
• How to build your network
• Visits
• Collateral
• CE Course
Past Patient Referrals
 Provide tools for ease of referral
 Emails with Links
 Email to trigger referral form
Corporate or Local Business Referral Network
• How to build network
• Provide a true benefit
• Send out letters (avoid the
words “benefit package”)
• Hit the streets – knock on
some doors
• Offer Safety presentations
To Recap
 Internal Opportunities
 Signage
 Personnel
 Collateral
 External Opportunities
 Advertising
 Digital Landscape
 SEO
 Referral Network
 Local Businesses
Thank You
Cuinn Merrigan
Fast Track Marketing

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