Marketing your Business

Why Market?

• Get New Patients• Improve Focused Product Sales• Increase Frequency of Patient’s 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

What are your goals?

Let’s build a plan

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

Demo

Questions