Promoting Your Practice Tech: Bring Your Patients Into The Future!
The eye care marketing landscape is getting increasingly competitive every day, forcing practices to constantly innovate and find ways to stand out from the crowd. One of the best ways to do this is by properly promoting the advanced eye care technologies you have in-office to help your patients see better and keep up with their continued eye health. Below we’ve gathered some of our top tips for how best to promote your eye care technology:
Define and Market To Your Ideal Patients
Your ideal patient is not likely going to know all the ins and outs of how your technology works, and won’t be impressed by all the specs and the technical data. Instead, the way you appeal to your patients is by speaking to how your technology will address their issues and help them feel and see better. So how do you figure out your ideal patient, and what issues your technology should address for them? By building patient personas. Once your target/ideal personas have been solidified, choosing the technology to promote and emphasize will be easy. Here are just a couple of examples:
If the right kind of patient for your practice is one that often has concerns about things like glaucoma, you may choose to highlight your practice’s incredible OCT technology. In your materials and posts promoting your OCT technology you should highlight the incredible ability of OCT to detect glaucoma more quickly and accurately than ever before. Don’t forget to mention how this early and accurate detection can help save their eyesight!
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On the other hand, if your ideal patient is one who tends to be on the go you may choose to highlight your Digital Phoropter, and similar technologies. In this case, you should emphasize how these innovative pieces of equipment will make eye exams faster, easier and more comfortable, without sacrificing accuracy.
Another great way to stand out from the crowd is to identify technologies that your practice offers that other practices around you don’t. Do you offer scleral lenses for patients suffering from keratoconus? Or perhaps your practice boasts a wide selection of low vision aids for those who have suffered severe vision loss? These and similar technologies require a specific type of specialty skill set that not all practices have the time or desire to pursue, making it highly likely that your practice is the only game in town when it comes to offering them. Promoting these particular technologies is a great way to pull patients from further away than you normally might, since despite the distance, you still may be the closest practice to offer these services.
Decide Where is Best to Reach Your Audience
Once you’ve identified the technology you’re promoting, and who you’re marketing it to, it’s time to do some research on the ideal places to post your promotional content. Some mediums, such as Google My Business and your practice website, will be no-brainers no matter the demographic, while others, such as the various social media platforms, will depend heavily on specifically who you want to reach.
Social Media and Your Eye Care Tech
Different technologies are likely to be relevant to different groups of people, who may also have very different social media habits. Understanding the social media habits of your target group can help you pin down where best to catch them online, and how best to word your promotional material.
For instance, as in one of our examples above, you may be promoting your wide selection of low vision aids, in order to target patients who have suffered vision loss due to macular degeneration or similar conditions. These are likely older patients, in or near the baby-boomer generation. Advertising your Low Vision aids on social platforms such as Instagram or Snapchat is not likely to get you very far, as this age group isn’t usually found there. They’re most likely to be found on Facebook, where they are probably heavily engaged with family and friends. When deciding how to position your Facebook materials, keep in mind that members of this age group are not likely to identify with posts that relate to them as “elderly” or “in their golden years.” Rather, they still see themselves as young, vibrant, healthy and engaged, so be sure to use both words and imagery within your post that relates to them in this way.
On the other hand, if it’s back-to-school time, you may choose to promote Vision Therapy and Myopia Management technologies, to help children with eye conditions that affect their ability to learn. To be successful promoting this technology, you’ll need to find where best to contact parents online. These parents are likely in their mid-20’s to early 40’s. Most of these parents are likely Millennials, who can be found across many social media sites, including Instagram, Snapchat and Facebook. Another nice feature of promoting to this demographic is that they tend to engage with content of varying length, and they’re likely to promote products they appreciate to their friends across their various social media platforms, if the form of the content is easily shareable.
Promoting Equipment On Your Practice Website
As with any marketing effort, your practice website will be a central pillar of promoting your eye care technology. Here are a few tips for how to best show off that technology onsite:
- Make sure that images and brief promotional copy feature prominently on your website’s homepage. Information about your equipment should be “above the fold,” or at the top of the page and visible without the need to scroll. This allows it to be among the first things that your patients see when they come to the website, and can immediately draw their attention.
- You should have an entire page dedicated to your equipment. This page should expand on any information you gave on your homepage, explaining more in-depth about what conditions are treated with this eye care technology, and how. The technology page should include a few pictures of the technology, preferably in use at your practice, with a smiling patient and doctor.
Things To Do On Google My Business To Promote Equipment
Your Google My Business is almost as important as your practice website for promoting your office equipment to prospective patients. People looking for your practice will often see information about you here before ever getting to your website. So, what are some things you can do to better promote your equipment through Google My Business?
- Since most people who find you on Google are not there to engage with posts in the same way as they would be if they found you on Facebook, you should keep your GMB posts fairly short and to the point. Link them back to your homepage or, better yet, to the page as discussed above. Also, use an engaging picture of the equipment, such as one in which the equipment is being used with a happy patient, to help your post catch people’s attention.
- To help with SEO, mention equipment you want to promote in your Business Description. Include a sentence or two that goes something like, “Our optometry office is happy to offer advanced eye care technologies such as ______, which helps us better care for your long-term vision and eye health, ”
Effectively promoting your eye care technology is an excellent way to help your practice stand out from the competition. If your office would like help with this or any other facet of getting new patients for your practice, take a look at our Optometry Growth Plans, or give us a call at 201.591.4350.