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Drs. Bazan and Glazier Reveal the Truth About Facebook Likes

Drs. Bazan and Glazier Reveal the Truth About Facebook Likes

To many marketers out there, successful Facebook marketing is marked by an ever increasing number of “Likes” or fans – a successful campaign brings in Likes, and that number is the metric that really counts. However, when you think about what these fans are doing after they like your Page, this could present a very different perspective. Are “Likes” Useless? Let’s face it. The truth is that many, if not most, of the users who have Liked your Facebook Page have and never will actually engage with the content you post and many will never visit the Page. One study by the Ehrenberg-Bass Institute in Australia, which looked at the fan activity of a major brand, showed that less than 1% of their fans actually interacted with their Page. While this may be an extreme case, it does illustrate the idea that quantity does not equal quality when it comes to fans! So is it a wasted effort to spend time and money trying to get more Likes and to use this metric as a measure of success, when you are likely not getting any real interaction from your fans? Does this number in any way translate to revenue in your pocket in the form of new patients and appointments? We have asked two OD...
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What Your Practice Needs To Know About The New Facebook Update

What Your Practice Needs To Know About The New Facebook Update

At the end of April Facebook rolled out yet another algorithm update. In general the changes put less focus on how friends are engaging on Facebook in favor of content that the user has shown an interest in. Some marketing experts feel this could possibly win back some of the organic reach lost after Facebook’s last update – if you do your Facebook marketing right, that is. Here are updates that Facebook has made and how they can change the way users experience Facebook: 1. Now able to see multiple posts from the same source: Facebook has relaxed their rules that previously prevented this from happening, now allowing more content from one page or friend to get through to the News Feed. 2. Posts such as photos, videos, and status updates from friends and pages that you care about (meaning you visit their pages and interact with them regularly) will be pushed up into the News Feed. 3. Posts about friends liking or commenting on a page’s content will be given less importance and pushed down the News Feed. When it comes down to it, these changes mean that users are more likely to see content they care about directly from friends and the pages they have liked and interact...
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Five Good Reasons Why You Must Be Advertising On Facebook

Five Good Reasons Why You Must Be Advertising On Facebook

Here are five good reasons why you must be advertising on Facebook. 1 –1$ A Day Still Gets Results The minimum spend on Facebook advertising is only $1 a day. With this small budget, you can reach thousands of people that meet your specific criteria. With AdWords, you would be lucky to get two clicks a day. You also have multiple bid types available. Cost per Thousand (CPM) Cost per click (CPC) Optimized cost per Thousand (oCPM) oCPM is when Facebook shows your ad to people that FB believe are most likely to take action. Cost per action (CPA) Choose the right option that best fits your needs. 2 – The Targeting Options For Facebook Ads Are Impressive Unlike AdWords, Facebook ads are targeted to the users’ demographic and interests, not what they’re searching for. Because of this, the refinement available to you, when you set up the audience targeting for your ads, is impressive. With so many targeting options and combinations available, you can ensure that your budget is only spent on the most relevant audience. 3 – Facebook Has A Massive Audience, Including Your Customers Facebook claims to have 1.28 billion active users with over 800 million users active daily. You can...
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4 Steps to Creating a Successful Video/Photo Shoot  [Part 3]

4 Steps to Creating a Successful Video/Photo Shoot [Part 3]

Want to make sure your Practice looks its best on camera? Well, you should want to, because as we mentioned in our last two digital tips, photos and video marketing are going to attract a lot of attention to your Practice, so you want to “dress to impress” so to say. Looking your best means more than just sharp dress of course. There are a lot of details that should go into making sure everything about your appearance on your video and photos looks professional, from the people to the background to the sound quality. Here is a basic checklist for how and what to prepare for your video or photo shoot: 1) Clean the office/area of the shoot. Make sure the area is clean and clutter free. Check for and remove anything that may be distracting. Ensure there are no personal items you don’t want to be seen. Remove anything with confidentiality status. 2) Prepare attire for team members and doctors. Solid color clothing is best, stay away from busy printed tops and bold stripes or exceptionally bright reds or yellows. If your team has a uniform, make sure everyone is wearing it. If they don’t, consider asking everyone to wear the same color scheme. Make sure clothing is clean and...
How to Get Started With Your Practice Video Marketing [Part 2]

How to Get Started With Your Practice Video Marketing [Part 2]

In digital tip #45, I explained why it’s time to start using video to promote your Practice. Effectively employing video to enhance your practice marketing requires strategy and planning. While there is no limit to the number of or possibilities for the videos you can create, you want to approach each one with a professional and organized method. First you need to decide what you want your video to accomplish. Here are some questions to answer to get you moving in the right direction:   Is there a specific type of patient you are targeting in your community? Is there a specialty, a procedure or service you are looking to promote? Are there particular frame styles, products or equipment you would like feature? Is there something unique about your own expertise or staff member skill set that you need to be able to communicate on video? What areas of your Practice and which staff members do you want to be sure to include in the footage? Once you have answered those questions and have a better idea of the strategy you want to take with your marketing video you can decide what you want your video to be about. While some ODs like to start with an introduction to the office, others...
Why it’s Time to Start Using Video to Promote Your Practice

Why it’s Time to Start Using Video to Promote Your Practice

More and more case studies are showing that video marketing increases consumer reach and engagement by sometimes startling numbers. For example, a startup called Wistia found that emails that included videos had an increase of 300% for click-throughs over their emails without video. Another company, Attivio, found that video increased their users’ average time on site by 100%. Video viewing is climbing and continues to increase as people subscribe to YouTube channels and discover content they enjoy. According to 2014 YouTube report, over six billion hours of video is watched each month on the video search engine. In addition, if you are considering PPC advertising, targeted video ads are a good way to engage with your local prospects at a fraction of the cost for traditional paid advertising and often with a bigger return on your spend. Turn Your Marketing Into an Experience How do these studies based on tech startup companies relate to your optometry Practice? Well, the fact is, in addition to video being recognized as a universal differentiator when it comes to marketing across sectors, as an eye doctor, a big part of what you are selling to potential patients is experiential....
When to Use a Social Media Agency

When to Use a Social Media Agency

When your car goes on the fritz, where do you go? Take it to your trusted auto mechanic. If you have appendicitis, whom should you see? You should see your doctor, STAT. When your pipes burst, whom do you call? Call a plumber ASAP. If you need to fly somewhere, who is in charge? Trust the trained pilot. What do those four occupations have in common? They’re all specialists, trained in one area to be the best at what they do. Their unique set of skills and knowledge means you can rely on them to perform the job you need. They’ve seen it all; your request is nothing new. They do the task right the first time, saving you time and money. As wise old Plato said, “Each man is capable of doing one thing well. If he attempts several, he will fail to achieve distinction in any.” Just as you wouldn’t want a professional ballet dancer to build your house, why would you trust the marketing and social media needs of your business to an untrained amateur? Let’s back up a minute. If you have someone on your staff that is an experienced writer, SEO pro, and social media expert, by all means, tap him or her to help promote your business and brand. But chances are slim—no matter what size...
5 Challenges Facing Small Business Owners Today

5 Challenges Facing Small Business Owners Today

There are many challenges facing small business owners today. The key to survival is findings ways to turn those challenges in opportunities. As Winston Churchill once said, “A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.” Let’s LOOK™ at a few of ways of turning some common difficulties into opportunities. 1. Owner dependence. Not allowing your employees to take some of the responsibilities can lead to unpaid bills (if out of town), product not ordered, patients unseen. Now, it may be hard for some of you to let go while a new person learns the ropes but handing off some of these responsibilities will make your employees feel more invested in your business & more importantly free up some time for you. 2. Lack of knowledge/ skills. Graduating from medical school made your knowledgeable about eyes but what about the other parts of your business. Be sure to educate yourself in areas such as your demographic, your competitors, and current trends, advertising & marketing techniques. Networking, reading relevant books and websites like, blog.cevision.com, can help you to do proper research. 3. The “If it ain’t...
Training Your Staff to Post Responsibly on Social Media

Training Your Staff to Post Responsibly on Social Media

As I detailed in the last two digital tips, involving your staff in social media can transform and accelerate your Practice’s exposure by leaps and bounds. But you want to make sure that this exposure is positive and is in line with your marketing goals. Research from Gallup reveals, 50% of employees are already sharing on social media about their work, but a third of them are doing so without any guidance from their employer. If your staff is going to be representing your Practice, you want to make sure you have set out clear goals, rules and guidelines. Here are some basic steps in training your staff to post responsibly. Step one: The Basics The first step is to make sure employees know how to use the social media platforms you are employing including the privacy settings, terms of use and culture (hashtags, type of content, tagging, Twitter abbreviations etc.). It is also worthwhile to create standard profile content for employees to use for their accounts that describes your Practice effectively and consistently with your marketing message, and includes links to your website and social pages. Step two: Defined Goals In order for your staff to be ambassadors for your Practice...
Get Your Staff’s Social Media Gears Turning [Part 2]

Get Your Staff’s Social Media Gears Turning [Part 2]

Looking for ideas to get your staff involved in social media? Our social media expert Sabina has plenty of ideas which she shares with our ODLingo clients each month. Here is an example of a couple of her suggestions from this past January: 1: Get A New Year’s Resolution! Everyone has something to aspire to in the new year, whether it is spending more time with family, eating healthier, exercising, or finishing school. Throughout the month of January, take a picture of each staff member working on his or her resolution and add a sentence about what the goals are. Encourage fans to share their New Year Resolutions as well. Example: Our ophthalmic technician’s New Year’s Resolution is to lead a healthier lifestyle. With a family history of diabetes, she doesn’t want to be the next one going down that road. Check out a few of her recipes for eating healthy and staying fit. What is your New Year Resolution? 2: January 28th Is Fun At Work Day! Work is not always fun but there are moments in the day when fun happens. When that time of day comes, take a picture and post it with a sentence or two about the fun that is happening in the picture. Add some hashtags like, #FunAtWorkDay. Social...
5 Reasons You Want Your Staff Involved in Social Media [Part 1]

5 Reasons You Want Your Staff Involved in Social Media [Part 1]

Many business owners are apprehensive to say the least about letting staff members represent their business on social media. And based on a number of “staff gone wild” horror stories out there, this fear could be justified…unless you take the proper steps to train your staff to post responsibly. Those that refrain from allowing their staff to take an active role in social media outlets, such as Facebook, Linkedin, Twitter, Pinterest, etc., are actually minimizing the impact social media can have on getting their practice name out, engaging patients and creating buzz in their local community. Alternatively, involving your staff in social media marketing can exponentially increase the effectiveness of your outreach. Before we go into some steps on how to engage your employees in social media, here are some reasons you want your staff to contribute to social media in the first place: 1) Your employees can be some of your greatest brand ambassadors. Hopefully more for better than for worse, your staff represents your brand and each one has a lot of expertise and ideas to share. With the right guidance, you can engage your staff to promote a vibrant and valuable image of your Practice...
Create an Effective Marketing Plan to Bring in Revenue this Year

Create an Effective Marketing Plan to Bring in Revenue this Year

It’s a new year and now is the time to plan out your integrated marketing calendar for the upcoming year. Planning ahead will get you organized and allow for the proper time and organization to create higher caliber and more effective marketing campaigns. Here is a 5 step plan and some helpful campaign download links to get your marketing off the ground and patients in the door… Step 1 Brainstorm Campaign Ideas: Brainstorm ideas for thematic or time-related/seasonal campaigns: Make a list of all the holidays (national and local) and eye care observance days (Glaucoma month etc.) and their dates. Consider running a FSA campaign late in the year. Here is one idea: Use It or Lose It campaign. Now list seasonal themes (ski season, spring allergies, beach season, back to school, college vacations etc.) you might want to use for a campaign. Download a free allergy video and campaign here. Add any specialties or relevant eye care or product topics that you might want to highlight (children’s vision, dry eyes, UV, transitions lenses, etc.). Try this campaign with a pediatric focus. Think about local events such as country fairs, sports, educational or cultural events, that you might...
Don’t Start 2015 Without These 6 Local SEO Musts

Don’t Start 2015 Without These 6 Local SEO Musts

The one SEO fact you can be certain of is constant change. So what are the essential, must-have components of local SEO for 2015? Here is the forecast of what your Practice needs to be on top of the SERPs this year. 1. NAP (Name, Address, Phone Number) Accuracy and Consistency The seemingly small detail of having accurate and consistent NAP information across your website and online real estate can have a tremendous and increasingly serious impact on your overall online visibility. The good news, this is an easy thing to fix. Go through each business listing, social site and citation and check that your NAP is correct and written exactly the same way in each instance. 2. Claimed/Verified Business Listings You want to be in control of each listing for your Practice to make sure the information is accurate and consistent. Claim your listings on all local business directories including Google, Yahoo, Yelp etc. and make sure the information is up to date (especially the NAP!). 3. Categories/Descriptors While you are working on your business listings, make sure that you pay attention to selecting the most relevant categories and descriptions for your Practice, especially if you specialize...
7 Cost-Effective Online Marketing Strategies For Your Eyecare Business In 2015

7 Cost-Effective Online Marketing Strategies For Your Eyecare Business In 2015

Last month, Best Image Optical’s founder and CEO, Mark Dolabany, presented an American Board of Opticianry (ABO) certified course at the Opticians Association of Massachusetts (OAM). In an ongoing effort to help the independent eyecare professional build their brick-and-mortar business and compete with online optical retailers, we have outlined his course today to help you start thinking about the marketing strategy of your business in 2015. “While traveling on the road and visiting my customers, I find that our conversations turn to the internet and what can be done for a brick-and-mortar business to increase their exposure on the internet. I try to share my knowledge and experience with the independent, and relay to them the steps that my own independent business has taken.” – Mark Dolabany The following strategies were put together to help independent market their business cost-effectively. Here we briefly touch upon strategies that will help you increase your exposure on the internet and grow your business if you are committed to taking these steps. Before we proceed, there are two terms we’d like you to get familiar with: Keywords and SEO (Search Engine Optimization). A...
Seeing is Believing (SiB 2015) Returns to a Screen Near You Jan. 28 and 29, 2015

Seeing is Believing (SiB 2015) Returns to a Screen Near You Jan. 28 and 29, 2015

The Seeing is Believing virtual conference (SiB 2015) is returning on Jan. 28 to 29, 2015, from 12 pm-7 pm EST for its third year with 20 COPE-approved CE credits with 10 courses on practice management. The two-day virtual event is a convenient alternative to conventional trade shows featuring some of the industry’s top thought leaders and educators. This year’s show introduces a new advancement for exhibitors with a vendor video theater, where virtual attendees can watch a vendor education video and take a quiz to earn a vendor special show offer. This year’s speakers include well-known industry influencers including Jay Binkowitz, Optometric consultant and President of GPN; Matt Geller, Founder of OptometryStudents.com and NewGradOptometry.com; Stephen Newman, ocular nutritionist and author; Alan Glazier, CEO and founder of Shady Grove Eye and Vision Care, author and consultant; and Laurie Sorrenson, practice owner and frequent lecturer. Topics will span the gamut of optometric interests including advancements in research, medical treatments and technology and marketing, staffing and business strategy. Attendees are encouraged to chat with the instructors and interact with their...
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