building an online presence and using it to your … · building a strong online presence your...
TRANSCRIPT
Building a Strong Online PresenceYour practice website is an important component to your overall online presence, and is an opportunity to present a great impression to current and potential patients. It also can be your biggest differentiator, especially when it comes to attracting new patients. Your social media accounts, email marketing and newsletters all should use your website as their “home base,” driving patients to engage with the website to get further information about you and your team, book an appointment, find out which eyewear and contact lens brands you carry, and much more. Use these tips to assess how your website is doing:
• Up-to-date content – have you recently checked to confirm that information on your website is current? Confirm that the current logo is used, the office’s hours are correct, the most up-to-date staff pictures are available, the newest services are listed, and links for every page of the site are working.
• Online appointment booking – consumers want easy access to book appointments. Do you have an online appointment option? If you do, test to make sure it’s working properly. If you don’t have
Doctors tell us that marketing to patients can sometimes be a challenge, but we’re here to help. Through this series of articles, we’ll explore why marketing to patients is key to effective retention and recall, and share some best practices for going about that.
In this article, we’ll explore how to build an online presence through your own website and social media channels, and how you can use it to your advantage to increase your patient flow.
an online appointment booking option, ensure there’s an easy way for your patients to contact your office via email and phone number, along with an assurance that they will be contacted promptly for their appointment booking.
• Social media – we’ll go further in depth into social media below, but adding social media links to your website is an easy way for your patients to know where else they can find you online.
TIPDid you know? You can now add online appointment scheduling, doctor photos, bios, and links to your Yelp listing in the Find A Doctor directory on vsp.com. It’s a great way to differentiate your practice to your VSP® patients while amplifying your online presence. Log on to vsponline and head to the administration tab to update your profile. If you meet all Premier Program targets, you can also add your website link.
BUILDING AN ONLINE PRESENCE AND USING IT
TO YOUR ADVANTAGE
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Instagram has fewer users than Facebook, but still sees high engagement. Why? It’s where businesses turn to build their
personality and trust with their followers. For a local business, it gives you a chance to connect with your community. Amplify your Instagram presence with engaging photos of the practice, products, and even local points of interest. Establish your practice as a key part of your community and leverage that connection to build your patient base.
Twitter can help you stay connected with patients and promote new products. Additionally, adding your website to your
Twitter profile gives another way for your patients to find you online.
Pinterest will help you continue to build-your brand as an eye care and eyewear expert. It is not necessarily an avenue for
promoting your practice and products, but you can highlight healthcare and fashion trends. Create pinboards that inspire your practice, from décor to seasonal eyewear, sunwear, and fashion. You’d be surprised how many followers and repins you can get by simply staying active and posting or reposting engaging photos resulting in more brand awareness.
Managing your social media is made easier with the My Marketing Team social media management tool available to Premier Program practices. Each month, new, exclusive content ranging from eye care facts and appointment reminders, to benefit tips and fun holiday posts are available to download. Practices are able to select, customize, and schedule these posts to appear on their various social media channels. This not only saves time, but also helps you engage on social media with your patients.
Email [email protected] to find out how to sign up for this free tool.
What Can Social Media Do For Me?Facebook, Twitter, Yelp, Instagram, Pinterest and Google+1 are all examples of social media, with hundreds of millions of combined active users. Social media has become a key marketing channel for the eye care profession, so it is essential that your practice be an active participant in this space.
Facebook has over 1.5 billion monthly users. Facebook for Business is a great way to connect with your patients. Amplify
your presence by regularly updating business photos, business information, and engaging with your followers through regular (3-4 times/week) posts. Incorporate patient-generated content by trying out a Facebook selfie contest or establish a hashtag for your practice. Who knows, your patients may become your practice’s promoters..
Yelp publishes crowd-sourced reviews, which means all reviews are submitted by unpaid consumers who want to share their
experiences. Approximately 78% of consumers turn to review sites to find local businesses, such as a local optometrist. Yelp can be your best friend or worst enemy, but either way, the world of online reviews is here to stay. Use Yelp for Business Owners to establish your account, keep business information and photos updated, and always respond to reviews whether they’re good or bad. Promote your Yelp presence through an email campaign, window cling, or try a Yelp check-in deal or offer, but remember—Yelp does not allow solicited reviews, so encourage patients to visit Yelp, but never ask or incentivize them for a review.
Google+ has easy-to-understand analytics to see how your office is performing on Google search. Claim your Google listing
by creating a Google+ account and keep it updated with photos, posts, and accurate business information with key words, such as the products and services that you offer. In turn, this may affect how you rank in local search results!
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Take the poll on pathtopremier.com to share what social media sites your practice utilizes, and stay tuned for other chapters in Market Insiders.
1. All social media sites (Facebook, Instagram, Twitter, Pinterest etc.) have their own Terms of Service and legal guidelines. Providers should review and familiarize themselves with these Terms of Service before using social media.
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