Using E-mail to Enhance Eye Care Marketing

To say that e-mail has revolutionized the way we communicate would be saying far too little. Professionals use e-mail every day to exchange information with colleagues, contemporaries, and customers. As an eye care professional, it’s important that you think about how e-mail impacts your eye care marketing.

Improving your eye care marketing is easy, and it makes life easier on you and your patients. I recommend using e-mail in the following ways:

As a scheduling tool. Your website should offer patients the opportunity to schedule appointments instantly, 24 hours a day. After the patient has scheduled an appointment, an auto-confirmation should be sent to his or her e-mail address.

As a forum for frequently asked questions—including answers—on your website. This saves you and your patients the hassle of rehashing concepts, questions, or ideas you’ve already discussed. Your patients will be glad to know there’s a place where their most basic questions can be answered, and where they can return with other inquiries.

To offer special discounts and deals. After all, who doesn’t like a deal? A discount for friends and family or a set of coupons offering discounts on glasses or contact lenses could increase your patient base considerably.

To educate patients. E-mail is basically an expeditious way of sharing information. As a professional who works closely with people who don’t share your level of expertise, you’re in the unique position of being able to share vital information with people who want to hear it. Maintaining healthy vision is important to your patients, and you can use e-mail to guide them along that path.

E-mail has changed the way communicate and business with one another. It allows you to accomplish so much more at a fraction of the cost. That’s a marketing advantage you can’t afford to ignore. Why not take advantage of it?