Eyecare Marketing through E-mail

Practically everyone has an e-mail address these days, but did you know the numerous potential benefits it can have for your eyecare marketing? If you’re just getting started and building your practice from the ground up, you might be surprised just how much e-mail can help. Used wisely, e-mail can help bring in loads of new patients and get your practice off on the right foot.

There are many ways to use e-mail for eyecare marketing, but the best are those that make things more convenient for you and your patients. Your e-mails might consist of newsletters, appointments reminders, e-coupons, or educational information. Bottom line: Your communications should benefit your patients, and they should anticipate receiving them.

Of course, building that list of patients when you’re just starting out can be a daunting task. Despite your good intentions and innovative ideas for eyecare marketing by e-mail, you still need a list of contacts to send the e-mail to. And without a patient base, where will the e-mails go?

What you don’t want to do is send random e-mails. If you send unsolicited e-mails to people who may or may not be interested, you won’t get the results you’re looking for. Plus, you’re on shaky ethical ground if you go this route. The CAN-SPAM Act of 2003 regulates bulk e-mail communications and closely monitors suspicious behavior—such as sending out unsolicited e-mail in bulk.

An alternative is to contact only those patients who opt in to your e-mail campaign. It’s not as difficult as you might think to expand your contact list for potential patients. Here are some suggestions to obtain legitimate patient leads to grow your practice:

Use e-mail to communicate regularly with your existing patients. They’ll like the convenience of e-mail and will feel comfortable asking questions and scheduling appointments over the internet. As existing patients, they’ll be the foundation of your new “word-of-mouth” eyecare marketing campaign.

Get your patients’ family and friends involved. When you’re sending e-mails to your current patients, include e-coupons that can be redeemed by their family members or friends. You’ll be surprised how many new patients this approach can bring through the door. Even during times of economic uncertainty, people need glasses!

Give them the chance to opt-in. Your website should give patients the ability to opt in to e-mail communications. Better yet, it should give them the incentive to do so. If you offer an interesting newsletter or other information that’s beneficial and interesting to your patients, they’ll be more likely to want to receive e-mail from you in the future.

“Brand” other marketing materials. Make sure your e-mail address is on your other marketing materials. This makes it easier for your patients to contact you when they need to. And once they’ve contacted you, the likelihood is high they’ll end up in your office.

Offer prizes. Really! If you publicize a contest with a great prize—a free pair of glasses or a year’s supply of contacts—and publicize that you’ll notify winners via email, you’ll be wowed at how many people sign up. You’ll also get contact information for potential patients who need your services.

Don’t forget one of the golden rules of eyecare marketing: Target locally. In other words, advertise to people in your area. The internet offers you the opportunity to advertise anywhere, technically, but there’s no point in advertising to Lee’s Summit, Missouri when your practice is in Vacaville, California.

Growing a practice isn’t easy, but e-mail can help. Follow the advice printed here and you’ll be well on your way to establishing a thriving practice.