DIRECT MARKETING

Your patient database is a rich source of extra business. These patients have already experienced your service so they are more likely to respond to communications from you.

One of the most effective marketing exercises you can do is to mail your database introducing additional products or services. To do this you will first need to segment your database into different groups - all direct mail letters should contain an offer or reason to visit your practice and this will depend on the sector you intend to target.

For instance younger contact lens wearers, or older spectacles wearers, would need different letters and different offers.

When you have decided on a target group you will need to develop your letter text. Here are a few tips:

• Check spelling of all names
• Sign by hand if possible
• Keep the overall style warm and friendly
• Keep letter to one side of A4 if possible
• Keep each paragraph fairly short
• Use a PS to strengthen the reason for your letter

If your letter contains an offer that is limited, make sure that there is a clear expiration date so that patients feel obliged to take action straight-away. With some letters it may be appropriate to include a product leaflet or extra information, and this can often help to improve response.

Having established the target, finalised the text and mailed the letters you will need to make sure everyone in the practice is aware of the activity so they are ready to handle the responses.

The final part of the activity is to monitor the effectiveness of the campaign. There are several ways to do this and each depends on the offer. Some simple measures would be: increased business compared to previous months; increased numbers of patients returning to your practice; or actual vouchers returned.

PUBLIC RELATIONS

One of the most effective ways to raise the profile of your practice is to get coverage of your practice in an article in your local newspaper. The benefit of this form of marketing, over an advertisement, is that it generally has more authority and influence. There are two ways you can do this:

1. Advertorial

More prevalent in free local papers, this is a marriage between advertisement and editorial. In exchange for the bought space the publication will give coverage that looks like editorial. When published it will be titled as an 'advertisement feature' so it does not have as much power as editorial, but the extra space gives you the opportunity to project a number of key points.

Advertorials are more common in free newspapers but your local newspaper will be able to talk you through the options available.

2. Editorial
To gain editorial coverage you'll either need to have an event with a photo opportunity where the press come to you or, more commonly, you will need to write an article and send it in to the relevant correspondent of your local newspaper. This is normally called a press release.

With editorial you cannot guarantee coverage, but to maximise your chance of success the most important thing is have good quality news stories accompanied by photographs. Here are a few ideas for stories to get you started:

• Appointment of new key staff
• New facilities
• Success and achievement, i.e. 10000 patient sight tests
• Local public events
• Charity and fund raising activities

To give your press release the best chance of being published, here are a few pointers:

• Newsworthy stories
• Good quality relevant photographs (these should be captioned to help with identification)
• Write succinct copy and get to the point quickly who / what / when / where.
• Write in clear English, with short sentences
• Avoid jargon
• Stick to the facts
• Give a name of a contact at the practice for further information
• Keep it short - one side of A4 is ideal

ADVERTISING

Local press advertising is a good way to reach large numbers of people, making it an attractive way of communicating with new patients.
Advertising can be expensive, so it is important to make sure that you are clear about what you want to achieve.

A good checklist would be:

• Who is the target?
• What do you want the reader to do or think having read the advertisement?
• What specific details must be included, i.e. coupon, telephone details, opening times?
• Budget limitations for production and media
• Other important factors such as seasonality and competitor activity

Advertising works best when it is designed to get across one clear message, so try not to do everything in one execution. Some of the most effective press advertising often just features one particular interesting or unusual aspect of a product or service, with the copy filling in the rest of the detail.

PATIENT LOYALTY

Now, more than ever, your patients' loyalty is under threat with many new competitors such as powerful supermarket chains entering the market.

To maintain and build patient loyalty you need to take away the reasons for patients to go elsewhere to look for a better deal. Here are three key patient loyalty building blocks:

• Communicate with your patient regularly
• Offer them products that allow you to sign them up for direct debit or standing orders
• See them regularly, and build relationships based on professional trust and service that are hard to break

These patient loyalty building blocks are unique to disposable contact lenses.

So it is not surprising to find that disposable contact lens patients are more loyal to your practice.

This opportunity is still relatively untapped - research shows that many more of your patients than you imagine are waiting for you to offer them contact lenses.

COPYWRITING ASSISTANT

If you've tried contact lenses in the past, or you know someone who has, read on - contact lenses have changed. There's an ACUVUE® lens to suit your particular needs perfectly and all have built-in protection from harmful UV radiation.

ACUVUE® OASYS™
Introducing ACUVUE® OASYS™ Contact Lenses with HYDRACLEAR™ Plus — A moist and smooth contact lens for people with eyes that feel dry.

1-DAY ACUVUE®
The daily disposable lens that offers the ultimate in eye health and convenience. Made mainly of water, ultra-thin 1-DAY ACUVUE® are unsurpassed for comfort, with no solutions or maintenance to worry about. They're hassle-free - you just wear fresh new lenses every day.

ACUVUE® ADVANCE™
ACUVUE® ADVANCE™ with HYDRACLEAR™ are the result of a revolutionary technology that delivers exceptional long-lasting comfort.

HYDRACLEAR™ is a remarkable, moisture-rich wetting agent that permeates the ACUVUE® ADVANCE™ contact lens, creating a unique silky, soft feel. Johnson & Johnson Vision Care’s proprietary HYDRACLEAR™ technology allows the ACUVUE® ADVANCE™ to have the fit and feel of a hydrogel in combination with the increased oxygen transmissibility of silicone.*

ACUVUE® 2
Another perfect introduction to contact lenses. It has an advanced smooth edge lens design that allows for exceptional comfort and holds its shape on your finger, making putting them in really easy. Fresh new lenses every 2 weeks - to help maintain optimal vision and comfort.

ACUVUE® TORIC
If you thought you could never wear contact lenses to correct your astigmatism, think again. ACUVUE® TORIC has a revolutionary design that actually adapts to the unique shape of your eye - it's a soft disposable lens that gives you exceptional wearing comfort, convenience and vision quality, the ultra-thin design also allows more oxygen to your eye than any other disposable contact lens for astigmatism.

ACUVUE® BIFOCAL

The ACUVUE® BIFOCAL lens is ideal for people who want to recapture the chance to see near and far in all directions and a perfect alternative to bifocal glasses. Comfortable right from the start and much easier to wear than you might imagine.