Email marketing is one of the best ways to grow your ophthalmology practice – but only if you take the time to ensure the database you use is clean and continually growing. Your ultimate goal for the new year should be to build a strong internal database of potential patients that really want to hear from your practice. This means deactivating emails that bounce back with bad addresses or those that have unsubscribed from your messaging. Continuing to reach out to those contacts will not only make them irritated, it will be marketing dollars wasted.
Send Messages That Speak to Them
When it comes to emails, the message matters. There are simply too many emails in people’s inboxes – your message must stand out from the clutter with something meaningful. If your practice wants to grow your LASIK business, for example, it doesn’t make sense to send a marketing email to one of your cataract patients – unless you are hoping to get a referral for a young adult grandchild. (This type of marketing message might be a stretch to get good results.)
Segmenting your database on patient age or other demographics will allow you to send content that will apply to the person on the receiving end. Savvy marketers will also be able to segment on where the prospect is in their buying cycle with your practice. For example, the person who has only just expressed interest in LASIK should receive a vastly different message from another person who has actually scheduled a free consultation.
New Year Cleaning
If you have a large database of recipients that you feel are completely out of date, it may be helpful to send one last message asking them if they would like to opt-out of your emails. This can start your new year off with a clean slate and make more room for fresh, qualified leads to take their place.
Grow Your Email List in 2019
There are many different ways to encourage people to opt-in to your email communications. Capture email address information when you offer these research resources on your website, social media, online ads, events, etc.:
- Free online self-evaluations
- Free online chat
- Free downloadable ebooks
- Downloadable infographics
- Online appointment scheduling
- Email newsletter sign-ups
- Social media contests or offers
- Website feedback forms
- Contact us forms
- Blog subscriptions
- Trade shows
- Educational seminar sign-ups
- Online webinar sign-ups
- Front desk at your office
These email capture programs should be running continually at your practice. The larger you can grow your internal email database, the easier it will be to nurture more leads into paying patients. Just keep in mind that it takes time for elective surgery leads to come around. In fact, the buying cycle can take up to 3 years for a person to finally decide to have an elective surgery like LASIK. Effective marketing through emails can help to keep these potential patients engaged with your practice so they choose you when they have decided the time is right.
If your business would like to learn more about effective ways to build a better patient database, please contact Fast Track Marketing’s Director of Business Development, Brandi Musgrave, at (303) 731-2634 or firstname.lastname@example.org to learn how we can help.