Client Success Story: How Humanizing a Practice Resulted in 200+ Facebook Likes

So often elective surgery practices focus on getting more patients through their doors, forgetting that people today want to connect on a higher level with the service providers they choose. Victoria Eye Center (VEC) in Victoria, Texas, has recognized that it is important in today’s market to identify with patients in an honest, humanizing way. For the past three years they have run a special promotion to thank the first responders in their communities.

The Eyes on Our Heroes campaign was extremely successful this year. The campaign is designed to give free LASIK to three first responders who post the most touching stories on their Facebook page about why they deserve free LASIK. Dozens of firefighters, police officers and EMTs submitted their stories which were narrowed down to six by the VEC staff and posted for a public vote. This year VEC received several submissions for the same individual: Deputy Martin. Although he did not receive the most votes, the staff was so moved by his peers’ messages that Dr. George Boozalis and the staff at VEC decided to do a surprise 4th winner for the Eyes on Our Heroescampaign.

This campaign is a great example of connecting with prospective patients in an engaging and educational way vs. the traditional sales message. It shows Victoria residents that the practice is an active part of the community, giving back to those who really make a difference every day.

With the help of Fast Track Marketing, VEC gained exceptional local media coverage this year. Our team coordinated social media and traditional marketing efforts to get the word out to local media through:

  • Press releases
  • Facebook posts with local TV and radio stations such as Crossroads and KIXS, KTXN and KLUB
  • Twitter posts with local news reporters at Crossroads
  • YouTube videos to add an additional layer of interactivity

Twitter was integral in communicating with the local news anchors. This medium allowed our staff to spread the word about the event multiple times a week, asking local news celebrities for their support of this worthwhile campaign. This was another aspect of the “human” touch…and it worked. Our Twitter posts got re-tweeted again and again, resulting in several media interviews with the doctors before the event and interviews with the winners the day of their surgeries.

Four radio stations also got involved, with three of those posting multiple blogs on their websites (including front page mentions). An ABC news station posted the story on their website.

As a result of our efforts, the practice’s Facebook “likes” increased by over 200.

Fast Track Marketing can help your practice design new ways to humanize your practice – and ultimately increase leads. Contact Brandi Musgrave to start the discussion: 303-447-9192 or brandi@fast-trackmarketing.com.

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