Blog
Blog
 
 
 
 
 
 
 
 
 
 
 
Blog
IDOC actively shares industry-focused articles, blog posts, podcasts, videos and other thought leadership with our members and other optometric practitioners. Below, you will find links to our growing library of educational materials and multi-media assets written and created by IDOC's team of seasoned industry experts.
Maddie Langston | 8/21/2019
BACK TO SCHOOL MARKETING TIPS FOR OPTOMETRISTS

Back to school season is a busy time for families, but we know an eye exam for their children should be a priority on the list of things to do. As a marketing consultant for optometrists in private practice, the topic of back to school marketing and promotions comes up in conversations with practice owners and office managers in early to mid-July and continues through the end of September. I know it’s an important time for practices in areas with many families with school age children, so I’d like to share some tips.

Timing

Many school systems in the United States have shorter summers now, with some school systems going back to school as early as the first week of August. Families barely have time to breathe after vacations before it’s time to take those first day of school pictures of kids sporting backpacks and first day of school outfits. Follow the local school district(s) calendars and realize that August is a good time to promote the importance of eye exams for children on Facebook and in email campaigns, but you may not see the appointments set until September or even October because of busy family schedules, so continue to promote back to school eye exams even in October.

Eye Care Themes

An eye care theme for the month of August is Children’s Eye Health and Safety, so you have the perfect opportunity to share your expertise around children’s eye health on social media with your local audience, your customized messages on hold recordings and in any print marketing.  The eye care theme for September is Sports Eye Safety awareness, and many school aged children are ramping up in their fall sports season so again, a great opportunity to promote eye exams for children in all your practice marketing channels.

Product Promotions and Pricing

My friend and colleague at IDOC, Pat Basile, CT LO, ABOC, NCLEC recommends package pricing to keep things simple for your patients. An example of back to school package pricing: One frame (Up to a specific retail price) and lenses (single vision, polycarbonate) for $99.00 / 2 pair for $179.00.  In her experience, parents preferred this offer to a “buy one get one free” promotion if they were only purchasing one pair of glasses, although it’s always a good idea to promote second pairs, sports goggles and sunglasses.

Customer Service Tips

It’s important to provide excellent turnaround time for glasses, especially if a family visits you before the school year begins because they want their child in their new glasses for the first day of school.  Be sure to follow up with mom and/or dad on the day of the exam to make sure their annual exams have been scheduled, too, while they’re physically in the office and it’s top of mind for them. Encourage the parents to try on glasses and sunglasses during their visit – it makes the whole experience more fun for the family and makes the child/children there for an exam feel more at ease.

Summary

This is an important season in an optometry practice which serves families. Know when the kids go back to school in your practice area, and plan on talking about children’s eye health and the importance of eye exams on social media, email and any other marketing channels from late July through October to accommodate your busy patients’ hectic schedules during the back to school season.  

Maddie Langston

Learn More on Practice Marketing: https://blog.idoc.net/tag/marketing

Maddie Langston
Associate Director, Marketing Services
Maddie Langston brings extensive experience in marketing and sales administration and has developed strategies and platforms to drive sales for organizations in the fitness and business services industries. Most recently, Maddie developed marketing programs for a national network of independently owned auto repair service centers. This is where she developed her passion for partnering with small business owners to help them compete with franchises and big box retail chains. Maddie earned a Bachelor of Arts degree from Liberty University. She is excited to be a part of the IDOC team, and to help you utilize marketing to brand your practice, retain patients, and drive new patients to you.
 LinkedIn
Trending Blogs
 
 

9/9/2022 | Author: Maddie Langston

 

If you are looking to increase the number of new patients at your practice, then your marketing strategy should include working on how to get noticed in local online search results. One powerful way to increase your visibility in local search is to optimize and maintain the... Read more


8/22/2022 | Author: Kelsey Garcia

So you created a Facebook and Instagram account for your practice, but now what? Coming up with post ideas can be overwhelming and can quickly leave your creative “well” feeling dry. By categorizing your posts into three main buckets, you can easily streamline the brainstorming... Read more


8/5/2022 | Author: Dr. Steve Vargo

As I type this, the news is dominated by concerns over the economy, including unease around inflation and a looming recession. This has practice owners understandably concerned and asking, “What should I expect, and how can I prepare?”

I’m not an economist, and I... Read more


7/22/2022 | Author: Nathan Hayes

Do you worry that your staff aren’t consistently doing the little things in your practice? Do you lose sleep because you just ‘don’t know’ what’s happening outside your lane?  Do you struggle to find the time to oversee things?

Let me suggest that... Read more


7/15/2022 | Author: Amy Alvarez

I think I would be hard pressed to find an independent practice owner who doesn’t understand the power that marketing has on their ability to attract patients to their practice. Keeping patients, new and existing, visiting the practice is an important part of a successful... Read more


7/8/2022 | Author: Lana Greene

I have never spoken to a practice with a zero patient-owned-frame (POF) percentage. I encourage practices to strive for less than 25% POF percentage at a minimum, and less than 15% for the best-in-class. You may see a slight increase year-over-year, which will happen when you sell quality... Read more


5/19/2022 | Author: Dr. Steve Vargo

As research for launching a new service called IDOC Specialty Services, I interviewed several industry experts of various specialties. At the end of each call, I asked everyone the same question: “What prevents more ODs from succeeding with a specialty?”

Their answers were insightful.... Read more


5/3/2022 | Author: Amy Alvarez

The pandemic has caused many changes in private practice, affecting everything from the way we see our patients to what we expect from our employees. Although some of these changes serve us well, others may feel like a barrier. While attendance issues are not new... Read more


4/15/2022 | Author: Lana Greene

Do you ever wonder if the same amount of effort goes into selling eyeglass frames vs. selling lenses and treatment options? I certainly do. Speaking from experience as an optician, I remember always being so excited when new lens technology was released. I couldn’t wait to fit our... Read more


4/8/2022 | Author: Steven Festa

Alright, I will come clean on something very few people knew about outside my family.  I’m OK with sharing this with the world now as it helps prove a point about the importance of being present in local searches.

Ever since COVID started, my wonderful wife had started... Read more

© 2022 IDOC. All Rights Reserved