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 | 7/11/2019
COMMUNITY INVOLVEMENT IN YOUR PRACTICE MARKETING PLAN

A good marketing plan for your optometry practice should include opportunities to meet people in your community, face to face. Time spent engaging in the right kind of community involvement for the practice is a valuable investment in building your brand.

While promoting your practice can and should be included in some types of community involvement, there’s also real brand building power in contributing to a charitable endeavor simply by participating and meeting other like-minded people. An optometrist once shared his story with me regarding a time he’d participated in a dog walk-a-thon to raise money for the local humane society. He’d given his business card to a fellow participant during the dog walk, and was surprised when a year later, the gentleman showed up for his first eye exam with him with that business card in hand. The optometrist clearly made an impression and a connection simply by showing up and participating in that event.

That said, there are a few ways to be strategic about your community involvement.

Target market

Consider participating in events where you’ll be well-positioned to meet the people in your target market.

Young Families with Children: If you know you want to attract more young families with school-aged children to your practice, then consider their interests and what types of community events they’d attend and make it a point to get involved. For most practices, this will mean either participating in a town festival with attractions for children or large communities/subdivision events where these families live.

Adults 55+:  If you’re targeting older adults, say 55+, then consider approaching your local adult activity center or senior center to see how you can get involved with their activities. Most of the time, you can volunteer to assist at adult/senior activity centers and by spending time with them, you’ll be able to build relationships.

Common Interests

The optometrist who’d participated in the event to raise money for the local humane society is an animal lover, and he had the opportunity to meet others who share his interest to build a connection. What are your interests outside of optometry? Getting involved in groups which share your interests is a great way to build relationships in the community. If it’s local, you’ll most likely meet prospective patients. Group fitness classes at your local health club, church and running clubs are all ways to create relationships around a shared interest and build your brand.

Charitable Involvement

Getting involved in local charities will enable you to meet people face to face and build your local brand, so consider including local charitable events in your marketing plan. You can search online for local charities and events in your town or city and see that there’s ample opportunities for you to contribute – it’s a matter of choosing the one which moves you to get involved.

If you aren’t signed up for any event or haven’t developed opportunities for face to face interactions so far this year, it isn’t too late! Participating in even a one-day event can have real impact on your local brand. Consider getting involved in your community as an integral part of your marketing plan, and set aside some time to make it happen!

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
 
 

8/5/2022 | Author: 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: 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


4/4/2022 | Author: Jelissa Brooks

Expanding your staff is an exciting step in independent practice growth. If you’ve recently added a new OD to your practice, get the word out to your audience through social media!

Promoting a new associate OD through your social media channels is an effective strategy in... Read more


3/15/2022 | Author: Nathan Hayes

In case you haven’t noticed, the Consumer Price Index was up 7.5% in January, as compared to 2021. In short, this means that a basket of goods like food, energy, and other consumer goods cost 7.5% more in 2022 than the year before.

Practice owners feel the squeeze in multiple... Read more

© 2022 IDOC. All Rights Reserved