Ophthalmology Marketing

This guide examines 14 unique ophthalmology marketing channels. We have divided this guide into 2 sections: digital marketing ideas and traditional marketing ideas – all with the goal to drive more patients to your ophthalmology practice!

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The Ultimate Guide to Ophthalmology Marketing

Whether you are just opening your ophthalmology practice, purchased an ophthalmology practice, or have been in business for generations, an effective ophthalmology marketing plan is crucial to your practice success. There are many ophthalmology marketing companies and strategies that can support your practice’s success, but many ophthalmologists don’t know where to start, what marketing channel is right for their practice, or how to measure the ROI of a successful marketing campaign. Your ophthalmology practice should consider incorporating both digital and traditional strategies into your ophthalmology office marketing plan.

The good news is you are reading this guide, full of ophthalmology marketing ideas, examples, and strategies, to help you succeed!

Digital Marketing for Ophthalmologists

Digital marketing is the practice of crafting a strong internet presence, this can be achieved with active social media pages, informative blogs, email campaigns, multimedia content (i.e. video, practice photos, Sight Selector Animations, etc.), accurate directory listings, and most importantly, your website. Online marketing and a strong internet presence for ophthalmology practice is crucial to generating new patients.

Effort Meter

Ophthalmology Website Design

Generating New Leads

Very Effective

Do It Yourself Option

Very Difficult

Typical Cost

$1,000 (predesigned) - $10,000+ (custom)

Ophthalmology Website Design Overview

WHY IT MATTERS

0%

of users' mistrust of a medical website is directly related to web design elements.

Your website, typically the most important marketing channel, and is where new patients make their first impression of your ophthalmology practice. You want to be sure to showcase your specialties and skills here that set you above other local ophthalmologists. Your website needs to work on all devices from phones to laptops, clearly convey your practice’s brand into the digital realm, and function frictionlessly to getting patients in touch with your practice. Great ophthalmology web design and ophthalmology website marketing is not enough, you also need reliable and fast ophthalmology web hosting.

We recommend working with an ophthalmology marketing company with a specialization in ophthalmology website design that has specific ophthalmology knowledge and expertise. You want an agency that understands different conversion strategies for your ophthalmology procedures (knowing what procedures help your practice be successful). There are many ophthalmology website design features you will want your agency to have experience with; procedure animations, ophthalmology blogging, and creating strong calls to action to get patients into your office.

Test if your ophthalmology site is mobile responsive.

Essential Ophthalmology Website Design Elements

  1. Mobile Responsive
  2. Clearly Branded
  3. Conversion Focused

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Ophthalmology Search Engine Optimization (SEO)

Generating New Leads

Very Effective

Do It Yourself Option

Very Difficult

Typical Cost

$500 - $5,000/month

Ophthalmology Search Engine Optimization (SEO)

WHY IT MATTERS

0%

of all traffic from the average Google search goes to search results on the first page.

It may seem obvious, but when searching, Google and Bing want searchers to feel their queries are answered completely and quickly. To do so, Google weighs various factors in determining if your website is relevant to the query, is trustworthy, and if it deserves to rank highly in organic search returns. The key is optimizing your vein clinic website so that you can rank highly for the procedures and treatments you specialize in.

How do you help this happen? Create and provide original content about your key procedures to your digital marketing firm. Your firm can then optimize this content to help your vein clinic rise in search returns. The best place to start is to think about your top five procedures and the top five most common questions you get from patients. Write these down, along with the top three benefits for each procedure, and pass them on to your firm.

Every search engine has one goal: provide users with the most relevant result as quickly as possible. Google looks at signals to determine if your website is relevant, trustworthy, and deserving of being ranked higher in search results. SEO for ophthalmology practices is the process of optimizing your website to appear for relevant search terms and procedures and in turn appearing higher in the search results.

5 Key Strategies to SEO Success

  1. Content Optimization
  2. Link Building
  3. Site Structure
  4. Local Directories
  5. Website Technology

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Ophthalmology Local Directory Listings

Generating New Leads

Effective

Do It Yourself Option

Very Difficult

Typical Cost

$50 – $250/month

Local Ophthalmology Directory Listings

WHY IT MATTERS

0%

of consumers who perform a local search ultimately visit a store within 5 miles of their current location.

Keeping your information consistent across hundreds of online directories is not a feasible use of your time or your employees’. Having accurate information ensures patients all receive the same business information name, phone, and address for your practice. Having consistent information across the web instills trust, helps bring patients into your ophthalmology practice, and is crucial to ophthalmology SEO marketing.

We recommend working with an ophthalmology marketing company because there are medical specific directories that should be optimized.

Ophthalmology Practice Information to Keep Accurate

  • Name
  • Address
  • Phone

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Ophthalmology Reputation Management

Generating New Leads

Effective

Do It Yourself Option

Very Difficult

Typical Cost

$300/month

Managing Reviews for Your Ophthalmology Practice

WHY IT MATTERS

0%

of consumers trust online reviews as much as personal recommendations.

Online reviews have become a crucial factor in the ophthalmology sales funnel. You need positive reviews to convert website users to patients. This is a typically patients’ first impression of your practice. You can respond to reviews and generate reviews from patients for free. Generating and responding to reviews needs to be a standardized routine in your ophthalmology practice’s front office. Many practices have realized how challenging it is to be vigilant enough to know when a new review comes in and requesting reviews is difficult without a clear process.

We recommend using a reputation management software that will alert you of new reviews and help generate reviews from happy patients. MyAdvice has review management software that also includes medical specific review sites.

Top Review Sources for Ophthalmologists

  • Google Business Profile
  • Facebook
  • Yelp

Effort Meter

Ophthalmology Social Media Marketing

Generating New Leads

Very Effective

Do It Yourself Option

Possible

Typical Cost

Free – $3,000/month

Social Media Marketing for Your Ophthalmology Practice

WHY IT MATTERS

0%

of people say social media affects their choice of doctor, hospital, or medical facility

Social Media has become a staple of every practice and is now embedded in the online user’s journey to becoming a patient. Social media can help instill trust and helps patients connect on a more personal level with their ophthalmologist. Ophthalmology social media can be time-consuming for practices to do well and it is worth considering having an agency supplement your posts to help your profile stay consistent and engaging. An active social media profile can help your practice stay top of mind with your current patients.

We recommend creating social media profiles and clearly defining a process to post personalized content/images consistently. While also working with an ophthalmology marketing agency that can help supplement your posts. This will ensure your social profiles are consistently posted to. Helping you stay top of mind while connecting with your patients on a more personal level.

Tips to improve your social media:

  • Consistency is key
  • Engage with your patients
  • Define your target demographics

Effort Meter

Ophthalmology Search Engine Marketing (SEM)

Generating New Leads

Very Effective

Do It Yourself Option

Very Difficult

Typical Cost

Recommended Min Budget: $750/mo. Market Dependent.

Ophthalmology Search Engine Marketing (SEM)

WHY IT MATTERS

0%

of people say paid search ads make it easier to find the information they are seeking on a website or a search engine.

According to Google, businesses make an average of $2 in revenue for every $1 they spend on AdWords.

Often referred to as PPC (pay-per-click) because you only pay when a user clicks on your ad and lands on your ophthalmology website. Advertising on search engines is an instantly impactful way to generate new patients as you are paying for traffic to your website. It is crucial you have robust content and a beautiful website to generate the best ROI from your SEM budget. There are different types of SEM ad types and each requires different strategies to optimize your ads to generate leads, we highly recommend using an ophthalmology marketing company to manage this strategy. The two most common search engine advertisements for an ophthalmology practice are text ads and display ads.

Prior to an SEM campaign you should implement an ophthalmology SEO strategy and have an optimized website to ensure your budget is efficient and your ad quality scores are high.

Recommended Ophthalmology PPC Budget

Optometry $750 - $1,000/month $1,000 - $1,500/month $1,500 - $3,000/month $3,000+/month
Ophthalmology $1,000 - $1,500/month $1,500 - $2,000/month $1,000 - $4,000/month $4,000+/month
SendInBlue Yes. 9,000 emails/month. $25+/month Very Easy Very Easy

Ad Quality Score Factors

  • Maximum bid amount
  • The click-through rate (CTR) of your ad
  • The relevance of each keyword to its ad group
  • Landing page quality and relevance
  • The relevance of your ad text
  • Your historical AdWords account performance and site engagement

Effort Meter

Ophthalmology Email Marketing

Generating New Leads

Somewhat Effective

Do It Yourself Option

Possible

Typical Cost

Free - $1,000/month

Email marketing for ophthalmology practices can be difficult to generate new patients because you will need the potential patient’s email. However, if coupled with a referral program, email marketing can greatly increase your new patients! If you pursue email marketing in-house there are two important factors to consider when choosing an email marketing platform for your ophthalmology practice: Ease of Use & Price. Many providers dictate price based on the frequency of emails and email list size, so you will want to consider how many emails you will be sending, both frequency and quantity.

Our typical recommendation for a practice is to aim for 1 email a month which includes: any monthly specials, referral program information, and helpful blog posts. You also want to be collecting email addresses in person in your office and have a connected form from your website to your email marketing software.

Top Email Marketing Benefits

  • Stay Top of Mind
  • Upsell More Expensive Procedures
  • Increase Referrals

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Ophthalmology Blogging

Generating New Leads

Very Effective

Do It Yourself Option

Possible

Typical Cost

Free - $500/month

Overview

Having an active blog comes with many benefits; an ophthalmology blog can drive traffic and new patients to your site, create content to share on social media or through your email marketing, and helps with your website’s SEO strategy. A blog enables you to consistently create content for existing patients and new patients. There is also the added benefit that even if you redesign your website you will always have your blog’s content! Many ophthalmologists opt to have an agency supplement their blogging content or hire a freelance writer. The most important aspects to any blog is that posts are consistently added, each blog post is focused on a single topic, and the blog needs to have tremendous value for the reader. Being an ophthalmologist you have a wealth of knowledge and sharing that knowledge helps; your authority as an ophthalmologist, drives more qualified traffic to your site, and helps users understand ophthalmology procedures, what they entail, and their benefits.

We recommend every ophthalmologist have an active blog, but because it can be time-consuming to keep updated you should explore using an ophthalmology marketing company to supplement your content. This will ensure your ophthalmology blog always has fresh content and gives you the flexibility to add your own blogs at your own pace!

Creating an Engaging Blog

  • Post Consistently
  • Choose Topics that will Resonate with Your Patients
  • Always Have a Call-To-Action

Traditional Ophthalmology Marketing

  • Generating New Patients: Effective
  • Do It Yourself: Very Difficult
  • Typical Cost:

    • Local TV: $200 - $1,500 per 30 second ad
    • Local Radio: $500 - $8,000 per week
    • Billboards: $500 - $20,000 per month
    • Regional Newspaper Ads: $700 to $15,000 for ¼ page ad
    • Mailers: $250 - $2,000 per 1,000 mailers

Traditional marketing is focused on getting in front of patients offline. These channels typically are pay to play and are outbound focused (patient didn’t seek out your marketing message) verse digital marketing channels which typically are focused on inbound leads (ophthalmology patients that are seeking a solution to their problem and come across your marketing message). At MyAdvice we realize there are benefits to traditional marketing so we have included tips, but inbound and digital marketing holds great potential for generating new patients. Web marketing for ophthalmologists is worth exploring for your ophthalmology practice.

Offline Ophthalmology Advertisements (TV, Radio, Billboards, Newspaper, & Mailers)

Traditional marketing can be a great way to reach new patients and can instantly impact your ophthalmology practice. However, you need to make sure you have a clear goal for each of these ads and have a set process to track the ROI for each marketing channel. You can track the effectiveness of each source with a specific landing page on your website or having a specific phone number leads can call. These channels are typically large investments and take months to measure the ROI and the value they generated for your practice. The prices listed above do not account for the creative production of the ads.

Traditional marketing is on the decline and becoming less effective, harder to prove its ROI, and you need to consider your digital marketing options.

Important Pricing Factors

  1. Circulation / Reach
  2. Demographics
  3. Impressions

Ophthalmology Business Development

  • Generating New Patients: Somewhat Effective
  • Do It Yourself: Possible
  • Typical Cost: Free

An ophthalmology partnership may sound strange as a small business, but you may leaving money on the table. If you are an optometrist and recommend your patients to a few other Cataract Surgeon this is a great opportunity to form a partnership for exclusive referrals and vice versa. But a partnership doesn’t need to be limited to fellow ophthalmologists, you should consider forming partnerships with local schools (offer free eye exams for the students), local newspapers (write a monthly article about how to take care of your eyes), or reach out to other local businesses for social media contest giveaways (free party at a bounce house)! Get your whole team together to come up with creative ophthalmology marketing ideas.

We recommend first defining your ideal patient and then brainstorming with your staff and ophthalmology marketing firm for creative ways to partner with complementary businesses to grow your practice. Having the whole office work on this project helps your whole staff become invested in the success of your practice.

4 keys to a great partnership:

  • Mutually Beneficial
  • Creates Value For your Patients
  • Both Parties Committed To Each Other’s Success
  • Clear Partnership Expectations

Ophthalmology Referral Program

  • Generating New Patients: Very Effective
  • Do It Yourself: Possible
  • Typical Cost: Free

Every medical provider in every specialty shares one common belief — referred patients are the best patients. They’ve already heard what an expert you are about venous and vascular problems. To encourage word-of-mouth marketing, your practice needs to develop a referral program. The benefits should go both ways. Maybe the existing patient who has referred the new patient will receive a gift card to a local spa (great cross-marketing possibilities) or tickets to a local sporting event. The referred patient could receive a discount on a spider vein treatment. A referral program is a great way to reward your best patients for spreading the word about your expertise.

4 Keys to a Great Referral Program

  • Easy to Understand
  • Well Trained Staff
  • Rewards for the Referee & Referrer
  • Automate an email to the Referee from a form on your site

Ophthalmology Offline Events (Open House)

  • Generating New Patients: Somewhat Effective
  • Do It Yourself: Possible
  • Typical Cost: $500 – $1,000/event

The most frequently mentioned factors when choosing a practice were the providers' competence (22%), the recommendation from someone known (21%), and the overall quality of the service provided (20%). Among the other factors mentioned were patience and respect. An open house is a great way to convey these values.

Planning an open house or event is a great way to create buzz for your practice’s grand opening, new location, an office remodel, or to give back to your loyal patients! You want to again consider your ideal customer, if you’re a pediatric ophthalmologist maybe renting a bounce house will be appreciated by your clients and potentially bring in new patients. You want to ensure there are activities, catered food, prizes, promotional branded material, and clear staff instructions for office tours.

We recommend trying to hold an open house at least once a year, this will help you learn from each year and patients can begin to expect the event each year!

3 tips for any event:

  • Determine Event Goals
  • Determine Event Budget
  • Promote on Social Media

Ophthalmology Community Building Events

  • Generating New Patients: Somewhat Effective
  • Do It Yourself: Possible
  • Typical Cost: $20-$1,000/month

IT’S ESTIMATED THAT POTENTIAL PATIENTS NEED TO SEE A BRAND 7 TIMES BEFORE THE MARKETING MESSAGE REGISTERS.

Community building is typically used for brand awareness and can be difficult to track its effectiveness on generating new patients but will help your practice become more recognizable. Many patients choose their ophthalmologist based on proximity so you want to ensure you are well known throughout your community. You most likely pursued ophthalmology to help people and continuing this passion into other areas of your community helps your brand, your staff camaraderie, and shows that you value your patients and your community. These are just a few ophthalmology marketing tips, but every community has their own unique opportunities.

4 great community events to sponsor

  • Local Races - Bonus if you and your staff participate
  • Local Food Drives - Reach out to patients to participate with your office
  • Local Sports - From Highschool to Minor League sports are affordable options
  • Service Projects - Reach out to local schools or churches and see if there are volunteer opportunities

Ophthalmology Speaking Engagements

  • Generating New Patients: Somewhat Effective
  • Do It Yourself: Possible
  • Typical Cost: Free

THE MOST MENTIONED FACTOR WHEN CHOOSING A MEDICAL PRACTICE WAS THE DOCTOR'S COMPETENCE (22%).

To convey your authority and expertise as an ophthalmologist is by showing your patients you continue your education and stay up with the latest ophthalmology trends by attending trade shows and other learning events. If you can speak at these trade shows be sure to take lots of photos to share on social media, in your newsletter, and on your website. This helps patients build trust as they see you stay current with the latest technology or are teaching fellow ophthalmologist as an expert in your field. This may not directly generate new patients but will help when potential patients are deciding between you and your competition.

Ophthalmology Speaking Engagement Options

  • Local Schools
  • Trade Shows
  • Chamber of Commerce

Contact us for a free online demo.

If you seek answers and help with the items listed above, you’re in the right place. We can help move your ophthalmology practice to the next level with our digital marketing services. For over 20 years, we’ve been building the healthcare industry’s most beautiful websites and optimizing them for search.

If you’re ready to speak with a knowledgeable marketing professional, we are pleased to offer a free online demo and consultation.

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Give us a call at 435.575.7470 or schedule a time below.