11 Apr Ophthalmology Marketing Agency
A Look Through The Lens Of An Ophthalmology Marketing Agency
An often-neglected niche of marketing is ophthalmology marketing. People think that because, in essence, it is a mark of something negative; i.e. poor eyesight, that it can’t be marketed. What a load of rubbish! Some of the objectively coolest people on this planet, both past and present, have lived their life with glass discs in front of their eyes. We’re talking Meryl Streep, Steve Jobs, Buddy Holly and Stanley Tucci. These are but a few of the greats to have adorned the specs in recent times.
What with a burgeoning private ophthalmology sector, the opportunity for marketing has never been so great. You certainly want to capitalise on the plentiful opportunities before the market starts to saturate itself. The team here at VerriBerri, an ophthalmology marketing agency, wanted to show you how to best market your products and services. In this blog, you’ll find out what it takes to secure absolute clarity when it comes to your marketing.
There’s Lots Of Marketing To Be Getting On With
Social media, SEO and PR are the main avenues of marketing which you should be looking to utilise as an optician or private ophthalmologist. There are many benefits to all three. Even better is that they all lend themselves well to the ophthalmology sector. How? Let us explain in more detail:
SEO: Search Engine Optimisation (SEO). This is the process by which you optimise your website’s content so it ranks on a search engine’s result page (SERP). The thing with ophthalmology, and why it’s so ripe for SEO targeting; is that it’s quite a niche industry (in terms of marketing, at least). This means with a relatively small amount of SEO work, you’ll find that your business ranks higher and higher on Google (and other search engines). SEO work involves blog writing, image compression, improving link equity and various other technical processes.
Social Media. What with so many fun ‘filters’ out there on apps such as Snapchat and Instagram, the ophthalmology sector provides genuinely useful filters in the shape of lenses and they should be seen on major social media platforms. Social media account managers can take your accounts (or set them up if you haven’t got any) and post tailored, bespoke content consistently. Just like with a workout plan, or trying to master an instrument, when it comes to growing a social media following, consistency is paramount.
PR: If you offer something unusual within the ophthalmology sector, then you should be blowing your own trumpet! It’s not arrogant, its paying you the respect and attention that you deserve. If you offer an upmarket Lasik treatment, for example, then you need people to read or hear about it. A PR team will secure articles in leading industry publications to give you the kind of clout that you need.
The best approach is to combine all three of these into one neat package that covers all your needs. And whilst there are other marketing alternatives available to you; we wholeheartedly believe that it is the balancing of these three which provide the best ROI.
Get Clever With Your Marketing
Whilst we’re not advocating you wage an all-out pun offensive here, but there’s no denying that the ophthalmology sector brings with it plentiful marketing opportunities in terms of clever visual campaigns and witty slogans. An ophthalmology marketing agency’s eyes light up when they see a new client walk through the door because that presents them with the opportunity to brainstorm.
Bragging rights are often shared between the content and PR departments; with regards to who comes up with the better marketing campaign ideas. One thing is for certain with a marketing agency; you can bet your bottom dollar that those ideas do get thought up. Often it is the clients themselves who come up with that killer idea, because they live and breathe their service, our job often ends up just being a case of shepherding you to those killer taglines, for example!
Tailor Your Marketing Approach To Suit You
The services you offer should inform how you present and market yourself. What do we mean by this? Well, let’s take an example. Say your laser-eye surgery is renowned across the locale, you deliver trusted and proven results and clients are amazed at the difference it makes to their lives. In this example, you should lean heavily into client testimonials. Incorporate quotes into custom-designed graphics and offer detailed blogs on the complexities of laser eye surgery (which will help show off just how impressive your establishment is).
If, on the other hand, your main focus is selling glasses, then work on your social media following and brand recognition. Get people tagging you in their stories wearing your specs, make the most of deals, offers and incentives – glasses are notoriously pricey pieces of equipment, so any deal on them is going to turn heads.
The take-home point is that no two establishments are the same. Even those that offer the same services will have crucial differences between them. Be that pricing structures, values, services offered, it doesn’t matter. What matters is that the marketing plan you adopt is right for your establishment, and no one else’s.
Just like people will always need funeral directors, a significant swathe of the public will also always need ophthalmologists – the more glamorous of the two professions we hasten to add! You should be getting on top of this now as the majority of the privatised elements of the ophthalmology sector simply don’t utilise marketing strategies in the way that they could or should. Simply put, they’re missing a trick. So, if you’d like to learn more about our ophthalmology marketing agency, then get in touch! Contact VerriBerri today on 01376 386 850 for a friendly, non-obligation chat with one of our team. We’d be really interested to sit down, have a chat and look at where we can take you in the future!