The Client
We worked with a family-owned opticians, covering two practices in the East Midlands, for 18 months. The practice has a great reputation in its communities and prides itself on exceptional customer service. The husband and wife team are the principal optometrists in practice, spending the majority of their working life in the consulting room, and had little time to spend on marketing their business.
While they had their marketing channels in place – a new website, Facebook and Twitter accounts and a patient newsletter – they were not making the most of any of them. The content was a little random and disjointed and very much about clinical conditions.
The Strategy
In order to appeal to an affluent, slightly younger patient, we wanted to highlight the beautiful designer frames they stock. We also wanted to use human stories from patients and staff, many of whom are long serving and well known to the patients.
Over the time we worked with them, we introduced campaign planning. Jenny planned themes in advance with the practice teams to link to new products and key dates. We then created website copy and images, and took the campaign onto social media, into the patient newsletter and into the practice windows. I also booked print advertisements, working with frame manufacturers where they agreed to pay for the promotion.
We ran campaigns around Valentine’s Day, the introduction of a new sunglasses brand, children’s eye health and to coincide with National Eye Health Week.
The Results
In 18 months we doubled the amount of time visitors spent on the website and increased Twitter followers by 50% and Facebook followers by 35%. The practice was in the top web search results for many of its designer brands and a greater percentage of new patients said they had come to the practice because they saw the website or were attracted by the window displays.
If we can help your practice please contact us.
