Question

Topic: Advertising/PR

10th Anniverssary Promotion

Posted by Anonymous on 10/26/2009 at 6:47 PM ET 25 Points
My name is Kathy and I am the Outreach Coordinator for a large Ophthalmology practice in Western NY. (www.fichte.com). We have a 10th aniverssary in Nov and need a promotion to thank patients and drive new business in. We do LASIK surgery , cataract , ocular plastics and general surgery. We are a full svc Ophthalmology practrice . We do eye exams, diabetic and glaucoma management, Botox, pediatric exams and surgery . We see patients from pediatrics to geriatrics. We employe 65 people including 8 doctors. We have a beautiful optical dept where we sell glasses , frames, sunglasses and contsacts and it is a very good profit center. Any ideas????
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RESPONSES

  • Posted by marketbase on 10/26/2009 at 8:08 PM Member
    Consider:

    Jeepers creepers--get yourself some new peepers for the New Year or [during our 10th anniversary year]: __% off exams, surgery, lasik, glasses, frames, sunglasses, contacts [or any service/thing you want to give a discount for] for a limited time [state time].

    Also, consider collecting used eyeglasses for donation to a charitable cause duriing the 10th anniversary year--then do a press release for placement in local press w/photo of amount collected and with company partners holding a clearly labelled box containing donation to be sent off to the actual charity (perhaps staged at local post office, or other delivery co). Then, of course, mail it out.

    Best.
    jag
    MarketBase
  • Posted by Mandy Vavrinak on 10/27/2009 at 8:49 AM Accepted
    Kathy,

    Nice website, by the way. Did notice on the main Senior Eye Care page that the text link to the senioreyes web site (mentions click here to see...) isn't actually a link.

    Given the size of your practice and the diversity of patients you see, I would pick one area of the business to focus upon... you mention the optical centers are profit drivers, so that might be a good choice.
    Another might be LASIK or other laser surgery.
    You've been open 10 years. Find some customers who've been with you that long in the area of operations you choose.... someone who had laser surgery 10 years ago, or a family where you've outfitted their kids with glasses over 10 years' time.
    Build a campaign around "Seeing the future" or "A decade of clarity" and use quotes from your chosen customers about what a decade of seeing clearly or having quality eye care means. (You may need to help suggest things they can consider or think about to get good quotes/soundbites). Create short videos (under a minute each). Post them to YouTube, link to them from your Facebook page and your blog page on your web site.
    Run a contest to give some lucky winner (can be chosen at random or someone nominated as deserving by your customers) "a decade of clarity" or let them "see the future." Give away 10 years of eye care (specify what this is, exactly, in the fine print) or a LASIK procedure (etc.).
    Throw a big 'ole party for all your current customers (like an open house, but without the sales pitch part) and treat those who come to some door prizes: free frame certificates, free eye exam certificates, sunglasses, restaurant gift cards, plus food and drink etc)
    Do a press release on the Decade of Clarity / Seeing the Future give away/nomination. Post THAT on your FB page and your blog, too. :) A good PR firm should be able to help you make contact with morning news shows in your area.... covering someone who has vision problems and is going to get a Decade of Clarity would be a good story.
    Congratulations on 10 years, and best wishes!
    --
    Mandy
    Crossroads Communications, LLC
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