Eyeworld

108 | EYEWORLD | MARCH 2021 P RACTICE MANAGEMENT by William Rabourn Jr. About the author William Rabourn Jr. Managing Principal and Consultant Medical Consulting Group Springfield, Missouri W hat are some of the most relat- able experiences we all face in 2021? How could being able to identify them benefit your practice? Though it may seem irrelevant to someone neck deep in the day- to-day operations of an ophthalmic business, understanding patients' everyday behavior can significantly affect your ability to market your practice, grow your patient base, and increase revenue. Understanding the modern experience means you respond faster to change, utilizing new, quickly evolving technology and spotting opportunities within hardships. In the last year, we have all heard the phrase "finding a new normal" as we attempt to cope and adjust to the COVID-19 pandemic. In many ways, we are still redefining that new normal. However, there are certainly some new relatable expe- riences that have developed as a result of the pandemic, some of which present new market- ing opportunities. Developing a 2021 medical marketing strategy that is designed to meet the needs of patients in the COVID-19 era requires a change of mindset. Place yourself in patients' shoes, start identifying relatable 2021 experiences, and convert those into profitable marketing oppor- tunities, as well as chances to improve patient care. To help jumpstart your new mentality, here are three examples of modern relatable experiences and just a few of the many potential marketing opportunities surrounding them. Example #1: Stuck inside and online One experience shared across the globe lately is a dramatic increase in the amount of time we devote to video streaming. Even before we were stuck at home, many people were glued to a smartphone or some other kind of screen. Among the many entertainment options avail- able to us through our devices, video streaming has been and still is popular. We do this over many different platforms. Some people visit YouTube; others prefer subscription video-on-de- mand (SVOD) services such as Netflix, Amazon Prime, and Disney+, to name a few. Since the pandemic, many of us have pushed the boundaries of how much video and screen time we can stand. For example, accord- ing to an analysis of 21 leading global SVOD services by Strategy Analytics, global subscrip- tions reached nearly 770M in Q3 2020, up 39% year over year. 1 How does this increase in video streaming present marketing opportunities for your prac- tice? If you are not already placing ads within YouTube videos and SVOD services, now may be a great time to learn more about these options. Reach your audience directly in their living room while bypassing traditional TV providers that control media distribution. Example #2: Waiting in cars at appointments Another new, now relatable experience could be that of patients waiting in their car to be called in to their appointment, or their drivers remain- ing in the car for the duration of the visit. While this may have been more common earlier on in the pandemic, waiting in the car is still a com- mon social distancing procedure in 2021. One way to use marketing to turn this new norm into an opportunity could be to inves- tigate how automated patient text messages could improve your patient flow and experi- ence. For example, some practices have used this technology to inform those waiting outside for ambulatory surgical patients that the pro- cedure is complete, and the patient will be out soon. "Isn't this just improving internal opera- tions?" "Is this really related to marketing?" Yes, but in a less direct way compared to the first scenario. Improving your patient experience is one way to cultivate a patient-focused brand. Building your brand is a marketing effort. While we are on the topic of automated text messages, how are you reminding patients of appointments and promotions? Do they have the option to receive text reminders and up- dates from your practice? Updating your com- munication methods may be one way to show patients your practice is sensitive to their needs and trustworthy as a brand, especially since the patients you are communicating with may be 2021 medical marketing: The mindset practices need to attract COVID-era patients

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