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Reference
1. Goodman M. COVID-19's
Impact on SVOD in the U.S., U.K.,
and Germany. Strategy Analyt-
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yanalytics.com/access-services/
media-and-services/in-the-
home/tv-media-strategies/
tv-media-strategies/reports/
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on-svod-in-the-u.s.-u.k.-and-
germany.
Contact
Rabourn:
brabourn@medcgroup.com
directly from the experts. This is a time to estab-
lish your team as leaders in your community.
You should be giving them a face to put with
the name of your practice.
Stay savvy
Remember, these experiences and their related
marketing opportunities are just a few exam-
ples of what is possible. The idea here is to
help you reimagine how your marketing can
reach today's patients. Whether scenarios like
these represent only a short window of time
after which the world will return to "normal"
or if this is the new normal, your marketing
mindset must always be changing. Regardless
of duration, these changes—be it technological,
societal, or economic—will always offer oppor-
tunities for the savvy business that pays atten-
tion. Take time to think about your patients and
get creative with your approaches to marketing
in 2021. You may be amazed at the difference
it makes in your bottom line. If creativity is
not your strength, or you simply do not have
the time or resources in house to dedicate to
it, make delegation your strength. Seek out an
experienced marketing team that specializes in
creating medical content. Think of it as just one
more way in which you are keeping an eye on
your patients.
the same people who have grown used to order-
ing groceries online and selecting "contactless
delivery" in food apps over the last year.
Example #3: Pandemic panic
Whatever your personal feelings, the worry
associated with going out in public and either
getting or spreading COVID is perhaps one of
the most widespread and relatable experiences
of 2020 and 2021. Unfortunately, this increased
feeling of caution coincides with a doubled
cancellation/no-show rate in many ophthalmic
practices.
If patients are not showing up to appoint-
ments because of a fear of exposure, practices
can take this opportunity to ramp up their
digital marketing efforts to reassure them that
their facility is safe to visit. This may include
creating videos for Facebook and Instagram
of your doctors and staff explaining their new
policies and procedures or putting together
text and picture posts. Some eye doctors have
even taken to TikTok, where they entertain and
educate a younger portion of their patient base.
Whichever digital platforms you choose to focus
on, putting the doctors' faces and voices in front
of patients will be more impactful than only
putting an update on the website (though that
is also a crucial step in educating your patients).
Words are more reassuring when they come
