EyeWorld is the official news magazine of the American Society of Cataract & Refractive Surgery.
Issue link: https://digital.eyeworld.org/i/996695
ophthalmic business continued on page 10 more reliable strategy for those look- ing to grow. Using this two-pronged approach, ophthalmic businesses al- ways have a backup method for bring- ing in patients. If marketing returns take a temporary dip, referrals keep patient numbers steady. If referrals are low, marketing efforts fill the gap. Who should tell your story Telling the story of a brand through marketing and advertising is only effective when done right. It is a complex process and one that takes a significant amount of time, plan- ning, creative power, and industry knowledge to achieve. That is why it is so important to select your brand building team carefully. An ophthal- mic business needs people who un- derstand how to build and implement a marketing strategy that utilizes the allocated marketing dollars most effectively. The marketing teams most qualified to achieve this for an ophthalmic business are those that are both familiar with the ophthalmic industry and staffed by a full-service creative team. Experienced ophthalmic storytellers Almost everyone has heard the saying "write about what you know." The idea is that people can sense and deeply appreciate when an author is being authentic. It is a precept that applies perfectly to ophthalmic marketing. The most effective brands tell authentic stories. For ophthalmic businesses, that authenticity comes from a brand builder who truly knows the industry—and that is not an easy feat. It takes years of immersion to un- derstand the ins and outs of ophthal- mic marketing, including: • The differences among ophthal- mology, optometry, and optical care • The medical terminology, including at least a rudimentary understand- ing of how the eye works • The trigger words, colors, and images that can inadvertently cause negative consumer reactions • The different marketing segments (e.g., LASIK, cataract surgery, con- tact lenses, pediatric, etc.) whose consumers each require a unique marketing message • The specific way the ophthalmic consumer thinks and the vari- ous stages they go through when researching and buying an eye care product or service Anyone within the eye care industry knows that these are only the basics. For a specialty with a focus on such a small part of the body, it requires a vast and varied knowledge base to accurately and effectively market it. Typically, those in charge of over- seeing marketing within an ophthal- mic practice or ASC are preoccupied July 2018 • Ophthalmology Business 9