How to Reach (and Retain) More Patients with an Opticanal Marketing Strategy
“The optichannel marketing campaign built trust…and direct mail increased leads by 205%”
Marketing can be energy intensive, especially with so many digital options available today. So, are you abandoning paper postcards, letters and newsletters altogether? The answer for your practice may be optical channel marketing.
Omnichannel Marketing vs Opticchannel Marketing
Omnichannel marketing shines a light on a particular aspect of your business – a sale or a service. The same advertisement or the same message is then used on all channels: Google, Facebook, Instagram, etc. A potential customer who doesn’t need a particular sale may not pay attention to your advertisements.
Optichannel marketing takes a closer look at matching message and content with the potential patient and channel. A younger customer may identify with one brand and message, and an older person will be attracted to another type of message, segmenting your audience.
Build your toolkit to reach patients
You see many ages and types of individuals in your practice, each requiring services for different reasons related to age, health, or personal goals. Targeting the right message to the right groups can help you grow your business.
Here are some ways to achieve this:
Look local. How do you get your message across to the community? If you haven’t gotten involved in the local scene and aren’t connecting with other local business owners, you’re missing out on potential customers. Create ads to run in community and business groups, delivering your personal message that you’re part of their community and offer services they can count on. Stop by and introduce yourself to local business owners or create a direct mail campaign with targeted postcards. Don’t assume you have a presence that can’t be improved. Local businesses can help each other through referrals and interactions.
Go on stage. Videos and podcasts have become a popular way to advertise services on social media, so jump into the pool. Record short one-minute videos that give quick advice or relevant information. Make it fun, and it may start to trend. With Optichannel marketing, you can target specific audiences with your videos by considering their needs. How can your practice help students? What’s the number one question you hear from the 50+ industry? Share some tips for better health or highlight a patient’s success story (with their permission), and your clients will share the video and recommend your services to others.
Be fit to print. Print marketing is still alive and relevant, especially when you combine it with online marketing. Digital marketing can be exhausting and eye-straining, and annoying pop-up ads can kill that future customer. Direct mail and other methods of print advertising are still valid and remain popular with certain segments. A study by the Association of National Advertisers found that letter-sized direct mail had the highest yield of any media type in 2020. But it can have a great relationship with your digital advertisements, by including QR codes and website or email information in print. Also, don’t forget to use press releases for your events, office announcements, or sales.
Bring them into your funnel
Once you’ve reached a customer, think about the next steps they’ll take as part of your opticanal experience to make them available to you via your email newsletter, website, social media, text messages, etc. A larger example is a campaign by MB Financial out of Chicago, which realized it was not reaching out to local customers, and designed a local optichannel campaign.
“The campaign ran advertisements in print, radio and digital media across the region with four messages: MB Financial offers the personal attention you want, the banking services you need, business advice you can use and business relationships you wouldn’t expect,” André Chandra wrote for Brand United. “These ads set the stage, but the real converting element was a localized direct mail campaign in which local branch managers spoke directly to the small business owners they served… The postcards were tailored to the area of business of each branch. They featured professional photos of the branch manager, a personal message and an invitation to call their direct phone numbers. There was also an offer to get up to $550 in bonus money for opening an account and/or line of credit. The Optichannel campaign built confidence in MB Financial’s commitment to the banking needs of small businesses, and direct mail generated a 205% increase in leads.
While such a massive campaign might not be within your means, try to mix it up with your marketing and try your luck with an optichannel marketing experience off the beaten path. You never know how many new patients will see your efforts.