Episode 2: Leveraging Reengagement Campaigns in Ophthalmology

Want to grow your ophthalmology practice volume? Leverage your hidden assets — the leads you’ve generated since you started your business — advises Troy Cole, head coach and creator of the E3 Conversion System, a training program focused on improving the lead-to-consultation and consultation-to-surgery conversion rates in refractive surgery practices.

“Despite what’s going on in the marketplace, despite what’s going on in the economy, you’ve got assets that you can take and you can put to work for you,” he asserts.

In this on-demand webinar, "Leverage Reengagement Campaigns," Cole and Michael King, founder of Clinic Marketing System — a training program designed to help unlock elective healthcare practice potential — focus on effective reengagement campaigns and the power of personalized communication. See how reconnecting with past leads, using webinars as a marketing tool and mastering the follow-up can create loyal ophthalmology patients — and spark interest in new procedures.

Reconnecting With Past Leads

If you’re wondering where to find the hidden assets in your practice, King says you already have two groups of leads: (01:55)

1. People who expressed interest in an ophthalmology procedure but didn’t schedule a consultation
2. People who came in for a consultation but didn’t move forward with the procedure

He recommends starting your reengagement campaign with the second group because they’re further along the patient journey — and, therefore, further down the buying cycle. (02:10)

One of the best ways to reengage these patient leads, according to King? Two-way text. (02:22) Try this sample script: (02:47)

“Hey Jane, you came in for consultation a little while back, but you didn’t move forward with the procedure. We have our best savings of the year (or whatever it may be). Would you like the details?”

If the person says yes, have them schedule a five- to 10-minute phone call in which your team communicates your current offer. This human-to-human conversation is key, says King. (03:10)

“If you just give them the information ... many people won’t take action,” he explains. “But if you can connect with that person and have a conversation and find out where they’re at, that can be really, really fruitful for you.”

Using Webinars as an Ophthalmology Marketing Tool

Webinars are another high-leverage tool to use in your reengagement campaigns, says Cole. And they’re a great way to convert both groups of leads, adds King.

Here’s why: (07:49)

• They can increase awareness. You can use a webinar to talk about your practice’s approach to modern vision correction and educate people about the various procedures you perform, explains King.
• They take a one-to-many approach. While consults involve a one-to-one meeting between doctor and patient, webinars enable your practice to educate many people at once, notes Cole.
• They can be cost-effective. It doesn’t cost a lot to put on a webinar, says King. You don’t even have to advertise it; he suggests putting a banner on your website 10 days before the event.
• They can build trust. King recommends doing FAQ-style webinars so people can hear about relevant ophthalmology care directly from the ophthalmologist.
• They are reusable. Once you build the presentation, the landing page and all the assets you need for the webinar, you can reuse the system again and again with minor tweaks, says Cole.

Mastering the Follow-Up

After the webinar, try King’s tips for following up with prospects: (10:18)

• Send people an invitation to schedule a consultation for the procedure.
• Offer incentives for taking action — for example, you might offer a savings incentive if, within 24 to 48 hours of the webinar, they schedule a future consultation.
• Send a recording of the webinar to everyone who registered (even those who didn’t attend).

Boosting Patient Engagement

If you want to leverage your unconverted leads, reengagement campaigns and webinars are great ways to do it, says Cole. Not only can outreach be beneficial for your ophthalmology practice, but prospective patients also stand to benefit.

“You might be in their inbox at the very moment ... that they dropped their last contact lens in the toilet — the very day that they thought, ‘I’m so sick of these things,’” says Cole. “And then you’re right there with your follow-up, and they’re appreciative of it.”

Watch the full webinar for more ophthalmology marketing insight, including:

• Why your texting should be geared toward conversations, not conversions (4:20)
• The optimal day and time to host a webinar (9:38)
• How to reengage past patients and increase your ophthalmology procedure volume (14:18)

Learn More: Watch the rest of our entire five-part "Eyes on the Prize" video series for winning strategies to help your ophthalmology practice thrive.

A Patient Financing Solution for Ophthalmologists

Cost may be a barrier to care for many of your current and prospective ophthalmology patients. You can help them manage the cost of the care they want or need by offering the CareCredit credit card as a financing solution. CareCredit allows patients to pay for their eye exams, LASIK, surgeries and other treatments over time while helping to enhance the payments process for your practice.

When you accept CareCredit, patients can see if they prequalify with no impact to their credit score, and those who apply, if approved, can take advantage of special financing on qualifying purchases.* Additionally, you will be paid directly within two business days.

Learn more about the CareCredit credit card as a patient financing solution for your ophthalmology practice or start the provider enrollment process by filling out this form.

Author Bio

Robyn Tellefsen is a freelance writer and editor with more than 20 years of experience covering health and wellness, finance and more. Her work has appeared on sites such as LoopNet, Beachside Rehab, First Horizon Bank, SoFi, A Place for Mom, American Express, Chase and more.

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