OPTICAL PRISM | FEATURE
sarily spending money . But a little bit of a budget can really help put your message in front of the right people . Search ads , display ads , social media ads and other types of digital advertising are a great way to reach a specific subset of people in your area .
For example , you could run a display campaign that targets moms aged 25-50 .
Many types of digital ads are pay per click , so they only cost you money when someone actually clicks on them .
REACH OUT TO POTENTIAL REFERRAL SOURCES
Sometimes , teachers , coaches , child care providers and other professionals actually spend more time with a child than their parents do . These professionals may notice signs of myopia in a child before parents , so it ' s absolutely critical that they understand the importance of this discovery and the stakes if the child doesn ' t receive the right treatment .
If you educate adults who work with children about myopia and myopia control , those professionals can keep an eye out for symptoms and say something to parents if they see something .
Start by drafting a letter introducing yourself and your practice . Then you can explain a little bit about myopia , how it progresses and why slowing down progression is so important .
Finally , you can briefly mention that your practice offers myopia control and you would be happy to see any patients they send your way . You may even want to include a brochure or some kind of printed collateral with more details about myopia control and your practice .
Mail this letter to any of the professionals that you think might find value in it . There ' s a chance that they may refer patients to you when they see the opportunity arise .
GET THE WORD OUT
The whole point of myopia control and other specialty services is to help people . But you can ' t do that unless people know you ' re available to help . Investing time and effort into marketing specialty services like myopia control won ' t just help you grow your practice ; it could potentially change someone ' s life . OP
Kaia Pankhurst is the content strategy manager of Marketing4ECPs , where she leads a growing team of writers . In her time at Marketing4ECPs , Kaia has created and implemented custom content strategies for eye care professionals all over North America .