OPTICAL PRISM | FEATURE patient you most want to attract . These themes simplify the process of coming up with ideas of what to post , making life a little easier . Three great themes for ECPs could be : Patient Education : One week , this might be a screen time guide for kids ;
• Product Showcase : Perhaps a flattering shot of your eyewear selection ;
• Practice Feature : Like a “ meet our team ” profile of one of your staff .
Need help starting your account from scratch ? Check out the Ultimate Instagram Guide for Eye Care from Marketing4ECPs .
How to get new patients using Instagram
BY ZOEY DUNCAN , Marketing4ECPs
With one billion users checking their Instagram accounts at least monthly , it ’ s a safe bet your future patients are hanging out there . And that means you should be , too . An engaging Instagram account showcasing your particular approach to eye care can make a powerful first impression on potential patients . By nailing a few instagram fundamentals , you can attract new patients and stay top-of-mind with current ones .
Create Awesome Content Great posts are , of course , the core of an Instagram feed that attracts followers and therefore patients . Building a structured and realistic content calendar will make creating those quality posts a lot more straightforward . To start , post three times a week . Plan your posts a month ahead of time around three solid topics that reflect the interests of the type of
Find Your Voice Instagram is more of a conversation with friends than a brochure . Your caption text should aim for friendly and upbeat ( including an emoji from time to time ), but without undermining your professionalism
Know Your Audience If you ’ ve created a detailed persona for your target demographic as part of your broader marketing , you ’ ll know their interests , their buying habits and the ages of their children . Use this knowledge to guide your content creation . A millennial mom with young children may follow you for posts about myopia control and playground-proof glasses . On the other hand , a practice catering to older downtown office workers might post about high-end frames and digital eye strain .
Think Beyond the Mobile Experience Why not bring Instagram into your optical boutique ? Set up a selfie wall
32 OPTICAL PRISM | October 2021