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Smart Digital Marketing for Local Eye Care Practice

Here’s a comprehensive look at how we helped a local eye care practice achieve their strategic growth goals by executing a smart – and cost-effective – digital marketing strategy:

The Client:

Offering patient eye care through state-of-the-art technology, experienced, board-certified ophthalmologists, surgeons and optometrists, and a dedicated and caring staff, Eye Care & Vision Associates (ECVA) is a recognized leader in cataract and lasik surgery, eye exams, diabetic eye care, glaucoma management and medical retina treatment.

The Challenges:

ECVA needed to increase appointments in all four of their locations, while promoting the new eye specialists who joined their team. The local print ads, TV spots and radio ad campaigns they ran on their own didn’t deliver the results they needed, so they partnered with BARQAR in March 2019 to help them achieve their strategic growth goals.

Implementation:

After discussing ECVA’s challenges and clarifying their objectives, BARQAR’s experts put together a cost-effective, multi-tiered digital marketing to blanket their market – generating awareness, while increasing their visibility and new appointments.

The program includes:

  • Website search engine optimization (SEO) to attract more people searching for eye care, but unaware of ECVA.
  • Social media marketing campaigns targeting key audiences: individuals most susceptible to eye issues; mothers more likely to make health decisions for their families; and individuals living near their four locations (geo-fenced social ad campaigns are executed for this group).
    • Posts include a mix of “meet the doctor” posts to introduce provider, as well as social sharing of blog content.
    • Paid Facebook ads are used to grow their online following and promote ECVA’s offices.
    • COVID response strategy. We put together a comprehensive social campaign to help educate patients on the steps ECVA took to ensure their health and safety during the pandemic.
  • Search engine marketing. We use Google PPC to promote locations for users searching for eye care on Google. Remarketing campaigns are also used to stay top-of-mind with new and existing patients.
  • Blogging around ECVA’s key services and eye concerns. Each post tackles a specific problem faced by patients and is SEO-optimized to attract local traffic from patients searching for solutions.
  • Reputation management services to build trust with their market by encouraging online reviews, highlighting positive testimonials on social media, and improving search rankings.
  • As new providers join the ECVA team, we create and publish a press release, blog post, social media posts and Google PPC ads to generate new appointments.

Here are a few examples of the types of social posts and PPC ads we create:

Results:

More visibility. More traffic. More followers. More glowing reviews. A comprehensive digital marketing and PR strategy has generated amazing results for ECVA:

  • Social media following continues to grow steadily (65% increase in Facebook followers in 2020).
  • Traffic from social media to the website increased by more than 50%.
  • New website visitors are up nearly 30%, and overall web traffic is up by 27%.
  • Facebook posts are seeing 1,000+ impressions daily!
  • PPC ads generate tens of thousands of impressions – and 16% of users navigate to service pages for more information.
  • Reputation Management has generated more than 500 4- and 5-star reviews to date (current rating is 4.9 out of 5 stars).
  • The total number of keywords that ECVA ranks for nearly doubled. These keywords are how people find the customer on Google when looking for these services.

Want results like these?

Whether your goal is to build your practice or simply to increase engagement with current patients, BARQAR is the perfect partner. We offer smart marketing services for physician practices and other healthcare organizations. From email marketing to website development, digital marketing, creative services and more, we can help. Let’s start a conversation about growing your practice today.

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