IT ADVISER

Have you met QR code marketing?

With the right demographic, it’s a potential boon for ophthalmologists.

By Joe Dysart

Ophthalmologists with a patient base that skews toward ‘hipper,’ generally younger tech users — people who like to stay on the edge of what’s happening digitally — should take a serious look at QR code marketing.

“If the QR code sends the patient to a page of discounts for procedures or the optical shop, or to a sign-up page for the practice’s newsletter, then a QR code can be very handy,” says Kathleen Fealy, president, KF Multimedia & Web, a web design and marketing firm based in Pearl River, N.Y.

WHAT IS A QR CODE?

Most of us have come across a QR (quick reach) code in our travels. It’s that framed square of hieroglyphic-like symbols that we flip to in a magazine, which triggers our smartphones to reveal a company website when scanned.

Or it’s on that advertisement we see at an airport or train station that conjures up an electronic coupon on our tablets when scanned, which we can use at a coffee shop, often only steps away.

WHO IS USING THEM?

These days, 21% of smartphone owners say they’ve scanned a QR code, with 2% saying they scan them at least once a day, according to a 2013 study by Edison Research/Arbitron.

Not surprisingly, Millennials — 25-34 year-olds — are more likely to use QR codes than any other age group, according to the study, with 18-24 year-olds coming in second.

AFFORDABLE, ACCESSIBLE

One of the major positives with QR codes is that you can generate them for free using special websites. Keep in mind, though, that you generally don’t get sophisticated analytics on how your QR codes are being used, or if they’re effective, with the free service providers.

Another QR advantage: Many computerized devices come equipped with QR-code reading software. Google’s mobile Android system includes a QR code reader on many models using its software, and Nokia’s phones also have a reader built-in.

And while iPhone users need to download a QR code reader, dozens of apps are available they can install for free.

MAYBE NOT THE RIGHT ANSWER FOR YOU?

The downside of QR codes for ophthalmologists? Some only work with proprietary reading software, which needs to be specially downloaded for that particular QR code. Can you count on patients to do that?

Plus, QR codes are facing competition from newer technologies, designed to download content to smartphones at a faster rate. Allow me to introduce you to:

• Blippar (https://blippar.com/en/) enables users to quickly pull info, entertainment, offers and augmented-reality 3D experiences from markers that plant a Blippar code in newspapers, magazines and other printed materials.

• Touchcode (http://www.touchcode.de) also offers an invisible electronic code, which can be integrated into printed materials, and trigger a smartphone to instantly play audio, video or relevant text content once scanned.

• Layar (https://www.layar.com/products/creator/) also enables an ophthalmologist to code a piece of printed material to instantly generate audio, video or text scanned by a smartphone.

HOLDING ON TO ITS EDGE

Even so, QR codes have some advantages over many of the newer technologies. For instance, the QR code has a visible presence on a surface. With Touchcode, the scannable code is invisible, presenting its own problems for alerting the viewer that a scanning capability is present on printed material.

Novel applications of QR marketing already in use:

• Calendar events: Print a QR code on the back of a ticket or invitation, and the code will add that event to the calendar software on a smartphone.

• Business card advertising: Print a QR code on the back of your business card and it will bring people to your website, web video, or other digital marketing experience when scanned.

• Auto-mapping: Add a QR code to any piece of printed material and it will auto-map directions from where your potential customer is standing directly to your business.

• Call Me Now: QR codes can be programmed to trigger a phone call to your ophthalmology business from the smartphone scanning your code.

• Online reviews: “The use of QR Codes to drive happy patients to the Review Sites can be an important tool to increase the number of positive reviews you receive,” says Dan Goldstein, president, Page 1 Solutions (www.Page1Solutions.com), a web marketing firm that does work for ophthalmologists. “Putting the QR Codes on a poster or in a picture frame on the reception desk, with a request to ‘Share your experience’ makes it easy for happy patients to post reviews right in your reception area.”

Interesting places to print a QR code: T-shirt, blanket, drink bottle, hat, belt buckle, ring, keychain, building, mug, wrapped cookie, bag, human being or temporary tattoo. The way your practice decides to leverage QR codes is really only limited by the imagination of your marketing staff.

If you plan to try QR code marketing, make sure the website you’re driving people to is optimized for a smartphone. “The only way a customer will read your QR Code is with a mobile device,” says Claudio Schapsis, chief georilla officer, Georillas (www.georillas.com) a location-based marketing firm.

Also provide a clear ‘call-to-action’ to the user once you get him to your website. Ask the user to buy something, sign-up for something, or otherwise engage with your business in some way.

“I’ve seen QR Codes that direct you to the home page of a brand or a business,” Mr. Schapsis says. “Once there, I’m often not sure what they want me to do. Only provide a QR Code if you plan on immediately giving value, or expect to get a Quick Response from your customer.”

Judd Wheeler, co-founder, the Mobile Tulsa Group (http://about.me/Judd.Wheeler) emphasizes that you must know why you are using the code. “QR codes are a tactic,” he explains. “There is a greater strategy behind why you are using QR codes.”

Plus, make sure your QR code works on all major devices. Identify someone on your team as the tester, Anna Pfeiffer, a strategist at marketing agency Bronto (www.bronto.com), advises. “Then assign someone else the same task — having some redundancy is never a bad thing when it comes to possibly wasting dollars on a botched campaign,” Ms. Pfeiffer says.

Finally, to measure the efficacy of your QR marketing campaign, use analytics. Many QR Code generators offer them. Most are paid services and you will need to relay your campaign URL embedded in the QR Code to be on a proprietary short code. OM

Joe Dysart is an Internet speaker and business consultant based in Manhattan. Voice: (646) 233-4089. E-mail: joe@joedysart.com. Web: www.joedysart.com.