Take advantage of this powerful tool to drive traffic to your ophthalmology practice website.

For many, the concept of email marketing can be quite overwhelming. Gathering email addresses, auto-sending mass emails and keeping it all organized are just a few of the tasks that can seem intimidating.

Surprisingly, once you get the hang of it, email marketing can be a simple and effective way to connect with patients and grow your ophthalmology private practice. Email marketing is a powerful tool that can help your practice reach new patients and strengthen relationships with existing ones.

In today’s digital age, many people rely on email as their primary form of communication. In fact, as reported by OptinMonster, “One of the biggest benefits of using email to communicate with your customers is that nearly everyone uses email. In fact, 92% of online adults use email, with 61% using it on an average day.”

Therefore, your likelihood of successfully connecting with your ophthalmology patients through email is quite high. From sending appointment reminders to promoting new services and products, email marketing is a cost-effective way to stay in touch with your clients and generate more attention.

With the right tools and strategies, you can create and send professional-looking emails that will help you stay in touch with your patients and steer prospects toward the end-goal of booking an appointment. Here are the basic strategies for how to begin email marketing.

GATHER EMAIL ADDRESSES

Without email addresses, there is no email marketing. So, the first step is to begin gathering the email addresses of your new and existing patients. Throughout your time interacting with patients, there are many opportunities to gather their email addresses.

The top ways to collect patient email addresses include:

• Set up an “Address Capture” on your site’s homepage.
• Request emails when patients sign in for an appointment.
• Ask for an email when they confirm their appointment.
• Ask for an email on new patient forms.
• Offer an email opt-in on the bills you mail to patients.

UTILIZE AN EMAIL MARKETING PROGRAM

Once you have a base list of emails, you can use programs such as Mailchimp, AWeber and Constant Contact. These programs can run anywhere between a free trial or $13 a month up to $350 per month depending on how many emails you have gathered. Many consider these systems an investment as they are designed to help you with almost all aspects of email marketing, including navigating email template creation, list management, automation and analytics, among many other essential tasks.

GENERATE EMAIL MARKETING IDEAS

Now that you’re up and running, what types of emails are you going to send? Here are a few email marketing ideas for ophthalmology practices:

• Welcome messages. Greet new patients by sending them a “welcome” email either before or after their first appointment.
• Office updates. Let new and existing patients know about your office hour changes, holiday closings or any other information they may need to know before their next appointment.
• New staff announcements. Did you get a new staff member in the office? Let your patients know about it! These messages will create a positive perception of your ophthalmology office.
• Routine newsletters. Send your patients valuable information regarding your field, including frequently asked questions on topics such as cataract surgery, LASIK and glaucoma treatments. By educating your patients, you will be showcasing your expertise while building trust in your abilities.
• New blog announcement. If your ophthalmology practice doesn’t have a blog attached to its website, you’re missing out on organic flow to your website. Aim to post on your blog at least one to two times a month, and let your patients know about the new content through email announcements.

The ways in which you can reach out to your patients through email are truly endless. Start utilizing email marketing to nourish a positive relationship with your patients and stay at the forefront of their minds. OM

Richard Zimbalist, OD, FAAO, is owner of Ignite Medical, a medical digital marketing agency (ignitemedicalco.com ), and COMO Web Designs (comowebdesigns.com ).

NATHAN ABRAHAM, MD, is owner of Abraham Eye Center (abrahameye.com ).