How to Create a Successful Back-to-School Campaign for Your Eye Care Practice

Back-to-school is a busy time for everyone, but it’s also a great opportunity for eye care professionals to reach new patients and remind existing patients about the importance of eye health and the impact of vision on learning. By creating a well-planned and executed back-to-school campaign, you can increase your patient base (even in a saturated marketplace), boost your revenue, and help ensure that your patients have the best possible vision for the school year ahead.

What to Include in Your Back-to-School Campaign

Some of the most important elements include:

Campaign Goal: What is the goal of your campaign? To increase the number of patients who schedule an eye exam before the start of the school year? Or perhaps to gain community awareness or to become a KOL (key opinion leader) in your school district?

Target Audience: This can be parents of school-aged children or it might be teachers or school admin.

Campaign Message: Your messaging should remain consistent throughout your campaign. One example would be: Healthy vision is essential for success in school. A comprehensive eye exam can detect vision problems that could be affecting your child’s learning, and it can also help to identify any underlying health conditions. Schedule an eye exam today to ensure that your child has the best possible vision for the school year.

Campaign Timeline: Your campaign should run anywhere from 4-8 weeks, beginning a month or two before school starts and ending after school begins. This will give parents plenty of time to schedule an eye exam before the start of the school year.

Campaign Budget: The cost of the campaign will vary depending on the tactics that you use. You may need to spend money on advertising or if you pay someone to create ads and social media posts.

Campaign Evaluation: The success of the campaign can be measured by the number of patients who schedule an eye exam. You can track the number of appointments by using your practice management system.

Campaign Tactics

A marketing tactic is a specific action you will take to execute your campaign. Some ideas might be:

Incentives: Try offering incentives to students and their families to make an appointment. This is a great way to get new patients into your practice and to make sure that your existing patients have up-to-date eye exams. This can be a freebie, discount, or service.

Email marketing: Send an email to parents of school-aged children reminding them of the importance of back-to-school eye exams. Include information about the benefits of eye exams, as well as a link to schedule an appointment.

Social media marketing: Post on social media about the importance of back-to-school eye exams. Use eye-catching images and videos to capture attention or link to an interesting article that parents can relate to, and be sure to include a call to action that encourages people to schedule an appointment.

Print advertising: Place ads in local newspapers and magazines that target parents of school-aged children. The ads should highlight the importance of back-to-school eye exams and include a call to action that encourages people to schedule an appointment.

Direct mail: Send out direct mail pieces to parents. The pieces should include information about the importance of back-to-school eye exams, as well as a coupon code for a discount or incentive.

How to Promote Your Back-to-School Campaign

Once you’ve created your back-to-school campaign, you need to promote it so that people know about it. Some of the best ways to promote your campaign include:

    Your website: Make sure to include information about your back-to-school campaign on your website. This will make it easy for potential patients to find out about your offers and to schedule an appointment. This can easily be done with a pop-up or banner on your website.

    Social media: Use social media to promote your back-to-school campaign. Share posts about your offers, education, and promotions on your social media channels. You can boost these with as little as $1/day to your target zip codes so more people see them. If you want to go deeper, you can create an ad campaign targeted to your demographic and location.

    Email marketing: Send out an email blast to your email list about your back-to-school campaign. This is a great way to reach out to existing patients and to remind them about your offers. Consider offering an incentive for people that share your information with others.

    Direct mail: Send out direct mail pieces to your community about your back-to-school campaign. This is a great way to reach new potential patients. Try adding a promotion that encourages them to make an appointment and to bring in the mailer for a free product or service.

    School and community events: Visit local schools or volunteer at a community event to talk to students and their families about the importance of eye health and vision care. This is a great way to get the word out about your back-to-school campaign and to generate interest in your practice. You can provide a free eye screening at the event to demonstrate the need for eye exams.

    FAQs

    Q: What is the best time to start planning a back-to-school campaign?

    A: The best time to start planning a back-to-school campaign is in the spring. This will give you plenty of time to develop your campaign, promote it, and get ready for the influx of patients.

    Q: What are some common mistakes that eye care professionals make when planning a back-to-school campaign?

    A: Some common mistakes that eye care professionals make when planning a back-to-school campaign include:

    • Not starting planning early enough.
    • Not promoting their campaign effectively.
    • Not offering incentives.
    • Not providing enough education about the importance of eye health and vision care.

    Q: How can I track the success of my back-to-school campaign?

    A: There are a number of ways to track the success of your back-to-school campaign. Some of the most common ways to track success include:

    • Tracking the number of new patients who schedule appointments.
    • Tracking the number of patients who purchase eyewear or contact lenses.
    • Tracking the number of patients who share information about your campaign on social media.
    • Tracking the number of patients who leave positive reviews about your practice.

    Conclusion

    By following these tips, you can create a successful back-to-school campaign that will help you increase your patient base, boost your revenue, and help ensure that your patients have the best possible vision for the school year ahead.

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    The Latest and Greatest Eyewear Trends for 2023

    As eyewear becomes more fashionable than ever before, it’s important to stay up-to-date with the latest eyewear trends. From classic shapes to futuristic designs, this year promises to be a great one for eyewear fashion. Whether your patients are looking for blue light protection, UV protection, progressive lenses or digital eye strain relief, there is a lens and frame combination that will suit your their needs perfectly. Read on to explore some of the top eyewear trends for 2023 and learn how personalized lenses can make eyewear functional as well as fashionable.

    The eyewear trends for 2023 emphasize a modern yet timeless look that will give your patients the confidence they need for any occasion. From classic shapes to eyeglasses featuring the latest technology, eyecare professionals have plenty of eyewear options to choose from. The eyewear scene of 2023 It’s going to be an unforgettable with trendy and fashion-forward designs that are being seen on the runway and among celebrities. From vibrant frames to sporty glasses, here’s what you can expect: Racer frames, oversized glasses, prescription sunglasses, eco-friendly eyewear, and tinted frames will all make a huge splash this year!

    Sporty frames

    With the dawn of a new year comes a slew of stylish, eye-protective eyewear that are perfect for any active lifestyle. Whether they’re hitting the trails on their mountain bike or playing catch with friends at the park – protecting their eyes is essential and athletic frames make it easy to do so in style! 2023 will be no exception; expect to see these sporty and functional frames continue trending throughout the whole year.

    Oversized frames

    The fashion world of 2023 is bringing back the 1970s in an inclusive and dramatic way. Oversized frames with sleek wire, neutral tones, and soft hued lenses are making a comeback – creating geometric silhouettes that demand attention. Not to mention plastic varieties are being included as well! This maximalist look brings balance into fashion for everyone while also taking us on a trip down memory lane.

    Prescription sunglasses and photochromics

    Outdoor vision can remain crystal clear while radiating style with the right pair of prescription sunglasses. Most sunglasses can be fitted with prescription lenses. And, if they’d rather not keep two sets of glasses, ZEISS PhotoFusion X offers the latest photochromic technology which changes rapidly from dark to light and back again. With several lens shades and hues available, ZEISS PhotoFusion X truly is a wonderful choice for all lifestyles.

    Eco-friendly eyewear

    2023 will be the year for sustainable living, and eyeglass frames are just one of the popular items to embrace this trend. Manufacturers are rapidly transitioning from traditional materials to more environmentally conscious alternatives. Not only frames, but lens companies like ZEISS are making progress in reducing their carbon footprints too. In this regard, ZEISS lenses and ZEISS Sunlens represent some of the most sustainable lens options on the market.

    Tinted lenses

    It may come as a surprise, but there is real science that proves tinted lenses have mood-enhancing properties. Studies have indicated that colored lenses can reduce stress levels and improve concentration. Just like infrared sauna therapy, each color offers different benefits to the wearer. Uncovering this well-hidden secret could be just what you need for an extra boost in your day!

    Whatever color you can dream up, your ZEISS lab is your best partner to help you make it a reality.

    If you’re looking to add a unique, vibrant accessory into your wardrobe in 2023, look no further than retro-styled tinted lenses! We’ve seen trendsetters rock reds, oranges and yellows recently; consider pairing metal frames with these for an especially bold touch.

    Personalized lenses

    Forget about just focusing on the eyeglass frame; it’s time to make sure your lenses are as practical as they are stylish. No matter if you’re frequently staring at computer screens and need blue light protection, or outdoors requiring UV protection– there is definitely a personalized lens out there perfect for both how you spend most of your days and tailored specifically to meet all of your vision needs. Make certain that when it comes to choosing an eyewear option, comfort, convenience and personalization are high on your list.

    2023 eyewear trends are all about customization and personalization. Whether it’s oversized frames, prescription sunglasses, eco-friendly eyewear or tinted lenses – the options for how to express yourself through eyeglasses is endless! With personalized lenses offering a variety of benefits such as blue light protection and UV protection, you can be sure that your eyewear will not only look stylish but also keep your eyes safe from any potential harm. So if you’re looking to make a fashion statement in 2023 while protecting your vision at the same time, make an appointment to visit an eye care professional.

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    Patients Care What You Wear

    As eye care professionals, you know that the type of eyewear and lenses you choose for yourself matters to your patients. They’re more likely to trust your recommendations if they can see that you practice what you preach. That’s why it’s important for you to share with your patients what type of eyewear and lenses you choose for yourself and your family and friends. Patients will appreciate the transparency, and they’ll be more likely to buy from you.

    The eyewear you choose matters to your patients

    Eye care professionals are themselves the most influential part of a patient’s consideration when choosing eyewear, with over 80% of patients saying that they would be very likely or somewhat likely to buy self-tinting lenses if their doctor recommended or wore them.

    Patients want to see that you care about your own vision, and they’ll be more likely to buy from you if they know that you’re wearing the same type of lenses that you’re recommending to them.

    So don’t be afraid to share with your patients what type of eyewear and lenses you choose for yourself. It will only improve your relationship with them, and they’ll be more likely to buy from you as a result.

    The numbers speak for themselves

    We conducted a recent poll of 300 patients and 99 eye care professionals in every state of the United States. The majority of the consumers, 50%, are current self-tinting wearers, whereas the other half wear clear lenses. The questions were based on self-tinting lenses.

    When eye care professionals were asked how they rank the various characteristics of self-tinting lenses, the majority of respondents said that speed-to-clear is the most important attribute. This was followed closely by outdoor darkness level and speed to darken.

    There were no significant distinctions in feature preference between the US regions. Additionally, consumers and eye care professionals had the same level of priority in self-tinting lens features.

    When it comes to patients there are different challenges

    Consumers who are unlikely to buy self-tinting glasses are mostly opposed due to a lack of necessity, a preference for a separate pair of sunglasses for outdoors and the notion that they are too costly.

    For patients concerned about the lenses taking too long to clear, ECPs can recommend the ZEISS PhotoFusion X Pro Grey and Pro Brown colors.  These Pro colors are specifically design to clear up quickly.  In fact, they are up to 4.5 x faster to clear than the most common photochromic*.

    Eye care professionals play an important role in the decision-making process for patients when it comes to choosing self-tinting lenses. Patients trust the opinion of their eye care professional, and are far more likely to buy self-tinting lenses if their doctor recommends or wears them.

    Do you want to sell more photochromics in your practice?

    The #1 tool ECPs have is to have their staff wear the product & show them to patients.

    Eye care professionals that wear self-tinting lenses have much higher sales (30%+) vs. those that don’t (10-20%).  Patients will often times ask about the product you’re recommending and want to know more. This creates a great opportunity for you to upsell them on the benefits of self-tinting lenses.

    Most of the time patients come into your office not sure what type of lenses they need. They might not even be aware of the different types of self-tinting lenses that are available. This is where you can play a vital role in the decision-making process.

    You have a lot of influence

    As an eye care professional, you have a lot of influence over what type of lenses your patients choose. Patients trust your opinion and are more likely to buy self-tinting lenses if you recommend or wear them yourself.

    According to recent research, 89% of eyeglasses users continue to purchase photochromics after their first purchase. ECPs were responsible for all 100% of these wearers being recommended photochromic lenses.

    Don’t be scared. The most significant step you can take is to put them on and recommend them. It will make a substantial difference, according to research.

    This applies to more than just photochromics

    Patients want to know what you and your staff choose for yourself, and they are anxious to learn more. Progressive lenses, sunglasses, and even blue light protection are all matters of personal choice. So tell them what you’re wearing. Patients will have greater trust in you as a result of this, which will improve sales.

    To find out more about becoming a ZEISS customer, please click here.

    To find an eye doctor near you please visit www.zeiss.com/FindAnEyeDr

    *Testing by independent testing laboratory in USA in 2021-22 according to requirement in ISO 8980-3.  Based on the average speed (%T/min) of fadeback from fully activated state to the interpolated time to 80%T at 23C in 1.50 index  HC only form (CR607 version of comparison brand).

    5 Eyewear Trends for 2022: Matching the Right Frames and Lenses to your Patients’ Needs

    The eyewear industry has seen a lot of changes over the past few years, and it seems like 2022 will be no different. So let’s take a look at what eyeglass frames and eyeglass lenses are popular in 2022! The eyewear trends that you should keep an eye out for are: rimless eyeglasses, cat-eye frames, wrap-around sunglasses, marbled eyewear, and geometric frames.

    Eyeglass frame and lens combinations to keep an eye on this year.

    Rimless eyeglasses with titanium frames

    Perfect for patients who want a sophisticated and modern look, without the distraction of frames on their face. Rimless eyeglasses also tend to be very lightweight, which is great if they wear glasses all day long. Titanium is incredibly durable and can withstand a lot of wear and tear, making them perfect for people who are hard on their eyewear.

    For the finest style and vision combination, combine it with ZEISS SmartLife progressive or single vision lenses.

    Cat-eye frames with blue light blocking lenses

    Cat-eye frames are making a comeback in 2022, and it didn’t hurt that they looked fabulous on Cruella. They’re perfect for people who want a retro look. Cat-eye eyeglasses are also very flattering on most face shapes.

    If your patients are like the rest of the world, they’re probably staring at a computer or phone for most of their day. For a fashionable and healthy pair of glasses, add blue-light blocking lenses to their cat-eye sunglasses. ZEISS BlueGuard Lenses block blue light with less unsightly blue glare.

    Wrap-around Sunglasses

    If your patients are looking for eyewear that can protect their eyes from the sun’s harmful UV rays, wrap-around sunglasses are the way to go. Besides being stylish, as seen here in the Matrix, they provide more UV protection for the sides of their face and also shield their eyes from wind and debris.

    Luxury, style, and vision come together in this exquisite pair of prescription sunglasses when paired with a high-quality pair of sun lenses that provide 100% UV protection, scratch resistance, and anti-glare coating.

    Marbled eyewear with self-tinting lenses

    If your patients are looking for eyeglass frames that are uniquely theirs, check out marbled eyeglasses like these. They come in a variety of colors and can be customized to any preference. If you want to add some color or dimension to the eyeglasses, these unique glasses should definitely be on your radar!

    These glasses can be used in a wide range of light conditions, thanks to the addition of self-tinting lenses like these, without sacrificing style.

    Geometric frames with digital lenses

    The 70s-inspired frame shapes, like these, with a hipster twist are back in style. They come in a variety of shapes and sizes, such as rounds, rectangles, ovals, and squares, so you can find the perfect pair for any face shape and style.

    Digital lenses are designed for patients in the 25-45 age range who frequently use their mobile phones and tablets. Designed for all-day wear, digital lenses are ideal for patients who are constantly on their phones or computers. They help to reduce eye strain and fatigue by providing a wide, clear distance zone with a comfortable near zone for stress-free viewing of digital screens.

    Find the pair that works best for you

    So, which eyeglass frame and lens combination will you reach for in 2022? Whichever you decide, make sure that it provides the best protection and style for your patients’ individual needs. Additionally, all of the lenses should include sunglass-level UV protection, which all clear ZEISS lenses have.

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