{"id":12434,"date":"2023-05-19T10:25:45","date_gmt":"2023-05-19T17:25:45","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12434"},"modified":"2024-01-11T11:18:16","modified_gmt":"2024-01-11T18:18:16","slug":"eye-care-advertising-strategies-for-optometrists","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/eye-care-advertising","title":{"rendered":"Eye Care Advertising Strategies for Optometrists"},"content":{"rendered":"

Looking through the rights lens is critical, and Team TEGNA is here to help you get answers to these questions, grow brand visibility, and increase in-person visits. Here is our complete guide to help optometrists advertise their eye care brand.<\/span><\/p>\n

\"Download<\/a><\/p>\n

An Overview of Optometry Advertising<\/b><\/h2>\n

TEGNA\u2019s new e-book,<\/span> Checking the Pulse of the Healthcare Consumer<\/span><\/a><\/em>,\u200b found that patients who postponed medical care due to the pandemic are eager to address their healthcare needs, spending significant time and money in the pursuit of wellness – and this includes addressing eye care. In fact, we\u2019re expecting a <\/span>13% increase in dental and vision care visits<\/b> in 2023.<\/span>\u00a0<\/span><\/p>\n

That means now is the time to ramp up marketing and advertising campaigns to attract new patients and position your business as the vital choice in quality care.<\/span><\/p>\n

Best Advertising Channels for Optometrists<\/b><\/h2>\n

Choosing the right advertising channel for your practice will depend on different factors. Who is your target audience, and what are their media preferences?<\/span> Creating persona profiles<\/span><\/a> and digging into the mindset of your target audience from insights gathered in<\/span> Checking the Pulse of the Healthcare Consumer<\/span><\/a><\/em> will also help determine the best way to generate new business and bring in new patients.<\/span><\/p>\n

However, as a national media company with 64 stations in 51 markets, we\u2019ve seen some channels perform better than others. They are:<\/span><\/p>\n

Local Television & News<\/b><\/h3>\n

While any good optometrist knows watching too much TV can cause eye strain and dry eyes, it\u2019s also the top medium for influencing a consumer\u2019s purchasing decisions.<\/span>\u00a0It\u2019s also a very affordable and economical option for optometrists. With the right creative message, <\/span>broadcast TV<\/span><\/a> campaigns will pay for themselves and then some, thanks to TV\u2019s wide reach and local relevance. In fact, local TV news is a critical source of health information and arbiter\u200b of trust for patients – it\u2019s where most consumers (55%) learn about the latest health information.<\/span><\/p>\n

Streaming<\/b><\/h3>\n

The way people view content \u2013 and the devices they consume it on \u2013 is rapidly changing. With \u201cthe new living room, lean-back experience,\u201d flexibility is key, as consumers want to watch quality programming and content at any time, anywhere, on any device, immediately, and with ease. <\/span>Streaming<\/span><\/a> also offers an extra layer of targeting and scale to capture audiences that can\u2019t be reached through linear alone. You can narrow your target audiences based on DMA or geography, from regions and states all the way down to ZIP codes, consumer trends such as interests, intenders, in-market shoppers, and more.<\/span><\/p>\n

Digital<\/b><\/h3>\n

Have you heard of the second-screen phenomena? It happens when TV and streaming viewers use their phones as a second screen to look up what they see on the bigger screen. For example, if a viewer sees a TV ad with a QR code, they\u2019ll pull out their phone to scan the code and learn more about that featured product or service. Therefore, having a<\/span> strong digital strategy<\/span><\/a> with pre-roll, banner ads, <\/span>retargeting<\/span><\/a>, and <\/span>native advertising<\/span><\/a> will act as a perfect complement to TV and streaming campaigns to extend reach, create brand awareness, increase website traffic, and generate more leads.<\/span><\/p>\n

KPIs for Eye Care Campaigns<\/b><\/h2>\n

Measures of successful ad campaigns are unique, just as your practice is unique in itself. However, a few universal metrics are used across industries to measure the effectiveness of a TV and streaming ad campaign. Ten popular Key Performance Indicators (KPIs) for broadcast, streaming, and digital campaigns include:<\/span><\/p>\n