Business Improvement Series | Week 4 EOYHF - Campaign FAQs
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Ordered your EOYHF direct mail?
Create an effective End of Year Health Fund campaign by promoting the optical extras message outside the four walls of your practice.
When it comes to effective EOYHF marketing, we recommend beginning now with direct marketing, to kick off your multi-channel campaign.
Need help finding answers?
With EOYHF letters, SMS and Emails now live on ProMarket, we will take you through our ProMarket Frequently Asked Questions.
We’ve created a list of EOYHF campaign FAQs for your reference.
Q: Why should I consider sending letters?
A: Direct mail marketing is a great opportunity to retain existing patients and these are the top three reasons:
- Return On Investment. Practices that featured print heavily in their previous EOYHF marketing achieved a greater increase in retail sales growth, particularly when 1000+ communications were sent.
- Cut-through. Think about your inbox vs your mailbox. Your personalised print communication is likely to stand out as there is less clutter in the mailbox.
- Reach. Print marketing has a longer lifespan and is likely to be read by more than one person in the household.
Q: I am intending to send letters. When should I send these?
A: This year, we encourage you to place your orders for print as early as possible due to potential COVID-19 Australia Post delays to ensure your direct marketing reaches your patients ahead of the busy period. We suggest allowing 2-3 weeks for delivery so it is essential to plan your mail out in September.
Q: What's the best time to send an SMS?
A: SMS has the greatest impact when sent on Wednesday, Thursday or Friday at 10:30–11:30am or 3–4pm.
Q: Will you be sending the EOYHF products out to me so I can see what they look like?
A: This year we will be providing you with a digital booklet showcasing all available ProMarket products to help you identify what will work for you.
Q: I've never used anything for the campaign before. Where should I start?
A: The campaign resource hub is available on the member website and is your go-to place for all EOYHF related information, tools and resources; everything you will need to execute an effective, targeted campaign. Here we share strategies to help you both engage current and lapsed patients in your database and attract new patients. Under each section, you will find a downloadable How-to Marketing Schedule outlining actionable steps you can take throughout Sep, Oct, Nov & Dec to maximise the impact of your EOYHF campaign within your local community.
Q: Do you have a guide to help me execute the campaign?
A: Yes, we have a marketing schedule that clearly shows you what to do every month of the campaign. Download the How to Marketing guide and decide which elements you're going to action. We recommend looking at the help section of ProMarket. In this section, you will find instructions on how to order products, export lists from your point of sale system and excel spreadsheet tips.
Q: Are there any EOYHF supplier promotions?
A: In conjunction with the ProVision EOYHF campaign, a number of suppliers are running campaigns for your practice to leverage. These can easily be integrated with your EOYHF marketing strategy on ProMarket with both print, email and SMS. There are currently three supplier promotions available for EOYHF:
- Essilor & OSA 50% OFF 2nd Pair Promotion: 1 Oct 2021 – 28 Feb 2022
- HOYA - 50% OFF 2nd Pair Promotion: 1 Oct 2021 – 31 Jan 2022
- Rodenstock 50% OFF 2nd Pair Promotion: 1 Oct 2021 – 31 Jan 2022
To view the details of the supplier promotions please download the 'How To Marketing Schedule' below and scroll to the end.
Q: I am ready to launch my campaign. What should I do?
A: Download the Sept-Dec 'How To Marketing Schedule' and decide on your 3 month plan, order an October SMS to launch your campaign and order Direct Mail Product - decide on your choice of direct mail letter and/or offer and place an order for direct mail products by mid-October.
Q: How do I get a patient list out of Optomate or Sunix?
A: Simply go to the help section of ProMarket. Here we have updated videos and PDFs to help you export.
Q: Where do I go if I have more questions?
A: The best place to go is LiveChat on ProMarket or email marketing@provision.com.au
Remember, the ProVision Marketing team is here to support you every step of the way, either by phone, email or Live Chat!
What’s next?
Next week, we will explore how to help you prepare to engage with your social media audiences. We have developed a step-by-step social media guide to walk you through the execution of a successful social media campaign, leveraging the digital assets we have designed as part of your campaign resource pack.
Additionally, we will share all the top tips from ProVision's Business coaches to help you execute a successful EOYHF campaign.
Welcome to the team, Adam & David
This month, we introduce two new and experienced team members to ProVision.
Adam Taylor – Regional Operations Manager Vic/NSW/ACT/Tas
Adam joins us as Regional Operations Manager with oversight for VIC, NSW and TAS leading the team that includes Glen, Jo, Kelvin, Julius, and Tina. Adam has spent time with George & Matilda and therefore comes with an understanding of our industry, but more importantly, a keen interest in supporting our independent members to thrive and cultivate their own success in the face of our corporate competitors. Adam has previously worked in leadership positions at McDonald's, Dominos and Baker’s Delight and will bring new perspectives to our business that help us to grow in partnership with our wonderful members.
David Van Dijk – Senior Content Marketing Specialist
David joins our Marketing Team as the Senior Content Marketing Specialist and will lead the content strategy and development of consumer marketing campaigns and content across multiple channels to drive new patient acquisition and retention for eye care services in ProVision member practices, embracing a digital-first approach. David’s extensive in-house and agency experience offers a rare combination of content, brand and digital marketing skills with a keen interest in big data and marketing analytics that will be valuable to a digital marketing future.
Adam and David are both very excited to add new value to ProVision’s membership.
New Compliance Modules
We are proud to be launching a range of new compliance modules available to all practice staff, employee or locum optometrists and all practice owners within our ProVision network.
We are launching these modules via the ProLearnMAX platform:
- Equal Employment Opportunity (for all employees and Managers)
- Workplace Bullying & Harassment (for all employees and Managers)
- Workplace Health & Safety for Employees (for non-Managerial staff)
Click HERE to access ProLearnMAX. You will automatically be directed to the modules located in the Onboarding.
- Workplace Health & Safety for Managers (for Managers and Supervisors)
Click HERE to access ProLearnMAX and sign in. You will be automatically directed to the module located in Welcome to Management.
These modules are suitable for both new and existing employees and should be completed annually where possible to ensure everyone is aware of their ongoing legal obligations both as a manager and as an employee. These modules have been designed to inform people of their workplace obligations regarding providing a safe, healthy and inclusive working environment for all.
These modules, apart from Equal Employment Opportunity, replace the modules that may have already been completed. These new modules include more recent legislation and are more in-depth than those that were previously available.
To support the completion of these modules within your practice, the ARA offers Policy templates for you to download to further ensure understanding and compliance with employment obligations within your practice. Once logged into the ERMS portal, you select Employees from the left menu bar, then Policies and Create New Policy. You can log into the ERMS portal using the link below.
To learn more about these compliance topics, the following external websites will provide further information:
Preferred Supplier Lab Partners feedback
Please help us to help you by providing feedback via the survey below by September 29 as your responses will guide us in terms of key discussion points with our Preferred Supplier Lab Partners.
ProVision's aim in FY22 is to work closely with our Preferred Supplier Lab Partners to improve their value proposition to Members and to increase practice support. The more ProVision practices support our Supplier Partners, the more leverage ProVision has to facilitate sharper pricing and even better support.
Optica Full Colour Digital Wrap Cases
Optica loves creating customised products that BRING YOUR BRAND TO LIFE!
Full-colour digital wrap cases can be fully custom-made with your very own unique design.
Whether it's a scenic photo, custom design, or an image of your store or the team, just send through your concept and Optica will create a premium product that will be sure to impress your patients and enhance the customer experience. Available for order as case only, or a case and cloth combo at a discounted rate.
Get in touch with customer service staff to discuss the range on 1800 199 860 or email service@opticaaccessories.com.
Was this week's content helpful? Let us know at feedback@provision.com.au
