What’s a marketing tool? Just about anything that helps you develop your professional “brand” in the community or educates others on the value of Eye M.D.s. It could be anything from your business card to a billboard, the pin you wear on your lapel to the way your front office staff greets a patient.

The following are some tools that can help you market your practice.

Your Business System

Hire a designer to create a professional-looking business system for your office. The system should include:

• stationery and envelopes
• business cards
• note cards
• invoice templates
• patient registration forms
• appointment reminders
• prescription pads
• voice mail recordings
• Web site
• door signs (exterior and interior)

Design and production tips:

• All elements of your business system should display the same logo and similar design elements.
• A one- or two-color design works well; be prepared to pay more in printing costs if you want four colors.
• Remember the printer’s rule of thumb: The larger the quantity, the less cost per item – so have everything you need printed at once.

Brochures

A brochure can tell patients and prospects about your practice philosophy and the services you offer as an Eye M.D.

• Hire a professional designer who can create a brochure that complements your business system and will serve as an effective take-home marketing tool.
• Create a brochure with a simple overview of your practice, your philosophy and experience to introduce yourself to prospective and new patients.
• Or keep the topic of your brochure focused on a specific service, such as refractive surgery or glaucoma screening and treatment.

Direct Mail

Direct mail can be an effective way to reach your target audience, based on demographics and zip codes.

• Consider highlighting a special or emerging service offered by your practice, such as refractive surgery, that is geared toward your potential patient base.
• Your direct mail piece should be designed to reflect the look of your other printed materials.
• Consider including a postage-paid return card for those who would like more information or who need to respond to your invitation to attend a free seminar, etc.

Production and mailing costs will be determined by the size of your target list, printing costs and quantities.

Web site

Many consumers turn to the Web as an information source, so it makes sense to build a Web site to promote your practice. You will need a Web designer to create your site and a Web master to monitor it. One major advantage of a Web site is that you can change and update your information quickly and easily.

Consider these tips:

• Keep your information succinct to allow for easy browsing by your Web site visitors. Make it simple for them to find information.
• Start off by building a site with “basic” information such as a description of your services, bios of you and your staff, office hours, a map to your office, and a “click button” for viewers to contact you via e-mail.
• As you grow, so should your site. You can offer information on eye care, disease prevention and other topics of interest to your patients.