Optical Prism December 2015 | Page 15

REACHING YOUR MARKET MARKETING YOUR BUSINESS IS ONE OF THE HARDEST PARTS ABOUT BEING AN EYECARE PROVIDER (ECP). THE WAY NEW CUSTOMERS ARE ACQUIRED HAS CHANGED SIGNIFICANTLY OVER THE PAST FEW YEARS, MOVING AWAY FROM RELYING ON PRINT ADVERTISING, TELEVISION AND RADIO TO THE DIGITAL MARKETING LANDSCAPE. THIS HAS LEAD MANY PRACTICES BEHIND WHO HAVE NOT TAKEN THE TIME TO UPGRADE THEIR DIGITAL MARKETING SKILLS OR WHO CAN NOT AFFORD TO SPEND THE TIME TO DEDICATED ONLINE MARKETING. By Sarah McGoldrick 4ECPs IS A BUSINESS RESOURCE FOR EYECARE PROFESSIONALS FOUNDED BY EYECARE EXPERTS DR. SCOT MORRIS OD & TRUDI CHAREST RO, WHO HAVE DEDICATED THEIR CAREERS TO THE IMPROVEMENT AND DEVELOPMENT OF THE INDUSTRY. THIS COMPANY PROVIDES SOLUTIONS TO THE BIGGEST CHALLENGES FACING PRACTICE OWNERS AND EMPLOYEES. THESE INCLUDE FINDING THE RIGHT PEOPLE TO JOIN YOUR TEAM, EYECARE BUSINESS TRAINING TO ELEVATE THE PROFESSIONAL SKILLS OF THE MANAGEMENT AND TEAM AS WELL AS MARKETING FOR PATIENT ACQUISITION AND RETENTION IN A PROFITABLE MANNER. 4ECPs operates 3 unique but complementary divisions: Jobs, Training & Marketing. The job site connects employees with employers, our training site provides online, on-demand business training and our marketing division provides an all-inclusive, on-going marketing program that drives in new patients while retaining your current ones. Every decision we make is driven by providing a resource to the eye care industry and the people that work within it. Charest shares some of the key things ECPs should be doing to ensure their business is on the cutting edge of digital marketing. EYE FOCUS | December Digital 2015 15