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Home > 2019 is Coming...Tomorrow! Is Your Marketing GPS Set?

2019 is Coming...Tomorrow! Is Your Marketing GPS Set?

Every practice wants to grow in patients and grow in revenue. That means every practice needs a marketing plan for 2019. Over here at EyeCarePro, we really want to help get the ball rolling! What does that have to do with GPS? Well, here is where your marketing GPS comes in to play...

What?! A Marketing GPS?

Just as we need to set our GPS to direct us to the best route toward our destination, when it comes to marketing it’s very easy to get “lost” without proper planning and direction. You don’t just get in the car and hope for the best. You set the destination and you determine the route, without which you are bound to get off track and end up somewhere you don’t want to be.  

Well, the same goes with your marketing strategy.  How can you end up where you want to be without defining your destination (goals) and mapping a clear and effective route to get there (marketing strategy)?

With the year’s end rapidly approaching, it’s time to sit down and map out a marketing plan for the coming year.  This will save you time, may save you money and will coordinate your marketing efforts to provide the optimal outcome.

Here are some steps to get your marketing GPS set for the year ahead.

Set the Destination

The first step is to define your goals for the year. Your goals should be SMART. This is an acronym for:

  • Specific
  • Measurable
  • Actionable
  • Relevant
  • Time-bound

An example of a SMART goal would be to increase optical sales by 10% by the third quarter. Or you might want to double your monthly new patient average by June. Whatever your goal may be, make sure that it includes the above elements so it is focused and attainable.

Mapping the Course

With your goal set, you now need to figure out how you are going to get there.  Which platforms will you use, what is your budget, what is your timeline? Will you host an event and what details are necessary to make that happen?  This is where the nitty gritty of all of the details comes in and the more detailed you are now the better. Planning ahead with all of these details will allow you to be ahead of the game, to make sure everything goes according to plan and that you get the most out of your marketing efforts.  

Now is also the time to think about whether you will be using any professional assistance such as marketing experts, web developers, graphic designers or videographers to bring your marketing plan to fruition. It is worthwhile to reach out now to get an idea of the price, the process, and the timing that is necessary to ensure deadlines are met.

Redirecting if Necessary

This is a critical step that far too many people skip. As you begin your drive and start to implement your strategy, there may be occasional detours or obstacles. You need to stop and assess the situation to ensure you are still on course.  It’s important to keep an eye on your efforts at all times by tracking results to see that all is going according to plan. Sometimes you can improve a campaign or promotion in the midst of it while other times, like with a trunk show, you may only know after the fact if your efforts were a success. Nevertheless, any time you run a promotion, event or campaign, it is critical to track and measure in order to assess whether it was successful and if necessary how to change course for the next time.  

Planning is not easy, in fact it is downright hard, especially if you aren’t clear about your goals. If you don’t know where to start with this process or could use a little guidance, you are in luck! We have just come out with our Strategic Marketing Plan ebook for 2019 - which is an in-depth, step by step guide to walk you through the process. From developing and setting your goals to specific marketing platform strategy, this comprehensive guide gives you everything you need to come up with your marketing plan for the year to come.

You know I’m normally not self-promotional in these emails, but I just can’t let this opportunity pass you by.  This ebook is really great and it’s one of the best ways to get you started! Download it today and get the wheels churning!

Thinking that you want to stick to the eye exams and leave the marketing to the experts? Contact me at or (412) 532-6542.

Daniel Rostenne Daniel Rostenne is a leader in the online optometric community and has made a career of creating and promoting effective web sites for optometric practices. He is a COPE educator, editor of Optometry Web, a regular speaker at eyecare events & conferences and has been widely published in Optometric e-zines. Daniel is an expert in Search Engine Optimization and Social Media Optimization, in particular as it relates to best practices for Optometrists. You can sometimes find Daniel daydreaming on Google+.

Contact Daniel: 866-886-4442 or

Nancy Rausman Nancy Rausman is the managing editor of the EyeCarePro blog and Optometry Web Newsletter. She is responsible for providing ECPs with educational content that helps them advance their practices through technology, management strategies and digital marketing.