GETTING STARTED WITH OD MARKETING TOOLKIT

Transcription

1 GETTING STARTED WITH OD MARKETING TOOLKIT A HOW-TO GUIDE FOR TARGET OPTICAL AFFILIATED DOCTORS 1 GETTING STARTED WITH OD MARKETING TOOLKIT

2 TARGET OPTICAL IS INVESTING TO BRING YOU MORE PATIENTS Target Optical has developed an official OD Marketing Toolkit for our affiliate doctors. Based on feedback and requests for more marketing support, we are excited to provide a premium package of resources for you. THE OD MARKETING TOOLKIT WILL: Elevate awareness and patient perception in your local market. Provide optometrists training and development opportunities. Offer a forum to connect with your Target Optical OD peers across the country. TABLE OF CONTENTS 2 INTRODUCTION 9 WHAT IS BASECAMP? 3 TARGET OPTICAL MARKETING INITIATIVES 11 GET STARTED: BASECAMP 5 OD MARKETING TOOLKIT BENEFITS 12 ODMARKETINGTOOLKIT.COM 6 TAB BENEFITS 13 CONTACT INFORMATION 7 GET STARTED WITH TAB 2 GETTING STARTED WITH OD MARKETING TOOLKIT

3 TARGET OPTICAL MARKETING INITIATIVES Target Optical is making a substantial investment to drive patients into our stores. We recognize eye exams are the key entry point for guests coming into our stores, which is why we invest 50% of our marketing spend to drive eye exams. During the last two years, the Target Optical marketing investment has been increased by 35% and includes paid search, direct mail, marketing, and creating online content. Research reveals the Target shopper is digitally savvy and these advertising channels have proven more effective than television. TYPICAL TARGET OPTICAL CONSUMER LOCATION! LOCATION! LOCATION! 42% of Guests chose Convenience/Close Location as #1 reason for selecting Target Optical 24% of Guests chose insurance benefits for selecting Target Optical THE TARGET OPTICAL GUEST IS ONLINE 21% +45% 74% 76% Exams schedule online represents 21% of all exams Online exams grew at +45% in 2015 of consumers use search to find local businesses rate customer reviews as the #1 source of information for choosing new services Invested over $ TARGET OPTICAL IS INVESTING IN YOU $800,000 32,000 to drive eye exams in 2014 which drove over eye exams in TARGET STORES. THE BULLSEYE DESIGN IS A REGISTERED TRADEMARK OF TARGET BRANDS, INC. ALL RIGHTS RESERVED.

4 $1.3 MILLION ON PAID SEARCH PAID SEARCH In 2016, we will invest over $1.3 million in paid search. This investment will drive approximately 55,000 eye exams to Target Optical affiliated doctors. Paid search tactics us to geographically target anyone searching for category related terms (Target Optical, eye exams, optometrist, etc.) and serve them prompts to schedule an online eye exam through TargetOptical.com. CUSTOMER RELATIONSHIP MANAGEMENT (CRM) In 2015, Target Optical reached 1.8 million guests through direct mail and campaigns. This included an annual eye exam reminder and mailer with offer, and the Rx birthday and mailer offering 50% OFF Rx sunglasses. These continue to drive guests back to Target Optical year after year, at a higher frequency. We have also developed an even more robust strategy to segment relevant messages to our guests with managed vision care, families, and contact lens wearers. DID YOU KNOW 90 % OF CUSTOMER DECISIONS ARE INFLUENCED BY ONLINE REVIEWS Via Marketing Land TAB RATINGS/REVIEWS Target Optical has developed a TAB-based ratings and review program to prompt your current patients to share their visit experience. This program helps validate your services for new patients, and builds your online reputation. SEARCH ENGINE OPTIMIZATION (SEO) We have also increased our focus on SEO (organic search) so Target Optical and our affiliated doctors appear as often as possible in top local search results in category related terms. This includes the launch of our local online store and doctor bio pages for each location designed to drive eye exam scheduling. We are here to support you and look forward to hearing from you! Please your questions to info@odmarketingtoolkit.com. 4 GETTING STARTED WITH OD MARKETING TOOLKIT

5 BENEFITS OF THE OD MARKETING TOOLKIT BUILDS LOCAL ONLINE PRESENCE & REFERRALS From paid search to your own personal doctor page through TAB, the OD Marketing Toolkit provides you with more help with your local online presence than ever before! The ratings and reviews feature of TAB also helps patients share their experience during their visit and increase referrals. PRIVATE ONLINE INFORMATION CENTER Basecamp is an online collaboration tool used as a central location for accessing all OD Marketing Toolkit materials including: Peer-to-Peer Forum Discussions From exam equipment and office hours to strategies for reducing no-shows, connect with your Target Optical affiliated OD peers on Basecamp. Resource Tools A variety of materials are available for download on Basecamp including a comprehensive How-To guide for setting up your TAB account, phone scripts to use in your practice and more. Live & Recorded Training Webinars Whether you prefer to join the live discussion, or sit back and watch the recorded version on Basecamp, these quarterly webinars are guaranteed to provide great business building advice TARGET STORES. THE BULLSEYE DESIGN IS A REGISTERED TRADEMARK OF TARGET BRANDS, INC. ALL RIGHTS RESERVED.

6 CUSTOMIZABLE MARKETING MATERIALS Turnkey marketing materials have been created for you to customize with your information to help improve your local presence. This includes business/appointment cards, vision screening handouts, and more, all designed to complement in-store retail promotions. Visit to place your order. EXPERIENCE THE BENEFITS OF TAB TAB is the name of the customer relationship management software used by all Target Optical affiliate doctors. This software helps you stay in touch with your patients through and direct mail to keep them coming back year after year. To take full advantage of all the benefits TAB has to offer, see Get Started with TAB in this guide for step-by-step instructions on how to update your settings. PERSONAL DOCTOR PAGE ONLINE Create your own personal doctor page that links directly from the Target Optical store website. This page can feature your picture, bio, services, payment types accepted, and much more. When a patient is online searching for eye care services in your area, you will be easier to find. Update your practice information in TAB to make sure your personal doctor page is working for you. A note from our office Dear (Patient Name), RATINGS & REVIEWS The ratings and reviews feature of TAB helps patients share their optometric experience online. After their visit with you, patients will receive an prompting them to leave a review about their experience on one of your social media sites. Update the feedback settings in TAB to start utilizing the ratings and reviews program to enhance your online reputation. Thank you for choosing (Practice Name) and for the opportunity to serve your eye care needs. How was your visit? Please review us, as we value your feedback as a patient: g+ f DR PAGE Get Started and Begin Maximizing All of Your OD Marketing Toolkit Benefits 6 GETTING STARTED WITH OD MARKETING TOOLKIT

7 GETTING STARTED TAB (THE ADDRESS BOOK) UPDATE YOUR PRACTICE INFORMATION In order to enjoy the benefits of a personal doctor webpage, it is necessary to update and complete your practice information in TAB. It takes only minutes and will make it easier for existing and prospective patients to find you online. Recommended information includes: Services: Retinal Imaging, Same Day Exams, and Doctor Hours Payment: Credit Cards Accepted, Cash and Checks Fees: Eye Exam and Contact Lens Starting Fees Insurance: Insurance and Discount Plans Accepted Languages: Spoken languages (English, Spanish, etc.) Doctors: Bio, Education, Professional Memberships and Professional Photo Edit Info READY, SET, GO Follow these easy steps: 1. Log into TAB with your Admin user id 2. Click on the Edit Info (located on the Home page next to the Office Name) 3. Click save on the Location section, to get started 4. Other section labels will now be available UPDATE YOUR PHOTO In addition to inputting your information into the TAB dashboard, it s important to include a photo for increased credibility and patient acquisition. If you don t already have a professional headshot, follow the tips on this page to take a great photo! Log into TAB with your Admin user id Select the Doctors tab Click View & Edit next to your name. Select Upload Image Save PHOTO TIPS Ask a friend for help and use your phone s camera Wear your white lab coat if possible Turn the flash off, but make sure there is adequate lighting You should be centered and framed from the chest up Leave a little spacing about your head Ask your friend to take pictures both wide and tall by turning the phone Don t forget to smile! TARGET STORES. THE BULLSEYE DESIGN IS A REGISTERED TRADEMARK OF TARGET BRANDS, INC. ALL RIGHTS RESERVED.

8 TAB: ENABLE FEEDBACK FOR RATINGS & REVIEWS In order for your patients to receive a post-examination and the ability to share their experience about their visit with you, it is necessary to enable the patient feedback feature in TAB. Feedback 1. Follow these easy steps: 2. Log into TAB with your Admin user id 3. Click on the Feedback tab 4. Select Yes from the drop box 5. If you have a Facebook, Google+, or Yelp page, be sure to copy and paste URL (website address) into the corresponding box on the form 6. Test the link in a new window to make sure it works 7. Complete the Authorized By box 8. Click on Save Do you have Practice sites established with Google Plus, Yelp, or Facebook? If so, allow your patients to post on these sites by: 1. Select the corresponding site 2. Enter your practice URL 3. Test the URL Yes Authorize save 8 GETTING STARTED WITH OD MARKETING TOOLKIT

9 WHAT IS BASECAMP? Basecamp is the online collaboration tool used as a central location to access all OD Marketing Toolkit materials, and to join the discussion forum of Target Optical affiliated doctors. After you ve logged into your Basecamp account, the home page will provide a very obvious navigation set up. Each tile corresponds to a specific section of the OD Marketing Toolkit that is outlined below. RESOURCE TOOLS The Resource Tools section of Basecamp houses all the documents to help you get set up utilizing all the benefits of being a Target Optical affiliated O.D. and help start building your business. Use these resources in your practice or share with your Target Optical team. Included are phone scripts for talking to patients, how-to documents that cover creating or updating your TAB account, and recorded trainings of our quarterly webinars. CALENDAR OF EVENTS One important element not found in the center tiles of your Basecamp home page is the calendar. Found at the top of the page, this calendar lists current promotions and all of the major optical industry events for the year. YOU JUST HAD A VISION SCREENING, AND THAT S GREAT! Now let s talk about what that means for your eye health. CUSTOMIZABLE MARKETING TEMPLATES In this section of Basecamp, you can view thumbnails of all marketing materials available for order on ODMarketingToolkit.com. Target Optical will also post messages and updates here regarding new promotions and tools and materials when they become available. If you have not yet received an invitation to join Basecamp, please notify us by sending an to info@odmarketingtoolkit.com and include your name as well as Target store you are operating near TARGET STORES. THE BULLSEYE DESIGN IS A REGISTERED TRADEMARK OF TARGET BRANDS, INC. ALL RIGHTS RESERVED.

10 FORUM DISCUSSIONS The popular section of the OD Marketing Toolkit on Basecamp is the Forum Discussions. In this area, Target Optical affiliated doctors can communicate with each other on a variety of topics ranging from back-toschool promotions, diagnostic equipment, malpractice coverage and more. Create a Discussion To create a new discussion about a topic you don t already see listed, click on the Post a new message button. Give your post a short, descriptive title so people can easily tell which discussion they are joining. Then, write away! Participate in a Discussion To participate in an existing discussion, simply use the Add a comment box below the last post to leave your feedback and add comments. Camp Rules This forum exists to support collaboration between affiliated doctors, to share ideas, success stories, and challenges you face in the industry. Our Camp Rules document can be found in the files section of the forum to give you tips for getting involved and keeping this forum a positive tool for all doctors involved. SOCIAL MEDIA The social media section of Basecamp will give you all the documents and information to get you started with our social media program offered through the OD Marketing Toolkit. Through this program, we will be assisting you in creating and claiming your social media pages including Facebook, Yelp and Google. Additionally, we will help by writing supplemental content and posting twice a week for both your Google and Facebook pages. This support is designed to provide consistent posting and content to supplement your own efforts. Sign up for this exciting service online at ODMarketingToolkit.com. 80 % OF USERS PREFER TO CONNECT TO BRANDS THROUGH FACEBOOK Via Hub Spot 10 GETTING STARTED WITH OD MARKETING TOOLKIT

11 ODMARKETINGTOOLKIT.COM While you can use Basecamp to browse the assortment of marketing materials available for you to customize, TargetOptical.ODMarketingToolkit.com is the website you will use to actually place an order for the materials. This website includes business/appointment cards, vision screening handouts, and more, all designed to complement in-store retail promotions. Target Optical provides customization of these materials at no charge and a $250 Target Optical credit for printing costs! LOGGING IN 1. Visit TargetOptical.ODMarketingToolkit.com 2. Click on Login to access your account. 3. Login using your TAB username (TGADMIN0000) and your ten digit office phone number as your password ( ) 4. If you do not have a TAB login or cannot login with your current information please Info@ODMarketingToolkit.com. EXPLORING YOUR PROFILE POINTS AND REWARDS Click on Points and Rewards to check your remaining Target Optical credit. This Credit can be applied to your order of customized marketing materials. Shipping costs and sales tax are not covered by the credit provided and will be charged to your card at the time of shipment. If your order total is greater than your provided Target Optical credit, a credit card will be needed to process your order. ACCOUNT & PASSWORD Visit the account section of your profile to update your name, address and password! ORDERS If you would like to reorder a completed order, click the Orders tab and view a completed order. This page will show the details of your order including products, cost, etc. To replace this order, click Order Again. ADDRESSES The addresses section of your profile houses your billing and practice addresses. If you would like to have your packages delivered to a different location than your practice address, you can enter a new address at the time of check out. ADDITIONAL ACCOUNT INFORMATION Click on Additional Account Information tab to update your practice information as you would like it to appear on your marketing materials. Some of this information has been prepopulated from your TAB local marketing page TARGET STORES. THE BULLSEYE DESIGN IS A REGISTERED TRADEMARK OF TARGET BRANDS, INC. ALL RIGHTS RESERVED.

12 ODMARKETINGTOOLKIT.COM ORDERING INSTRUCTIONS 1. Visit TargetOptical.ODMarketingToolkit.com 2. Click on Shop Available Design to browse all marketing materials 3. Click on one of the items to see customizable options and start your first order! 4. As you update the front and back design choice, the image to the left will show you the new card design. As you update the quantity choice, the price adjusts accordingly. 5. Review your information as it should appear on your materials below these options. 6. Once all your information is correct, choose your quantity. If you would like more than one package of 250 or 100 business cards, increase this quantity. 7. Click Add to Cart. You should see a small green bar at the top of your page that confirms your product was added to your cart. Below the design options is the information required to customize the card. This information is pulled from your profile on the Additional Account Information page. You can enter all the information on the account page or customize each order, here, once you choose your designs TARGET STORES. THE BULLSEYE DESIGN IS A REGISTERED TRADEMARK OF TARGET BRANDS, INC. ALL RIGHTS RESERVED.

13 GETTING STARTED WITH BASECAMP Getting started is easy! If you have not yet received an invitation from OD Marketing Toolkit (Basecamp) please notify us by sending an to Be sure to include your name as well as Target store you are operating near. We will have another invitation sent to you right away. BASECAMP SET UP INSTRUCTIONS: 1. Once you receive your , click on link Accept this invitation to get started 2. You ll be prompted to create a password for your account 3. Don t forget to add your name and a photo to your account! It s that easy! You re officially set up and have access to everything the OD Marketing Toolkit on Basecamp has to offer. 13 GETTING STARTED WITH OD MARKETING TOOLKIT

14 With this document you are ready to start utilizing all the great services provided as part of the OD Marketing Toolkit. We are excited to have you join the Target Optical affiliated doctor community and hope that you utilize the resources like Basecamp and TAB to help your business run smoothly and successfully. This guide has been designed to increase your awareness of all offerings in the OD Marketing Toolkit and to help get you started and maximize the benefits you receive. Questions? Please Christina Rudzinski Senior Marketing Manager Tom Kremer Senior Eye Care Director TARGET STORES. THE BULLSEYE DESIGN IS A REGISTERED TRADEMARK OF TARGET BRANDS, INC. ALL RIGHTS RESERVED.