By Charles Morris
Guerrilla marketing can be an effective approach for eye care professionals seeking creative and cost-effective ways to attract new patients. Using unconventional tactics to generate buzz and attract attention, guerrilla marketing can range in price depending on the campaign. For example, many movies or events have done large public stunts to shock and get the attention of audiences. However, there are many affordable ways to promote your practice using guerrilla marketing. Below are unique methods that can help grow your practice.
1. Catch People’s Attention Visually with a Sign or Decal
A vibrant and informative sidewalk sign or window decal can draw people into your practice. When ordering or creating a sign or decal be sure to choose bright colors, bold fonts, and simple messages. Information on signs needs to be direct and short so people can digest it within a few seconds. If you’re running a special promotion or event, use these signs to let passersby know. The goal is to create a strong visual impression that piques curiosity. Many medical companies will provide doctors with decals or signs for their products. Sidewalk signs can also be designed by a creative freelancer or agency and affordably printed at a local print shop.
2. Make and Impression with Branded Merchandise
Branded merchandise is a simple yet effective way to keep your practice top of mind for patients. Hand out branded pens, stress balls, stickers, tote bags, or other shareable items like mints, tissues, and water bottles. These items act as subtle reminders of your practice and can be used to spread your name throughout the community. Many companies such as swag.com, buypromos.com, allbranded.com, and many more offer a variety of branded merchandise you can use for your practice.
3. Get the Word Out About Your Practice
While digital marketing is today’s go-to medium for advertising, don’t overlook traditional methods like press releases. Press releases still have value, as they help you establish relationships with different media outlets, increase your credibility, take control of your brand’s narrative, and overall increase brand awareness and potentially customer engagement. Journalists and sometimes even blogs or other media outlets are always keeping an eye out for interesting press releases. A good press release includes a clear and short headline. The first paragraph should include your city, state, and date the press release is effective. Start with an introduction statement explaining why your press release is newsworthy and will benefit the community. The body will explain the details of your announcement. At the end of your press release you should have a call to action and contact information.
There are many topics you can cover in a press release for your practice, such as:
- Major changes or milestones about your practice
- Unique and impactful promotions
- Charity work your practice is involved with
- A new product or service connected to a medical study
Traditional advertising such as posting a one-pager or card on local bulletin boards or placing an ad in a community newspaper or newsletter are other strategies you can implement along with your press release. By leveraging these old-school methods, you can reach an audience that might not be as active online.
4. Keep Your Google Business Profile Up-to-Date
Having an up-to-date Google Business Profile is crucial for being found online. Make sure your profile includes accurate information about your practice, such as your address, phone number, and hours of operation. The more information you provide, the easier it is for people to find you through Google Search and Google Maps. Adding high-quality photos of your practice will also make a good impression on potential patients. Remember to encourage patients to leave reviews through in-office signage, appointment reminder cards, or emails.
5. Partner with Local Influencers
Partnering with a local influencer can significantly increase your visibility and create a sense of authenticity. Influencers have dedicated followers who trust their recommendations. Consider collaborating with an influencer that is in your area to promote your practice. You can reach out to influencers you may know of in the community directly or work with an agency that specializes in this type of advertising.
Guerrilla marketing offers a more physical and/or direct approach for you to engage with your local community and attract new patients. By incorporating these strategies into your marketing, you can build brand recognition and foster a positive reputation. For more guidance on guerrilla marketing contact Red Monarch. Whether you need help to design your sidewalk sign or reach out to influencers, we have our finger on the pulse of the latest advertising trends and understand what works in the eye care industry.
