Eyecare Plus has significantly increased its commitment to digital advertising and marketing in an effort to promote its philosophy of locals caring for locals. The 100% Australian owned and operated group uses a variety of different approaches to communicate its visibility, credibility, and reputation including its website, social media and Google Ads.
For the benefit of its members, Eyecare Plus National Office has funded digital advertising over the past two years across two main channels – social media (Facebook and Instagram) and Google Ads. According to Maddie Richards – Marketing Executive, Eyecare Plus National Office, throughout 2021 this ‘Always-On’ campaign generated many appointments, despite COVID disruptions.
“Additionally, in our regional and metro areas, we are seeing positive results with our geographic cluster campaigns. This is where practices located in one area work together to participate in joint digital advertising campaigns within their local area. Sharing the costs greatly reduces the outlay per practice,” she explained.
The group’s website, which attracts over 143,000 unique visitors each year, has been purpose engineered to be easy for the public to navigate, relevant and topical, ensuring a good user experience. Continuously adapting messaging and creative presentations brings people back to the site time and time again, which is successfully growing brand awareness and in turn, increasing online bookings.
“By updating the website regularly, and optimising content for SEO, we’re generating a large number of appointments monthly from organic search results alone (this does not include referral traffic or digital advertising),” Ms Richards said. “Additionally, by expanding on keyword search terms and conducting monthly audits across the entire site, we’ve been able to ensure our national website, as well as individual practice pages, rank in Google’s top listings.
“We are convinced by the results of the past year, that our online advertising efforts are not only necessary but are an extremely important method for Eyecare Plus to connect with our existing patients and attract new patients to our practices.
“As a group, Eyecare Plus can successfully achieve positive and consistent results with online marketing due to our established and trusted brand,” Ms Richards concluded.