When was the last time you left a doctor’s office thinking: “Wow, I really loved how the staff’s scrubs matched,” or, “What perfectly placed point-of-sale pieces,” or, “Their visual branding was so consistent,” or, “They’ve really nailed their search engine optimization?” Probably never.
At Bailey Eye Center, we didn’t build 3 niche specialty programs (Sports Vision Institute, Low Vision Institute, and West Plano Dry Eye & Aesthetics) by obsessing over branding efforts. Instead, we used (and continue to use) push and pull marketing.
Push marketing focuses on getting one’s brand in front of as many people as possible, with a focus on broad reach and quick impact, according to Salesforce, a cloud-based software company known for its customer-relationship management platform.
Pull marketing encourages consumers to seek out one’s brand, with a focus on fostering engagement and long-term loyalty, according to Salesforce.
Here, I discuss the specific action steps my practice has and continues to employ for push and pull marketing efforts.
Pushing to Prospective Patients
• Demonstrating how to serve our referral sources’ needs. In meetings with referring doctors, we have shown and continue to show them what their life looks like with our services and have guided them step-by-step to that better outcome.
Specifically, we’ve focused on saving them time, money, and energy when discussing our collaborative work. For example, we recognize that most optometrists—and certainly coaches—do not have a repeatable, reliable oculomotor program ready to go for their athletes, so we tell them how we can help: “Your athletes need more time and resources than you can offer. Just send them over and we’ll show them the vision skills development program.”
Why it works: Referrers feel supported and respected—not sold to.
Tip: Send a human liaison holding a handwritten note on nice letterhead that contains a message that solves a problem in a quantifiable and measurable way. Additionally, provide cards, flyers, and forms packaged in a notebook or folder that detail the one or more services your practice offers.
• Building authority with targeted educational outreach. Via email announcements, posts on social media, and dispatching our practice liaison to potential referrers, we have offered and continue to offer short educational talks, lunch-and-learn sessions, and Zoom calls about our newest services. Examples of talk topics include: “Life After Diagnosis: Low Vision Resources That Restore Dignity,” and “Vision Skills Development: The Low-Hanging Fruit for Better Hitting.”
Why it works: Education builds authority among colleagues and our community, setting us apart from our peers, which opens referral pipelines.
Tip: Have the practice liaison bring André champagne (it’s $6 per bottle) to pop the cork and celebrate the educational outreach.
• Making our Google Business page simple. We have decreased mental friction and made our Google Business page simple enough for a 12-year-old to understand.
Why it works: Patients often find us online through our Google listing vs our website. The Google listing is where potential patients read reviews and decide to call, thinking, “that patient sounds like me.”
Tip: Don’t automate Google review requests. Wait for the moments that matter. When a patient is genuinely thrilled with a life-changing result, say, “Hey, if you wouldn’t mind sharing your story, Natalie’s going to help you leave a Google review at checkout.”
Push marketing is transformational rather than transactional. A personal example: An intern from a Florida-based baseball agency reached out to meet with me about the vision skills development program at our practice while they were in town. After a great meeting with his boss, I caught the intern in the hallway and asked, “How did you find me?” He said, “You’re the best at this!” That’s the power of positioning. Whatever problem you can solve, own it. Market yourself as the go-to expert. Let people know exactly how you can help.
Pulling Current Patients
• Educating patients at every visit that we provide solutions. We have used and continue to use every exam as an opportunity to share all our problem-solving services. For example, if a new patient who has glaucoma presents for an exam, we educate them that glaucoma patients also likely have dry eye disease, and we say, “Let’s schedule a dry eye visit to see how we can help you.”
Why it works: Once patients feel seen, they’re more open to solutions. They want you to take charge.
Tip: Use phrases like, “This is what we’re going to do…” or “Why don’t we…” when presenting the plan for the solution. And then after explaining the treatment, seal it with the swagger and confidence your expert recommendation deserves: “It’s so good—you’ll love it,” or “No brainer.” Like this: “The plasma eye drops we make are like your natural tears. They’re so good, you’ll love them. No brainer.”
• Leveraging social media to engage patients and physicians. We post edu-cational, bite-sized videos on our social media channels. Those views come from the right people—referring coaches and doctors.
Why it works: When you focus on the offering instead of the metrics, you’re free to share your message boldly and trust that the right people will resonate with it.
Tip: Don’t be afraid to re-use content.
• Noticing our patients. I’ll never forget when the pediatrician asked me, “Are you okay?” at my newborn’s first visit. I’ve borrowed that simple line ever since with my own patients. When OD’s and their staff come alive with patients, they see us as their companions through their healing process.
Why it works: People are starving to be seen.
Tip: Within the first few seconds of greeting a patient, compliment something they’re wearing. If there’s nothing obvious to comment on, shift to a lighthearted opener like, “How’s my favorite patient?” At follow-ups, I’ll often ask, “Do you have good news for me today?” These patient interactions set a positive, engaging tone right away. If they’re suffering, show compassion.
Expanding Your Impact
Marketing your practice doesn’t have to mean chasing trends or gimmicks. It means aligning with who you are, having confidence in what you have to offer, and showing up where your patients and referrers need you. When you adopt push and pull marketing methods as a service, you’ll not only grow your practice—you’ll expand your impact. OM
