In this episode, Kathy Otto, Director of Marketing at Fichte, Endl & Elmer Eyecare, joins co-host Sarah Duval to share her expertise on implementing unique marketing strategies to attract patients to their practice. Kathy discusses their successful LASIK open house program, which aims to educate patients about LASIK surgery and encourage them to consider undergoing the procedure. Whether you’re a practice owner or looking for innovative ways to attract more patients, this episode offers valuable insights and actionable tips.
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Timestamps
- 00:01:22 – Kathy’s Journey in Ophthalmology
- 00:02:24 – What is a LASIK Open House event, and how does it work?
- The basic roadmap for the event
- The surgeons always host the event
- 00:11:40 – Marketing strategies used to promote LASIK Open House
- Marketing strategies should be constantly changing
- Different Advertising Models
- 00:14:38 – Use of Snapchat for healthcare marketing
- Age limitations for Snapchat ads
- Advantages and disadvantages of Snapchat
- 00:17:28 – Marketing strategies for different budget sizes
- How to make professional videos on a zero budget.
- 00:19:37 – What are your conversion rates from Open House?
- The smaller the group, the higher the conversion rate
- 00:23:42 – Other factors you should consider when planning a program like the LASIK Open House
- 00:33:56 – Connect with Kathy
About
Kathleen Otto, COA, ST
Director of Marketing
Fichte, Endl & Elmer Eyecare
Kathy Otto has over 20 years of experience in Ophthalmology & currently serves as the Director of Marketing at Fichte, Endl & Elmer Eyecare in Buffalo NY. She holds an A.A.S. in Surgical Technology and is a Certified Ophthalmic Assistant. She used her clinical and O.R. experience to transition into numerous roles including Practice Liaison for an OD referral network, Community Outreach Coordinator, and Coordinator of Marketing & Outreach.
Kathy is regarded as an industry thought leader in the field of Ophthalmology Practice Marketing. She has spoken at International Ophthalmology conferences including the American Association of Cataract & Refractive Surgeons (ASCRS), the American Society of Ophthalmic Administrators (ASOA) & American Medical Optics University (AMOU). She has been featured on medical marketing webinars put on by Glacial Multimedia & a featured speaker on the ZEISS SMILE users group podcast. On a local level, she has lectured to her peers at the annual Association of Technical Personnel in Ophthalmology (ATPO) meeting in Western NY.
Connect with Kathy
LinkedIn: linkedin.com/in/kathyotto
Direct Line: (716) 282-1115
Cell: (716) 867-2825
Fax: (716) 564-2060
Website: www.fichte.com
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