AE May/June 2021 Vol 30 No 3 - 28

PATIENT
EXPERIENCE
Is the New Marketing:
The evolution of getting
the word out and people in

Donna Talarico

E

very touchpoint in an ophthalmic practice relates
to marketing and brand loyalty in some way.
These touchpoints have evolved significantly
over the past decade, and, more recently, the
global COVID-19 pandemic has introduced an
anomaly of sorts: These touchpoints are becoming " touchless. "
How do we best market our practices and retain our
customers in an era of exploding technology, new platforms, evolving best practices, and changing consumer
habits-and how do we adjust all of this (temporarily?) to stay relevant and remain successful during an
unprecedented pandemic?
NOW & THEN: MIXED MEDIUMS
The adage of " Meet your customers where they are "
is common marketing wisdom-and it's advice that

hasn't, in itself, changed. But the " where " (and when)
certainly has. Go-to advertising mediums have shifted
throughout the years: newspapers and magazines, television and radio, email, and internet. With such a mix
of platforms and channels, it becomes clear why the
past decade has given rise to integrated marketing communications, which is what it sounds like: a strategic,
coordinated combination of tactics to reach a common
goal. (In the past, it was more common to see marketing, advertising, promotions, and public relations
efforts within the same company siloed or handled by
different outside agencies.)
Along with wider adoption of the marketing
communications model, other approaches emerged or
gained popularity within the past decade: Big data provides more audience intelligence than ever before, and
mobile marketing optimizes efforts to reach people on



AE May/June 2021 Vol 30 No 3

Table of Contents for the Digital Edition of AE May/June 2021 Vol 30 No 3

AE May/June 2021 Vol 30 No 3 - Cover1
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AE May/June 2021 Vol 30 No 3 - Cover3
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https://www.nxtbook.com/ygsreprints/ASOA/ae_julaug16
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2016
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https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_novdec14
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