AE May/June 2021 Vol 30 No 3 - 32

MAY/JUNE 21 // COVER FEATURE

"

" ...the best
marketing
is a highly
satisfied
patient. "

- Mark
David Jones,
Small World
Alliance

recent information. When the COVID-19 pandemic
began, Read realized the cookbook wasn't always the
best place to share seemingly fluid information from
the WHO and CDC. Challenged to create an effective
process to share new information and updated practices
with 80 employees across five locations each day, she
relied on emails that focused on " 'This is what's changed
and here's what it means... .' "
At Mittleman Eye, Glatts took the pandemic as
an opportunity to update their motto from " Expect
Excellence " to " Redefining Excellence. " This set
the tone for the changes implemented due to
COVID-19, and for the future-for the evolving

Figure 2

5 ESSENTIAL NEEDS:
IN PRACTICE
Examples of how each need could be applied
to marketing or internal operations:
To be heard and understood
Incorporate staff feedback into new policies
or customer feedback into new services, and
promote it as such. ( " You spoke, we listened:
We now have Saturday appointments. " )
To belong and contribute
Employee milestone awards or personalized
thank-you notes to new patients.
To feel stable and in control
A flexible staff policy that allows employees to
customize their working hours.
To feel significant and special
Sending a birthday card to patients during
their birthday month.
To be successful and reach your potential
Storytelling ads or social media posts that
illustrate how better vision can improve quality
of life. (Jones suggested an example of a patient
being able to improve their golf game.)

32

world we live in. This internal change was promoted
heavily on social media, and Glatts said this and all
their educational efforts " received so much positive
feedback from patients. " (See Figure 2.)
Building and maintaining trust is one way to ensure
your practice is being talked about positively around
the dinner table, at the water cooler, and on Twitter. As
Jones says, " Happy internal and external customers can
be loyal advocates for you. "

AE // May/June 21

Mittleman Eye's Facebook page, via a collage of
employees, delivers an important brand message.

BUILDING TRUST ONLINE AND OFF
With more and more consumers finding their way to
businesses online, it's critical that companies, healthcare
providers included, treat their official websites as the
marketing tool it is. Because companies cannot control
what appears on external review sites-Google, Yelp,
even YellowPages.com-it becomes critical to build
that trust on the entity you can control.
One effective way to do this is through infographics:
attention-grabbing, meaningful statistics or facts that
can be quickly digested by a website user. Mittleman
Eye offers an excellent model of how to do this. A " stat
block " on their homepage highlights trust-establishing
facts such as the number of reviews and awards the
practice has received (Figure 3).
Illustrating an integrated marketing approach, Glatts
adds that he's used reviews posted to third-party apps



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
AE May/June 2021 Vol 30 No 3 - Cover2
AE May/June 2021 Vol 30 No 3 - 1
AE May/June 2021 Vol 30 No 3 - 2
AE May/June 2021 Vol 30 No 3 - 3
AE May/June 2021 Vol 30 No 3 - 4
AE May/June 2021 Vol 30 No 3 - 5
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AE May/June 2021 Vol 30 No 3 - 58
AE May/June 2021 Vol 30 No 3 - 59
AE May/June 2021 Vol 30 No 3 - 60
AE May/June 2021 Vol 30 No 3 - Cover3
AE May/June 2021 Vol 30 No 3 - Cover4
https://www.nxtbook.com/ygsreprints/ASOA/ae-may-june-2021-vol-30-no-3
https://www.nxtbook.com/ygsreprints/ASOA/ae-march-april-2021-vol-30-no-2
https://www.nxtbook.com/ygsreprints/ASOA/ae-january-february-2021-vol-30-no-1
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_sept_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_july_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_may_jun_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_mar_apr_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_jan_feb_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec19
https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct19
https://www.nxtbook.com/ygsreprints/ASOA/g107843_ae_julyaug19
https://www.nxtbook.com/ygsreprints/ASOA/g105962_ae_mayjun19
https://www.nxtbook.com/ygsreprints/ASOA/g104576_ae_marapr19
https://www.nxtbook.com/ygsreprints/ASOA/g103212_ae_janfeb19
https://www.nxtbook.com/ygsreprints/ASOA/g99529_ae_novdec18
https://www.nxtbook.com/ygsreprints/ASOA/g97160_ae_septoct18
https://www.nxtbook.com/ygsreprints/ASOA/g96528_ae_julyaugust18
https://www.nxtbook.com/ygsreprints/ASOA/g93925_ae_mayjune18
https://www.nxtbook.com/ygsreprints/ASOA/g92298_ae_marapr18
https://www.nxtbook.com/ygsreprints/ASOA/g89361_ae_janfeb18
https://www.nxtbook.com/ygsreprints/ASOA/g86698_ae_novdec17
https://www.nxtbook.com/ygsreprints/ASOA/g81746_ae_septoct17
https://www.nxtbook.com/ygsreprints/ASOA/g80299_ae_julaug17
https://www.nxtbook.com/ygsreprints/ASOA/g77256_ae_mayjun17
https://www.nxtbook.com/ygsreprints/ASOA/g74401_ae_marapr17
https://www.nxtbook.com/ygsreprints/ASOA/g72340_ae_janfeb17
https://www.nxtbook.com/ygsreprints/ASOA/ae_novdec16
https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct16
https://www.nxtbook.com/ygsreprints/ASOA/ae_julaug16
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb16
https://www.nxtbook.com/ygsreprints/ASOA/ae_novdec15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct15
https://www.nxtbook.com/ygsreprints/APTA/g52750_apta_25ada
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julyaug2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_novdec14
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct14_AE
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julaug14
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MayJunAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MarAprAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_JanFebAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_no4eZine
https://www.nxtbook.com/ygsreprints/ASOA/asoa_fall_2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no3_ezine
https://www.nxtbook.com/ygsreprints/ASOA/asoa/asoa_summer_2013
https://www.nxtbook.com/ygsreprints/ASOA/ehr_cust_survey_Apr2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no2_2013_ezine
https://www.nxtbookmedia.com