Business & Practice Management

We Wanted to Know if a Marketing or Advertising Effort Ever Backfired on You

question:

Has a marketing or advertising effort ever backfired on you?

  • Launching BALENCIAGA last year just as the scandal broke. — Tania Perez, Eye Designs Optical and Vision Care, St. Petersburg, FL
  • There are always hit or miss moments in marketing. You just have to learn from the bad ones. It helps to remember your audience. — Tracy Gillotte, Ophthalmology Physicians & Surgeons, Hatboro, PA
  • Canned and scheduled advertising from vendors. Not necessarily backfire just lower than expected outcomes. This proves it needs to be engaged and touched by us! — Karen Michaelson, KARE Consulting/ i wear by K, Wyoming, MN
  • The only thing that has ever backfired in my career so far was purchasing TearCare. I have not had any patients want to spend money on the treatment and am going to be out $8K because there isn’t a return policy. Will likely sell to another office in near future. — Marc Ullman, OD, Academy Vision, Pine Beach, NJ
  • No, if anything we just don’t get much from marketing. — Sophia Pray, Huntley Eye Care, Huntley, IL
  • When we first opened, we advertised on a local “Groupon” platform. People did not read the fine print and tried to use it for contacts when it was only a discount on frames and lenses. — Sonja Franklin, OD, Modern Eyes, Austin, TX
  • Ugh, trunk shows. In my opinion, for the most part they are a thing of the past. In the big city, celebrity studded events may still do well, but as for the small office trunk show … killed by the internet. — Amie Robinson, Spring Hill Eyecare, Spring Hill, TN
  • Not backfired so much as had a terrible ROI. When we first opened some of our branch offices, we did local parades and some silly menu board advertisements. Parades was a lot of time investment, and the boards were more money than benefit. — Zachary Dirks, OD, St. Peter and Belle Plaine Eyecare Centers, Saint Peter, MN
  • I just haven’t felt its worthwhile when more of my practice is direct referrals. — Ken Weiner, OD, Livingston, NJ
  • Some things just aren’t worth the return on investment. I have overpaid for ads that didn’t pan out. — Cynthia Sayers, OD, EyeShop Optical Center, Lewis Center, OH
  • Birthday cards with a gift certificate inside. It was a nightmare! — Kristina Jordan, The Eye Site, Mishawaka, IN
  • Local advertising is noticed by current patients but does not seem to bring in new patients. — Pam Peters, Midwest Eye, Downers Grove, IL
  • I tried a teacher/educator campaign … mailed out letters and social media … not one bite. — Jennifer Yerden, Sights & Shades, Canandaigua, NY
  • The only backfires are in the failure to get a return on investment. — Ben Thayil, OD, Lifetime Vision and Eye Care, Miami, FL
  • Back to school B1G1 wasn’t clear that it was for kids. Adult came in looking for the deal. — Jenni Leuzzi, Mill Creek Optical, Dansville, NY
  • Thankfully we haven’t had any marketing backfire! We’re primarily social media and radio advertising and it goes extremely well with our patient base. — Morgan DiMaggio, Taylor Eye Care, Carmi, IL
  • No, but quite a few have been very ineffective. — Dierdre Fogle, OD, Eyetopia Eyecare, Littleton, CO

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. eyecare business serving the public, you’re invited to join the INVISION Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting eyecare professionals. Good deal, right? Sign up here.

INVISION Staff

Since launching in 2014, INVISION has won 23 international journalism awards for its publication and website. Contact INVISION's editors at editor@invisionmag.com.

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