Today, an effective marketer is someone who skilfully combines creativity and technology to achieve maximum results. In a world of constant change, digitalization, and growing competition, innovation becomes a key element of success. That is why it is important not to be afraid of it, but to actively use it in your work. 

Optical stores and ophthalmology clinics marketers face many tasks, in which modern management systems such as MARVI become indispensable helpers. They help optimize processes, create effective marketing funnels, make targeted actions, and ensure a high level of customer service. Let’s take a closer look at how MARVI opens up new opportunities for marketers, making their work easier and more productive.

What does marketing for optical stores and ophthalmology clinics include?

Marketing for optical stores and ophthalmology clinics includes many components, each of which is important for attracting customers and increasing loyalty. The main aspects include:

  1. Market and competitor analysis. Moreover, not one-time, but continuous, so you are always aware of trends and customer needs and can refine your promotion strategy for the business.
  2. Studying the audience, segmenting it, and conducting thorough research.
  3. Developing and supporting branding that reflects the values and advantages of the business.
  4. Defining pricing policy for products and services (more details — in our article about pricing).
  5. Proposing promotions, discounts, and loyalty programs to attract customers and encourage repeat purchases.
  6. Promotion through social media, contextual advertising, email marketing, as well as outdoor advertising.
  7. Responsibility for communication with customers through different channels, collecting feedback, responding to requests and complaints, informing about new products and promotions, sending reminders about appointments, etc.
  8. Creating high-quality and useful content for the website, blogs, and social media that encourages customers to choose the brand.
  9. Working with CRM: collecting and analyzing data, finding new directions for development.
  10. Measuring results and analytics: tracking the effectiveness of marketing campaigns, analyzing sales, and return on investment (ROI). 

Completing a large volume of work requires the use of effective tools that help automate processes and increase productivity. Modern optical stores and ophthalmology clinics use an innovative process management system MARVI. It includes CRM and ERP system functions, enabling you to easily manage your customer database, services, inventory, various operations, and also helps marketers complete their work faster, more efficiently, and more flexibly.

What tools in MARVI will help a marketer?

Integration with Binotel IP telephony

Using telephony with your CRM makes it possible to:

  1. Automate call handling, so you don’t miss customers’ calls and can provide first-class customer service.
  2. Send the customer’s data to their card, which a marketer can work with further.
  3. Get detailed call analytics to evaluate the effectiveness of marketing campaigns by analyzing the number and quality of incoming and outgoing calls.

SMS and Viber mailings

Targeted messages optimized for different audience segments help to:

  1. Increase conversions: retain customers by building their loyalty. 
  2. Continuously improve service by analyzing the results of mailings.
  3. Save time for administrators by reminding customers about an appointment or a ready order through setting up automatic mailing rules.
  4. Personalize messages using information from the customer card.

Online appointment widget via the website 

New feature in the system!

A convenient way to book an appointment through the website, with easy integration and automatic appointment confirmation = an improved user experience, as well as saved time for your administrators and the opportunity for doctors to plan their workday/week more efficiently.

Report on customer sources

Analyzing the effectiveness of marketing channels will make it possible to accurately identify customer sources and optimize your strategies to achieve maximum results.

Reviewing the report will help marketers learn:

  1. Which sources bring the most customers.
  2. Which customers from which sources leave the most money in the business.
  3. From which sources the highest average spend per customer comes.

Report on popular products

Tracking product demand makes it possible to analyze trends so you always have popular products in stock and increase sales. 

How exactly?

  1. Focus on bestsellers — concentrate advertising campaigns on the most popular items, increasing their visibility and demand.
  2. Optimize inventory — manage your warehouse effectively, avoiding shortages and excess.
  3. Analyze trends — identify market trends and quickly adapt your assortment to current demand.
  4. Develop cross-selling and upselling strategies — offer customers additional or more expensive products.
  5. Forecast future demand — plan purchases and marketing activities more effectively.

In today’s world, marketers need to look more broadly at the functionality they can apply in their work. Every customer touchpoint in optical business and ophthalmology clinics can become an opportunity to improve interaction with patients and better build loyalty. Using the innovative MARVI system opens up new horizons for specialists, allowing them to optimize processes, automate routine tasks, and create personalized marketing campaigns.