Kirsten crafted a comprehensive social media strategy to support the Auckland Eye business goal of growing total laser procedures in 2017 by increasing social media referrals to their website and appointment booking. Auckland Eye is a centre of excellence in New Zealand for eye care and has a team of leading Ophthalmologists providing a comprehensive range of eye treatments.
Auckland Eye was the first provider in Auckland to offer Lasik and is the exclusive provider of SMILE laser surgery in the Auckland region. However, despite this advantage, competitors benefit from stronger brand awareness. To overcome these challenges, Kirsten developed a strategy to increase the consistency and quality of targeted content to their key audience through existing social media platforms and the addition of an Instagram account.
Using Facebook, Instagram, LinkedIn, their blog and YouTube, the Auckland Eye team aims to increase awareness of their unique competitive advantage by focusing on the key message that SMILE laser eye surgery is the biggest technology breakthrough since LASIK and Auckland Eye is the exclusive provider in Auckland.
A secondary message that could inspire branded content is: We care about our patients and we genuinely love improving how people see the world. She initially considered adding Pinterest and Twitter to their social media mix; however, upon further consideration, it appeared more beneficial to focus limited resources on creating quality content on fewer, targeted platforms.
She initially considered adding Pinterest and Twitter to their social media mix; however, upon further consideration, it appeared more beneficial to focus limited resources on creating quality content on fewer, targeted platforms. If successful, Auckland Eye will increase online bookings for free laser surgery assessment by at least 100% above the yearly average in FYE18.
Kirsten, welcome to the Bronze Fellow circle!
Here is her plan.
If you're interested in following in Kirsten's footsteps, the first step is complete our Social for Healthcare Certificate from Mayo Clinic and Hootsuite and then participate in Social Media Residency. If you're already a premium member of MCSMN, the online Certificate is included and you get a discounted rate for Residency. If not, the online certificate and a one-year premium individual membership are included in your Residency registration.
The next residency session is May 15 in Rochester, Minn., and we'll also be holding Social Media Residency Dec. 13 in Scottsdale, Ariz., following our 2017 MCSMN Member Conference. Registration for both the Conference and Residency will open later this month.