Healthcare & Wellness / Medical & Specialty Care
Optometry marketing that announces the office and encourages the neighborhood to establish annual eye care
Optometry marketing from MBI is local direct mail that announces a new office or encourages area residents to establish annual eye care, paired with Facebook and Instagram campaigns that keep the practice top of mind — planned, designed, printed, mailed and run by one team.
Not sure where to start? Talk with our teamOptometry marketing
Where does optometry marketing start for a local practice?
The short answer
Optometry marketing at MBI starts with two local campaigns. A direct-mail campaign announces a new office or encourages area residents to establish annual eye care. A Facebook and Instagram local-awareness campaign keeps the optometry practice top of mind, with local paid-social offers where appropriate. One team plans, designs, prints, mails and runs both.
The two campaigns. The two researched optometry campaigns are a local direct-mail campaign announcing a new office or encouraging area residents to establish annual eye care, and a Facebook and Instagram local-awareness campaign that keeps the optometry practice top of mind, paired with local paid-social offers where appropriate.
One team. MBI is one company that plans, produces, and delivers direct mail, print and digital campaigns from a single team in DeLand, Florida; data, print, and delivery have been in-house since 1989.
direct mail marketing services digital advertising services printing services
Reel · Instagram
Direct mail
How does optometry direct mail reach the neighborhood around a practice?
The short answer
Optometry direct mail is a local campaign drawn around one office. The piece announces the new office, or encourages area residents to establish annual eye care, and direct-mail campaigns for optometry practices, new-office announcements among them, are run to build local patient growth. MBI sets the mailing area, designs and prints the piece, and mails it.
The documented mail. Optometry sources document direct-mail campaigns, including new-office announcements, to build local patient growth.
USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).
USPS Domestic Mail Manual 602.5
Postcard · Direct Mail
Around one office
Annual eye care
Why does annual eye care need a mailing at all?
The short answer
Annual eye care is a yearly decision, and the mailing is what asks for it: the campaign that announces an office also runs to encourage area residents to establish annual eye care. Paid Facebook and Instagram build local reach and long-term visibility beside it, so one neighborhood meets the practice more than once.
45 CFR 164.508(a)(3) provides that a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except if the communication is in the form of a face-to-face communication made by a covered entity to an individual, or a promotional gift of nominal value provided by the covered entity; and that if the marketing involves financial remuneration to the covered entity from a third party, the authorization must state that such remuneration is involved.
45 CFR 164.508(a)(3), the HIPAA privacy rule
The year round
Postcard · Direct Mail
For marketing
Facebook and Instagram
What do optometry Facebook ads keep in front of a neighborhood?
The short answer
The practice itself. A Facebook and Instagram local-awareness campaign keeps the optometry practice top of mind, paired with local paid-social offers where appropriate, and paid Facebook and Instagram are used to build local reach and long-term visibility. MBI builds the creative and runs the campaign over the same local area the mail covers.
The documented campaign. Paid Facebook and Instagram are used to build local reach and long-term visibility for an optometry practice.
Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.
Meta advertising standards
digital advertising services direct mail and digital marketing
Meta ad · Facebook
Meta carousel · Facebook
Printing
What do optometrist postcards carry, and who prints them?
The short answer
Direct-mail pieces and postcards, including new-office announcement mailers. An optometry postcard at commercial card prices must be no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch, and a card more than 4-1/4 inches high or 6 inches long must be at least 0.009 inch thick.
The formats. Direct-mail pieces and postcards, including new-office announcement mailers.
USPS Domestic Mail Manual 201.1.2.1 sets card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with a card more than 4-1/4 inches high or 6 inches long required to be at least 0.009 inch thick; at not more than 4-1/4 inches high, 6 inches long or 0.016 inch thick for each stamped card or each half of a double postcard; and at not more than 6 inches high, 9 inches long or 0.016 inch thick for each postcard. 201.3.7 requires an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive.
USPS Domestic Mail Manual 201
In house. Printing at MBI is commercial and variable-data printing produced in house.
printing services postcard mailing services direct mail cost
One-sheet · Printing
Guide · Printing
Three cards to scale
Questions
Questions an optometry practice asks before it mails
Searched for optometrist marketing, marketing for optometrists or eye care practice marketing? Same work, same answers.
Which two campaigns does an optometry practice run?
Two local ones. A direct-mail campaign announcing a new office or encouraging area residents to establish annual eye care, and a Facebook and Instagram local-awareness campaign that keeps the optometry practice top of mind, paired with local paid-social offers where appropriate. MBI plans, designs, prints, mails and runs both.
How does a new optometry office get in front of the neighborhood?
With a local direct-mail campaign announcing the new office. MBI draws the mailing area around it, writes and designs the announcement, prints it and mails it to area residents. The piece is one of the direct-mail pieces and postcards an optometry practice mails, including new-office announcement mailers.
How does a mailing encourage area residents to establish annual eye care?
The same local campaign that announces an office also runs to encourage area residents to establish annual eye care. Direct-mail campaigns for optometry practices are run to build local patient growth. MBI writes and designs that piece, prints it and mails it into the area around the practice.
What goes into a quote for an optometry postcard drop?
An optometry postcard drop has no list price. Every quote resolves to two costs, producing the piece and mailing it, and seven decisions move those numbers — among them quantity, format and finished size, data and personalization, and postage, mail class and sortation. The direct mail cost page, /capabilities/direct-mail/direct-mail-cost, sets out all seven.
Can an optometry campaign use anything from a patient record?
45 CFR 164.508(a)(3) provides that a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except a face-to-face communication made by a covered entity to an individual or a promotional gift of nominal value provided by the covered entity. An optometry audience is local geography, not a record.
Who answers for what an optometry ad claims?
The advertiser. Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.
What happens to an optometry mailing list before the drop date?
The optometry list is updated against the postal file first. USPS requires each address in a mailing at commercial First-Class Mail presorted or automation prices, or USPS Marketing Mail prices, to be updated within 95 days before the mailing date with an approved method such as NCOALink or Address Change Service; mail using an alternative address format is excepted.
Get started
Start an optometry campaign.
Say whether it announces a new office or asks the neighborhood for annual eye care, and the area around the practice it should reach. It goes to a real member of the MBI team, not a queue.