Cold Start practices have unique opportunities and challenges to face when it comes to marketing to new patients. PECAA's Marketing Business Advisor, Shelby Wade, helps us address these opportunities and challenges. 

Key Takeaways:

1. As a cold start, you have more time to focus on your business and your marketing. Don't be afraid to try new things and learn from the successes and failures.
2. Make the most of your budget. Start your marketing plan with low-cost options - social media, your website, and word of mouth marketing. Post as many updates throughout your opening process to your website and social media, well before you open. In adding, form partnerships with your business neighbors and attend community events!
3. The Five "T's" of Word of Mouth Marketing
   1. Talkers - Find the people who will talk about you
   2. Topics - Five people a reason to talk about you, your differentiator
   3. Tools - Help the message spread through your community
   4. Taking Part - Join in the conversation
   5. Track - Understand whether or not a strategy was effective. Track what they're saying and what they want. 
4. Key Marketing Milestones
   1. Designing your logo
   2. Website creation - this is where your patient experience begins
   3. Start your social media and build your Google business page
   4. Host a grand opening
5. Don't focus too much on the ROI. A lot of Cold Start marketing focuses on planting the seed for future patients. You want them talking at the beginning and to remember you when they need eye care. 

Shelby's book recommendation:

• Word of Mouth Marketing by Andy Sernovitz