To access the marketing module, click on the yellow arrow on the right-hand side of the module icons at the bottom of the page.

This will display a new set of icons.

Click on the new icon called 'Marketing'.

 

Uses Of The Marketing Module

By default, when you open the Marketing module it is set to marketing mode which means it will only list and communicate with patients that have the appropriate communication preferences.

You will need a marketing communication set up to use the module in marketing mode. (see page 17).

• If a letter commuincation is selected, any patients who have 'Stop All Marketing' ticked, will not be shown in the marketing targets list.
• If an email communication is selected, then only patients who have an email with 'Yes' selected to the option 'Email News Updates' will be listed. (Email News Updates is an option on the front tab of the patient record). Patients with 'Stop All Marketing' will not be shown in the marketing targets list.

• If an SMS communication is selected, then only patients who have a mobile number with 'Yes' selected to the option 'Contact by SMS?' will be listed. (Contact by SMS is an option on the frotn tab of the patient record). Patients with 'Stop All Marketing' ticked will not be shown in the marketing targets list.

To use the Marketing module to send an information communication to all your patients and ignore the marketing communication preferences, then tick the box at the top of the screen called ‘Ignore Communication Preferences'.

• If a letter communication is selected, then all patients with an address will be shown in the marketing targets list.
• If an email communication is selected, then patients who have an email address with either ‘Yes’ or ‘No’ selected to the option ‘Email news updates’ will be listed.
• If an SMS communication is selected, then patients who have a mobile number with either ‘Yes’ or ‘Recall Only’ selected to the option ‘Contact by SMS?’ will be listed.

Researching your patient database. You can also use the Marketing module to research your patient database and see how many, and which types of patients fall into different demographic selections. To ignore all communication preferences and search the patient database tick the ‘Search Patient Database’ box. All patients will be included in the list.

 

Selecting A Communication

The available marketing communications that can be sent from module are listed in the drop-down at the top of the screen.

Clicking the ‘Preview’ button next to the drop-down list will show a preview of the communication that is going to be sent.

 

Filtering The Marketing List

The criteria available down the left-hand side allows you to use your patient demographic information to create a targeted marketing list.

Criteria Field name	Details of calculation of criteria
Postcode Area	Looks for patients whose postcodes start with this value (e.g. CF or CF1)
No eye exam since	Looks at patients’ most recent prescription date not counting re-test, non-sight-test, and non-sight-test-valid-rx.
Has eye exam since	Looks at the patients’ most recent prescription date not counting re-test, non-sight-test, and non-sight-test-valid-rx.
Eye exam due from	Looks at the next due date of a patient’s most recent prescription, not counting re-test, non-sight-test, and non-sight-test-valid-rx.
Eye exam due to	Looks at the next due date of a patient’s most recent prescription, not counting re-test, non-sight-test, and non-sight-test-valid-rx.
No CL check-up since	Looks at the patient’s most recent CL prescription of any type (unless created from the trials form and not brought through to CL rx).
Has CL prescription	Looks at patients with any CL prescription of any type (unless created from the trials form and not brought through to CL rx).
Min sph	Patient’s most recent prescription not counting re-test, non-sight-test, and non-sight-test-valid-rx.
Max sph	Patient’s most recent prescription not counting re-test, non-sight-test, and non-sight-test-valid-rx.
Min cyl	Patient’s most recent prescription not counting re-test, non-sight-test, and non-sight-test-valid-rx.
Max cyl	Patient’s most recent prescription not counting re-test, non-sight-test, and non-sight-test-valid-rx.
Min add	Patient’s most recent prescription not counting re-test, non-sight-test, and non-sight-test-valid-rx.
Max add	Patient’s most recent prescription not counting re-test, non-sight-test, and non-sight-test-valid-rx.
No marketing since	Will only include patients in the list that have not received a marketing communication since the specified date, looks at the Patient Communication tab and the communications sent and marked as marketing and not part of a recall scheme.
No specs purchased since	Looks for patients that have not had a transaction with a 'SPECS' reference since the specified date.
Specs purchased since	Looks for patients that have had a transaction with a 'SPECS' reference since the specified date.
Purchased specs costing between	Looks for patients who have had transactions with a 'SPECS' reference that have a value between the amounts entered.
Purchased sunspecs costing between	Looks for patients who have had transactions of a product group of Sunspecs with a value between the amounts entered.
Purchased products from supplier	Looks for patients who have transactions of a product that is linked to the supplier entered.
Purchased products called	Looks for patients who have transactions with a product description containing the text entered.
Purchased products from range	Looks for patients who have transactions of a product where the product range contains this text.
Has these analysis codes	Looks for patients that have this analysis code selected. If more than one analysis code is selected in this box, then the patient must have all the codes to be included in the marketing target list.
Has none of these analysis codes	Patient is excluded off the marketing target list if they have any of the selected codes assigned.
No recall since	No recall communications sent to the patient since the specified date.
No recall due before	Patient has no unsent recall communications due to go before this date.
No appointment after	Patient has no appointments booked after the entered date. Looking at the appointment diary for all branches.
No appointment before	Patient has no appointments booked before the entered date. Looking at the appointment diary for all branches.
Fallen off recall from	Patient's recalls are not stopped, there is no recall communication due to be sent, the last recall was sent on or after this date, and the patient has no appointment booked today or in the future.
Fallen off recall to	Patient's recalls are not stopped, there is no recall communication due to be sent, the last recall was sent on or before this date, and the patient has no appointment booked today or in the future.
Joined from	Looks for patient records who have a join date (auto created on further details tab of patient record) after the entered date.
Joined to	Looks for patient records who have a join date (auto created on further details tab of patient record) before the entered date.
Patient source	Patient has the selected patient source option selected on their patient record (further details tab).

Once you have selected all your relevant criteria. Click the button ‘Find Marketing Targets’.

Clicking this button will search your patient database for patients whose demographics fit the selected criteria.

Once complete the marketing targets will be listed in the box on the right had side and the number of patients listed will be shown just below.

 

Append Marketing Targets

The ‘Append Marketing Targets’ button allows you to create one marketing target list from two different sets of criteria.

Select your first set of criteria and click ‘Find Marketing Targets’, this will generate a list of patients who fit the search. Then reselect the criteria for your next search and click ‘Append Marketing Targets’. This will add the new list of patients to the original list, creating one set of marketing targets to send communications to.

This feature is especially useful when using the analysis code criteria to select patients.

If you are trying to create a target marketing list of patients who have one analysis code OR another analysis code, you will need to use the ‘Append Marketing Targets’ button.

This is because if more than one analysis code is selected at the same time when you click ‘Find Marketing Targets’, only the patients who have all these codes assigned to their record will be listed as marketing targets.

To create a list of marketing targets that have at least one of the required codes assigned to their record, select one analysis code only, then click ‘Find Marketing Targets’. Then untick your original selection and tick the other analysis code you would like to search, now click ‘Append Marketing Targets’ to add the patients from this search to the marketing target list. You can repeat this process as required.

 

Sending Marketing Communications

To send the selected communication to the patients in the Marketing Target list, click the ‘Send Communications’ button.

After clicking the 'Send Communications' button, the following pop up will appear.

After clicking 'Yes', please wait while i-Clarity sends the communications or creates the marketing letters.

Once complete you will be shown a message to advise the process has been completed.

 

Exporting Marketing Targets

The other option to sending communications directly though i-Clarity is to export the marketing information into a spreadsheet and use this information outside of i-Clarity to send the communications.

Once you have generated your list of marketing targets click the ‘Export Marketing Targets’ button.

Once you have clicked the ‘Export Marketing Targets’ button you will be presented with the following message.

When you send a marketing communication through i-Clarity it gets recorded on the communications tab of the patient record so that you can use the 'No Marketing Since' feature effectively. If you are exporting the list there is no communicaton to record, therefore i-Clarity gives you the option to record the export so you can still effectively use the 'No Marketing Since' criterion.

Clicking 'Yes' or 'No' to this message will move you on to the next step.

A Windows Explorer window will open allowing you to choose a location to save the excel document and create an appropriate name for your file.

Once the excel file has been created it will automatically open for you to view.

 

Marketing and Analysis Codes

There is a feature within the Marketing module that allows you to assign an analysis code to the patients listed as marketing targets.

Firstly, make sure the analysis code you want to assign to the patients is on the system.

If it is not, then an analysis code can be added to the system in the maintenance module in the analysis code tab.

Once you have created the list of marketing targets using the search criteria in marketing, select the analysis code you would like to add to their record from the Analysis Code drop-down.

Once selected, click the 'Assign Analysis Code to Selected Patients' button. This will assign the analysis code to all the patients in the marketing targets list.

 

Examples/Ideas:

• You could use this feature to categorise your patients into different spectacle spend groups and then apply an analysis code to their record e.g. Gold Patient, Silver, Bronze etc. This analysis code would then be on the front of the patient record to alert i-Clarity users of the spend level of this patient.
• If you are sending a lot of communications through the Marketing module and you want to prevent some communications being sent to patients who have had similar marketing but not prevent all patients from receiving teo or more marketing communications, the criteria 'No Marketing Since' may be too generic.
  You can create an analysis code for each of the marketing communications you are sending in Maintenance. Before sending your marketing communication, you can apply this related analysis code to all the patients in the marketing target list.
  This means that if required, you can prevent patients who have received a specific type of marketing communication from appearing in the marketing target list of another campaign.
  To prevent these patients appearing in the marketing target list, tick the box next to the analysis code in the box titled 'Has none of these analysis codes'.

• The 'Has none of these analysis codes' feature is also useful to prevent sending a duplicate communcation to a patient. For example, you may have a communcation that you want to send to a large list of marketing targets, but you want to do it in smaller groups over a period of time rather than all in one go.
  Apply an analysis type to all patients listed in the smaller group before sending.
  When sending the next small group, select the applied analysis type from the 'Has none of these analysis codes' before clicking 'Find Marketing Targets' to ensure you do not send a duplicate to a patient. Then before sending, apply the analysis type to the next group of patients.

 

Campaigns

A campaign is thought of as a selection of criteria. If you feel there is a certain selection of criteria that would be useful to use again, in the future or on a regular basis, then you can save a campaign. This eliminates the need for a manual selection of criteria again in the future.

Saving A Campaign

Once you have selected all the required criteria, click on the 'Save Campaign' button.

This opens a new Save window.

By default, the system is configured for you to save the selected criteria as a new campaign.

Type the name of your campaign in the 'Save As' field.

Then click on the 'Save' button.

If you would like to update the criteria against an already saved campaign, tick the box next to the existing campaign and then click 'Save'.

 

Loading a saved Campaign

To load a saved campaign, click on the ‘Load Campaign’ button.

A load marketing campaign window will open.

Click to highlight the campaign you wuld like to load.

Then click 'Load'.

This will automatically close the window and select the relevant criteria on the main marketing form.

You can now continue with the process of creating a marketing target list by selecting a communcation.

Click 'Find Marketing Targets'.

Then either 'Send Communications' or 'Export Marketing Targets'.

 

Deleting a saved campaign

To delete a now obsolete saved campaign, click on the 'Save Campaign' button.

In the new window that opens, click to highlight the campaign you would like to delete.

Then click delete on your keyboard.

 

Creating A Marketing Communication

Marketing communications are set up in the 'Ad Hoc Comms' tab of the Maintenance module.

 

Adding A New Communication

A new communication is added to the 'Ad Hoc Comms' tab by completing the bottom line.

After clicking 'Add', the communication will be added to the grid above.

To add the content to your communication, double click on the Content box.

Because you have already added the communicaion with a communication tye, double clicking on the content box will open the applicable window for the content you are adding.

 

Adding Email Content

Once complete, click the 'Save' button.

The email subject can be typed into this field on the grid.

 

Adding SMS Content

Once cmplete, click the 'OK' button.

 

Adding A Letter

If your communcation type is a letter, type the file name of the document, including the file extension, directly into the Content box.

(If you have not already set up and saved the document, please see Word document set up below).

You can find the file name by following these steps:

Firstly, open the file location but do not open the document.

 

 

Word Document Set Up

Save your Word document in your Ad Hoc folder. You can find out where this is by going to your Branches tab in Maintenance:

When you have your content for each of your patient letters saved, you need to input "placeholders" in order that the patient's details will be mail merged into the document. You need to export a sample mail merge file from i-Clarity to use in your document.

You can now save the changes to your document.