Most marketing conversations we have start with a business problem.  A practice might need more new patients, optical revenue could be down, existing patients may not be returning, patients might be walking with their script, or maybe something else.  In this session, we will explore how to work backward from your practice’s most pressing business needs to identify the right marketing strategies and optimize the patient journey to achieve your goals.  We’ll set the foundation by defining your practice’s one-liner and Ideal Patient Avatar (IPA), then move into practical tactics to improve key points throughout the patient journey.  We’ll also examine common marketing mistakes that waste time and money, identify the metrics that matter when measuring business impact, and provide an actionable evaluation checklist you can begin using immediately to identify gaps, prioritize opportunities, and maximize your marketing ROI.