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MAINTAIN A MODERN WEBSITE
Your website is your true first impression for your practice and it should be treated as important as your dispensary.
As mobile device usage continues to surge, we are now living in the mobile moment. Nearly 60 per cent of online
searches in the eyecare industry are being generated on a mobile device.
Google now provides two completely separate search results pages – one for desktop searches and the other for
mobile. If your website is not mobile friendly, your website will not show up for mobile search queries. They have
also shared the importance of website speed as a critical factor in determining how visible your website will be
on a Google search result page. Ensure your website is mobile-responsive and loading in under five seconds
(ideally in under three seconds) for an optimal patient experience.
CONSISTENTLY CONTRIBUTE
ON SOCIAL MEDIA
As brand loyalty exists at an all-time low, businesses
are now looking at new ways to reach a new audience
and keep their attention. Social media truly allows you
to do this and engage with your patients on an entirely
different level. The key to success with social media is
consistency. Choose a platform that suits your brand
well (Instagram for your high-end optical) and choose
a consistent posting schedule.
Ask or assign certain members of your team to be
in charge of this. Imagine being paid to spend time
on Facebook.
ADVERTISE
AUTOMATE PATIENT COMMUNICATIONS
One of the reasons we are finding patient loyalty decreasing is that people are
always looking for ways to save both time and money. The use and utilization
of technology within the patient experience is becoming vital to attract and
retain new patients. Millennials most requested way to communicate is
through text messaging – does your practice offer any type of text messaging
campaign? Can patients book their appointment online (through your web-
site or even Facebook Messenger)? Are you confirming appointments via text
message or email? How about post-visitsurveys? Recalls?
All types of communication between your practice and your patient can be ac-
complished through technology. Speak to your patient management software
company to see if they have this pre-built and ready to use. If they don’t, there
are several companies that specialize in providing services just like these.
As people spend more and more time online, it’s
almost impossible for your business to stay viable
without investing in some sort of online advertising.
Most online advertising can be broken down into
two types: branding and lead generation. You can
increase your branding efforts with campaigns
that are purchased by the number of impressions
(times your ad shows up) you want to have within
your geographic area. Lead generation can be
achieved with campaigns that are focused on
COMPARE YOUR COMPETITORS
As every business in every industry fights commoditization, it’s vital for your
practice to be different. This might involve selling unique frames, building
a funky (and memorable) dispensary, specializing in a medical niche or
carrying instruments that no one else does. Patients have choice and they are
finding medical professionals as they would any other business – through re-
search and word-of- mouth. They are in search of a business that they can feel
a part of. Everyone is in search for his or her tribe and providing something
performance (pay-per-click ads). different will help those people find you.
The various platforms that work well are Google Spend some time each month, maybe over a coffee, researching your compet-
AdWords, Facebook Ads, Instagram Ads, YouTube
and the Google Display Network. All of these plat-
forms are self-serve and have an entire library of
instructional modules to help get you started.
itors online. Try searching for various products, services and brands and see
who is appearing for those searches. Click and visit all the websites in your
area to learn what they are doing – how are they different from you? Through
this process, you will learn where the gaps in the market exist.
Kevin Wilhelm is the President of Marketing4ECPs – a digital agency focused
on providing marketing solutions for eye care professionals. To learn more
about our digital marketing program, visit our website at
www.Marketing4ECPs.com.
OPTICAL PRISM | March 2018 39