Leveraging Expertise for Your Web and Social Media Presence
As the digital realm continues to evolve, savvy practitioners and optical retailers are learning to leverage their own strengths – and leverage outside resources to help them elevate their operation's exposure on the web...
In this edition of CLICK we talk about how two busy optometrists have found a way to amplify their web presence by using a comprehensive new service. And we show how a brand's recognition is resonating with its contemporary customer targets – in a way that plays back to those ECPs who carry and support the fitting expertise required for today's modern eyewear.
REMEMBER: the easy-to-access CLICK Archive located under the CLICK button at VisionMonday.com, which features dozens of Cool Tools, Sites to See and other resources for building your web image and your office's connection to patients.
Have you tried something new on your website or launched a successful social media campaign? Tell us about it and we'll consider it for an upcoming feature in CLICK.
—The Editors
Outsourcing Web and Social Media Functions Is Working for Many Busy ODs
COLUMBUS, SC—Fully 65 percent of all adult internet users now say they use social networking sites like Facebook or LinkedIn, up from 61 percent one year ago according to Pew Research. Poll results also show that the total number of adults who use the tinternet has reached an estimated 163 million in the U.S. and one-third of those users are over the age of 50. For prospective patients, the Internet has become the unequivocal first step in making social and consumer decisions and now, the audience closely mirrors the demographics of the optometric patient population.
Optometrists and eye care professionals are rapidly addressing the idea that they now have two store fronts—the physical location where patients are seen and the cyber location where eye care professionals are meeting and greeting prospective patients. The quality of that welcome, its ability to attract eye care seekers, hold their attention and assist them with their decision making process determines the number of prospective customers that move from the cyber store front to become new patients in the physical store front.
That's the perspective of Daniel Rostenne, CEO of EyeCarePro who observes that many practices are starting to realize how powerful this medium has become for speaking to their community members of all ages. "We serve practices that only need a web site along with a spectrum of services to develop a fully outsourced solution that we call ODLingo," he explained. "We believe in a partnership with the practice that says 'We'll keep the new patient volume coming, and you practice optometry'."
Tommy Lin, OD, of Berryessa Optometry, San Jose, Calif., an avid marketer of his practice online, commented, "Unless you are an expert in optometric websites, search engine optimization and social media, which I am definitely not, outsourcing these initiatives is the way to go." Lim uses EyeCarePro and ODLingo, noting, "Before I started with them, I had your typical 'cookie cutter' website. Now I have a website that is dynamic, gets the attention of prospective patients by shouting, 'Try this office, they look like a practice that is up to date, professional and have a caring staff."
Another client, Eric White, OD, of Complete Family Vision Care of San Diego, reported that outsourcing has produced results. "In December, our practice had 55 new patients of which 27 were from our online activities through EyeCarePro. Because each practice community is different, a generic strategy is unlikely to work. EyeCarePro helps me generate over 20 patients every month, either directly or indirectly and that is a great return on my marketing investment."
ODLingo is a suite of services that combines website design, a SEO search engine optimization plan that gets the site to the top of Google, Yahoo and Bing pages, local search management that optimizes a practice site's visibility in their own geographic market, social media posting and content management and reputation management which helps a practice nurture its relationship with patients through surveys, reviews, newsletters, emails and texts.
One Brand Drives Consumer Eyewear Interest Via Virtual Try-On—And Drives Them to ECPs
NEW YORK—The internet is providing new and compelling ways for consumers to learn about trends, share ideas with their friends, and develop closer bonds with the brands they love.
ClearVision Optical is one eyewear company which has fervently embraced the internet and web technology for the launch of its Marc Ecko Cut & Sew collection, a brand embodying the spirit of this contemporary men's designer, targeting today's younger modern man. Using virtual try-on technology (VTO), the collection launched in a way which allowed its accounts to try the many new optical and sun styles in the new collection starting last fall.
And, this month, ClearVision is offering customers new ways to experience the Marc Ecko brand and drive them to eyecare professionals' dispensaries. With marceckoeyewear.com, accessible through the brand's own Cut & Sew Facebook page, virtual try on (VTO) enables Marc Ecko fans/consumers to virtually experience the collection from anywhere.
Noted ClearVision, "The Marc Ecko consumer is very savvy digitally and will gravitate towards this experience. Having the site pull through Facebook will generate additional likes and consumer sharing of images. To address this consumer's need for immediacy, the site features a Google maps store locator, accessible from anywhere on the site. This will allow the consumer immediate access to a potential store to purchase the eyewear. We believe this unique drive supports the brand and positions ClearVision as a business partner to our customers, reinforcing our commitment to social and digital media."
On the horizon will be a consumer social media contest and social "check in" promotion. A seasonal Style Tips page provides fashion tips and marries the eyewear to specific Marc Ecko fashions. Added Sheila Haile, Manager, Marketing and Creative Services of ClearVision, "With a technology like VTO, it is all about sharing with your friends and family and asking them what they think before you dive in for the purchase. This approach to our launch will also help our accounts who will want to make the connection with patients who respond to the collection's approach to today's young men's consumer, that 20 to 40-year-old Marc Ecko guy who is young in spirit, masculine and pays meticulous attention to detail."
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