Learning How to Hone an Online Presence
We take a look in this edition at how eyecare professionals can tap into a range of new resources (including CLICK!) to learn more about managing their online presence and bring new technology tools into their practice to build new and enhanced patient connections.
Remember to check into 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
Mobile Explodes for "Just-in-Time" Information
NEW YORK—The rapid adoption of cell phones and, especially, the spread of internet-connected smartphones are changing people's communications with others and their relationships with information. Users' ability to access data immediately through apps and web browsers and through contact with their social networks is creating a new culture of real-time information seekers and problem solvers, writes The Pew Research Center's Internet & American Life Project.
The information group, known for its authoritative research about the multi-media world and the web, has taken a look at the ways that people perform just-in-time services with their cell phones. And the implications for all businesses, including eye care and optical, are huge.
A new nationally representative survey by the Pew Internet Project has found additional evidence of this just-in-time phenomenon. Some 70 percent of all cell phone owners and 86 percent of smartphone owners have used their phones in the previous 30 days to perform at least one of the following activities:
- Coordinate a meeting or get-together — 41% of cell phone owners have done this in the past 30 days.
- Solve an unexpected problem that they or someone else had encountered -- 35% have used their phones to do this in the past 30 days.
- Decide whether to visit a business, such as a restaurant — 30% have used their phone to do this in the past 30 days.
- Find information to help settle an argument they were having — 27% haveused their phone to get information for that reason in the past 30 days.
- Look up a score of a sporting event — 23% have used their phone to do that in the past 30 days.
- Get up-to-the-minute traffic or public transit information to find the fastest way to get somewhere — 20% have used their phone to get that kind of information in the past 30 days.
- Get help in an emergency situation — 19% have used their phone to do that in the past 30 days.
Overall, these "just-in-time" cell users–defined as anyone who has done one or more of the above activities using their phone in the preceding 30 days–amount to 62% of the entire adult population.
Informative Webinars Provide Online Tips and Practical Tactics
NEW YORK—Eyecare professionals' growing awareness of the importance of a strong digital and social media presence for their practice and dispensing operation has mushroomed over the past two year. But once you're aware of it, what do you do about it? How do you manage it?
Many options exist, including a range of resources from such companies as CooperVision, Transitions, Hoya, and through ECPs alliances and buying groups like C&E Vision Services, Vision Source, IDOC, PEN and many others highlighted regularly in CLICK.
Coming up within the next few months, the opportunities continue for ECPs and their staff associates to learn about new platforms, find ways to manage their involvement, posts and patient interactions and find new avenues for practice growth. As well, emerging technologies which are transforming the eye care and dispensing experience require a learning curve but can lead to practice growth.
EyeCarePro is readying the second of its series of five webinars which are part of its " $1 Million Giveaway" initiative. The next one on the roster is presided over by Nathan Bonilla-Warford, OD, Bright Eyes Vision Care, a social media evangelist and frequent CLICK and VM contributor. Bonilla-Warford will be presenting on May 15th at 8:30pm EST on "Google+: Do I Have To?" Google's new social platform has been gaining traction and Bonilla-Warford was among the first users. He'll provide an overview and analyze the Google+ phenomenon and explain how Google+ works with the Google search engine, how marketers use Google+ circles, how to develop your practice's strategy using this tool and help attendees understand the overlap and differences between Google+ and Facebook.
The EyeCarePro series began in April with "Your Internet Marketing Strategy: Start with the Right Framework." On June 20th at 8:30pm EST will be "Using Patient Communication Tools Effectively: Expert Panel" moderated by Alan Glazier, OD, an experienced social media utilizer and author and regular CLICK contributor. On July 18th at 8:30pm EST is "Taming the Google Monster: Get the most from all things Google" and on Aug. 22nd at 8:30pm EST, "Five Fan Building Strategies that Work: Expert Panel."
EyeCarePro will be giving every practice attending over $1000 in vouchers from top industry partners at every webinar. All together, a million dollars worth of product and service value, says Daniel Rostenne, president and CEO of EyeCare Pro. For those who attend any webinar in the series, there are vouchers from EyeCarePro plus others from Eyemaginations, Websystem 3, EyeConx, and DemandForce. Details and policies are posted on EyeCarePro's site.
Also emerging in the eye care market are a range of new tech solutions that improve the patient's experience and the doctor and ECP's productivity.
Later this month is a free 30-minute webinar, "iPads in Eye Care" to be held at 3:00 pm EST and 12:00pm PDT on May 14th and May 18th, where attendees can learn how eye care practices are using iPads to improve the patient experience including new ways of automating the patient check in process, collecting patient surveys, how to go paperless, new patient education options to help "educate while they dilate," and more. The webinar is geared to optometrists, ophthalmologists, opticians, office managers, ophthalmic technicians and ophthalmic practice administrators.
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All webinar attendees have a chance to win a free six-month subscription to DocPIES, which earlier this year launched DocPIES|EyeCare, the first iPad application devoted to in-office patient education and communication. "The DocPIES | EyeCare app on an iPad offers practitioners the unique ability to engage and educate patients in a cost effective, affordable manner, ultimately elevating a patient's impression of their office," according to Blaine Ung, president of DocPIES. The DocPIES iPad app can only be purchased directly from the DocPIES website and is not sold through the consumer iTunes store.
To register for the May 14th webinar click here, and for the May 18th webinar click here.
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