In the lightning-quick digital media realm, many eyecare professionals are still just getting started and can feel stumped about how to improve their web presence.

In the January 30 edition of CLICK Solutions we discussed taking a four step approach and we explored the first of those two steps: First—A professionally designed practice website. And, Second—An engaging Facebook business page.

In this edition, let's focus on the next steps: Three—Establishing an online review management program and Four—Establishing a patient engagement program.

Third—An Online review management program. A recent survey showed that 72 percent of consumers surveyed said that they trust online reviews as much as personal recommendations, while 52 percent said that positive online reviews make them more likely to use a local business. Consumers are persuaded every day by online reviews. Like them or not—they are powerful (positive or negative). And like it or not, consumers can post a review about your practice on a review site (i.e. YELP!, or Google+ Local), even if you have not set up a page.

Since people can, and do, post about their experience with your practice (and you), don't you think it would make sense to manage those interactions? Start by doing a Google search of your practice name, and your name, to see what comes up. From the results, make a list of the review sites you want to target to manage/monitor. It is important to "set up" or (as many review sites refer to it as) "claim" your business on their site. At that point, you can upload information, photos and content about your practice. You can also set it up to be notified when someone posts about your practice on their site. Then you can interact with the reviewer by thanking them for a nice post or deal with a negative post.

Consumers make decisions about where to get eyecare based on online reviews. Don't let online reviews just "float on the internet" without your being aware of what is being posted about your practice, and taking the opportunity to manage the process. The consequences can be positive or negative—it's up to you.

Fourth—Have a patient engagement program. Any savvy marketing expert will tell you that the goal of marketing is to develop brand name awareness. In other words, keep your practice name in front of a consumer (patient) so that when they are ready for an eye exam and/or eyeglasses, they will immediately think of you. If you have tens of thousands of dollars to spend on newspaper or TV marketing, that is an achievable task. But most ECPs don't have that kind of marketing budget. So how do you keep your practice name in front of the patient at a low cost? A good web presence combined with a comprehensive patient engagement program will give any size practice a chance to market on a "level playing field" with the big box retailers and online players. But the key is to take advantage of it, and many ECPs do not and are missing a terrific opportunity.

Start by taking an inventory of the ways you currently use the internet to stay connected with your patients. This includes activities such as e-newsletters, online appointment reminders, email birthday wishes, online surveys, encouraging online reviews, and much more. For a complete list of ways to stay engaged with your patients online, go to online and download a checklist of engagement tools/techniques.

To insure that your practice will enact valuable, practice-growing engagement tools, follow this plan:

  1. Develop a written Patient Engagement Plan (PEP);
  2. Decide what resources you are going to commit to the plan (mostly this is staff time);
  3. Appoint one of the staff members as "Patient Engagement Manager" (not a full time position);
  4. Have a formal monthly review of the plan and the results (create accountability).

Between these steps and the other two we reviewed, you can operate from a solid, four point strategy for using the power of the internet to grow your practice. Don't get overwhelmed by trying to tackle everything on the internet at once, just focus on being very good in these four areas. Once you have mastered them, expand into other internet/social media related activities.

Bottom line—your patients (and potential patients) are online looking for eye health and eyewear information. If you are not providing it on your well designed web site or Facebook page—it will result in lost patients. If you are not monitoring/managing online review sites—it will result in lost patients. If you are not staying engaged with your patients between eye exam and/or eyeglass purchases—it will result in lost patients. Implement this four-step plan and begin today to grow your practice by using the power of the internet and social media.

 

Bob Main is an optical industry veteran, with over 35 years of retail optical experience and the last seven years specifically focused on the internet and social media. As an Internet Business Coach/Consultant, Bob's blog offers ECPs and optical retailers the information they need to learn how to grow a practice/business using the power of the internet. Bob can be reached at bob@bobmain.net