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Posted on Monday, July 21, 2014 - 04:48 by NancyRausman

During a recent interview, Dr. David Kading, co-founder of Optometric Insights, a career coaching organization for optometry students and expert in private practice, commented that the future of optometry lies in specialization. “By specializing, optometrists can set themselves apart and open themselves to greater opportunities in patient care.”

Whether your specialty is contact lenses, pediatric eye care, glaucoma or vision therapy, or you have multiple sub-specialties within your Practice, you need to get the word out about it in order to really establish your reputation as an expert in that market.

Here are five ways to market your Practice specialties so that they will distinguish your Practice from the competition.

  1. Big and bold on your Practice homepage: Your areas of specialty should be displayed loud and clear to anyone that lands on your homepage. Also include pronounced links to additional information about the topic either on or off site. One of EyeCarePro's clients, Eye Services of Jackson, features Lasik on their homepage, have a look here: EyeServicesofJackson.com.
  2. Make it part of your Practice biography: Anytime you have an opportunity to write a description of your Practice whether it is on a social media site such as Facebook, Twitter or Google Plus, an online business listing such as Yelp or Yahoo business pages or an 'about our Practice' section on a press release, include your specialties in the description.
  3. Create a landing page for each specialty on your website: To really hone in on your experience and expertise, create a dedicated website page specifically about each of your specialties. For each area of expertise, you should have a page that is optimized for that particular topic by including key terms and links to any educational information you create about the topic to those pages. In addition to bringing attention to this area of expertise, you will rank better and improve visibility in the search engines for your specialties with pages dedicated to these topics. Here is a landing page which features City Optometry's dry eye clinic: City-optometry/dry-eye-treatment .
  4. Educate your patients and the community: Education will not only raise awareness of the availability and importance of your specialties but it will also establish you as the local expert. Reaching out to the community will build awareness and name recognition for your Practice. Write articles and press releases on the topic to post on your website, social media and in local news publications both on and off line. Seek out interview opportunities or when appropriate hold informational events in your office or throughout the community. Create information sheets to place in your waiting room and repost on Facebook. Visit schools or retirement homes. Create opportunities to get involved in the local community, specifically where it relates to health education.
  5. Run an integrated marketing campaign. Every once in a while it is worthwhile to run an integrated marketing campaign to promote your specialty. This can involve a sale, event or even just an organized promotion of one of your services. Create a slogan and a poster with enough information to show your audience the importance of the service. Distribute in print and online via social media, email marketing and your website.  
Posted on Thursday, July 10, 2014 - 06:05 by NancyRausman

A 2014 Key Internet Trends Report that came out in May gives a powerful message about online marketing. The report was presented at the esteemed Code Conference by Mary Meeker, a highly respected partner in the Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers which produces this report annually.

The report covered a lot of ground but a few key points were particularly relevant to ODs including the following stats (statistics gathered with help from our friends at The Optical Vision Site):

First, a few facts related to Internet and device usage:

  • The fastest growth in device usage has been in tablets and mobile data traffic.

  • Tablet units increased 52% in 2013 to over 80 million – this growth is faster than PC growth ever was.

  • Mobile traffic has grown over 80% from 2012 to 2013.

  • Mobile traffic now accounts for 25% of ALL web usage

  • Internet advertising rose 16% and Mobile Internet advertising rose almost 50% in 2013

  • People spend 20% of their media time on their mobile devices

  • Facebook leads social traffic referrals with 21%

  • Photo sharing is up 50% over 2013 in the first 6 months of this year

  • Smartphone subscribers are growing at a 20% annual growth.

  • Social media fans are more active than passive traditional marketing audiences – they choose to tune in, they share and they advocate.

Now check out these statistics and trends specifically related to healthcare:

  • 52% of consumers want health care related information online including tools, rankings for quality/satisfaction, reviews of doctors etc.

  • The US government has enabled change that push technology, including electronic health records (EHR) and even penalties for non-compliance.

  • Digitization of healthcare is happening: EHR is rising, 62% of consumers are happy to communicate via email

  • New health related technologies, apps and online health incentives are constantly being developed to aid in well being, medical diagnosis, health monitoring and more, bringing healthcare into the digital realm.

You can view the entire report presentation here: http://www.kpcb.com/internet-trends

What does all this mean?

The Internet and mobile revolution is happening at a rapid pace and the realm of healthcare is no exception. Don't get left behind. In order to grow your Practice you'll need to employ effective and efficient marketing strategy and you MUST have a presence online, on mobile and on social media.



Posted on Thursday, June 26, 2014 - 05:54 by NancyRausman

Do you feel like your Facebook page is lacking in showing off your Practice's personality? Looking for ideas to create more unique and interactive posts? We are here to help.

Starting July 1st, EyeCarePro is introducing a new free feature to all ODLite and ODLingo service clients - Social Sabina Says.

Throughout each month, our social media expert, Sabina Fonseca will be sending out via email six suggestions for timely, engaging and fun post ideas for you to create for your Facebook page.

To benefit from this service you just need to appoint at least one Internet Marketing Manager to be the contact point at your Practice and presumably the person that will upkeep your Practice Facebook page. This employee (or employees) should be versed in using Facebook and at least somewhat familiar with social media in general. Just provide your EyeCarePro web manager with your Internet Marketing Manager's contact information, including email address, and he or she will start receiving six emails each month with great ideas to get your Facebook Page hopping with more interaction.

A Bit About the New Service

The Social Sabina Says emails will not take place of EyeCarePro's regularly scheduled monthly Facebook posts and social media campaigns – the idea is to enhance your page and make it richer with more content that is original and unique to your Practice. The ideas will require some effort on the part of the Internet Marketing Manager, whether it is organizing a photo op, responding to and engaging with followers that have commented on the posts, or interviewing staff. With the ideas in place, the work should be minimal, yet the impact tremendous!

Another goal of this service is to get those creative juices flowing and to guide the social media manager at your Practice to be able to create and identify the kinds of posts that will create a richer, more engaging Facebook page that represents the personality of your unique Practice.

To start you off with a bit of posting inspiration, Social Sabina wanted to share this fantastic article from the Vision Web Blog which gives you 10 terrific tips on creating engaging content for your Facebook Page: Social Media for Optometrists-How To Create Content Your Followers Will Love.

If you would like to enroll or have any questions about this new service, contact us or speak to your web manager and get ready to see your Facebook Page blast off!

Also Introducing: Facebook Editor

EyeCarePro is introducing yet another way to personalize your Practice Facebook page, with the addition of Facebook Editor to our social media services. This gives clients the opportunity to preview the pre-written Facebook posts slated to be posted on their page for the next month and to edit/reschedule/delete or add to them as desired.

This service is available on request – just ask your web manager about it!

Posted on Thursday, June 19, 2014 - 04:53 by NancyRausman

Do you track what percentage of your website traffic comes from Google? More importantly, have you ever considered what valuable insight you can glean from this data?

Many website owners don't realize that the percentage of overall website traffic coming from Google can give you an instantaneous measure of what you are doing right and what you are doing wrong with your online marketing strategy.

The bottom line is that when it comes to Google Traffic, it is critical to strive for balance. Too much or too little traffic from this one source means that you need to adjust your strategy.

Let's explain by way of an example. First let's take a Practice that gets 100 visits to its' site, only 10 of which are from Google. It is pretty obvious that the rankings for this Practice are terrible and that potential patients can't find them via search engine - so they need to focus on some serious SEO improvements.

Now say that there is a Practice that gets 100 visits to its' site, 90 of which are visitors from a Google search. Practices that have too high a percentage of Google traffic are not getting enough direct traffic (traffic driven to the website by a link such as in an email or by people who just type in the URL). This is also VERY BAD! Why? Because it means the Practice is failing to drive existing patients to the website. There is no outreach to patients with links to fill in forms or to schedule appointments, no marketing emails about new products, relevant services etc... In other words, the Practice is really missing out on effectively marketing to their existing patient base. (See our blog post, The Surprising Truth About Your Website Audience to understand why marketing to existing patients is so important).

So, what's ideal in terms of the balance of traffic? After looking at traffic for about 1000 Practices, we found the Google Traffic 'SweetSpot' to be 40-60 percent of all traffic. This range shows the Practice is doing a balanced mix of marketing to existing patients and still getting a good amount of traffic from Google. Anything outside those bounds means too much Google Traffic (not enough marketing to existing patients) or too little Google Traffic (poor rankings).

Next Steps. . .

If you are a current ECP client and have filled in your Practice details in the PowerData section of your report, you will get Google Traffic data along with a plethora of other statistics that will help determine how successful your online marketing really is. The data will help you move forward to improve your online marketing and grow your Practice. 

Got questions about your Practice's traffic balance? We're here for you. Contact Daniel at 412-532-6542 or email him directly at daniel@eyecarepro.net!

Posted on Thursday, June 12, 2014 - 03:29 by NancyRausman

 “Destination continuing education” can be found in almost every country around the world and now for the first time, a unique approach to continuing education will be available in 2014 and 2015 in Israel. Recognized for their online marketing services and virtual conferences (SiB and CEiB), EyeCarePro is now expanding their educational programs by sponsoring two upcoming, live continuing education programs that will be held in Israel and combined with once-in-a-lifetime cultural and historical tour activities.

Regardless of how we are working with optometrists, education is always front and center for us as an organization,” stated Daniel Rostenne, CEO of EyeCarePro. “Given our connection and knowledge of Israel, we saw a unique opportunity to organize and sponsor a program to bring optometrists from the US and Canada to experience both the eye care innovation Israel provides along with history that is unlike anywhere else in the world.” EyeCarePro is a sponsor of CEIsrael Optometry.

The program will feature lectures by optometrists practicing in Israel, researchers and entrepreneurs involved in cutting edge eye care technology advancements. Bar Ilan University professors will conduct many of the CE courses. Attendees will be able to tour manufacturing plants, clinics and research and development labs where many new inventions are being developed. “We are having a hard time squeezing in all of the amazing opportunities,” reported Michael Porat, CEO of Two Shekels LTD and organizer of the effort. “Most people have heard the phrase ‘Start-Up Nation’ applied to Israel but don’t necessarily realize that it applies to optometry as well. As a matter of fact, attendees will be receiving the book, “Start Up Nation” as part of our tour.”

There are two, ten-day programs available – November 2014 and June 2015 - at this time, with additional dates to follow. “We have received a lot of interest from optometrists we have met with,” indicated Porat. “Our November trip will lean towards Christian sites for the historic aspects of the tour while our June program will lean more towards Jewish sites.

Arrangements for the itinerary of tours and lectures are well under way with the EyeCarePro team on the ground in Israel, already having conducted successful tours with ODs on a smaller scale. “I toured Israel with a colleague last year with the EyeCarePro team and tour guide and all I can say is that we are still talking about it,” reported Dr. Alan Schlussel, a practicing optometrist in New York. “I would highly recommend this program to all of my colleagues as it was well run and managed and our guide was extremely knowledgeable and brought the country to life for me and my family.”

Interested optometrists and sponsors can view the itinerary, registration and cost structure at www.ce-israel-optometry.com. The company anticipates 30 to 35 registrations available for each of the two trips and will then expand based on demand for additional seats.

For more information contact Michael Porat, at michael@ce-israel-optometry.com or by phone, 347-618-0784.  

This entry was posted in and tagged CE Israel, continuing education, optometry tourism, optometry meeting


Daniel Rostenne Daniel Rostenne is a leader in the online optometric community and has made a career of creating and promoting effective web sites for optometric practices. He is a COPE educator, editor of Optometry Web, a regular speaker at eyecare events & conferences and has been widely published in Optometric e-zines. Daniel is an expert in Search Engine Optimization and Social Media Optimization, in particular as it relates to best practices for Optometrists. You can sometimes find Daniel daydreaming on Google+.

Contact Daniel: 866-886-4442 or danielr@eyecarepro.net

Nancy Rausman Nancy Rausman is the managing editor of the EyeCarePro blog and Optometry Web Newsletter. She is responsible for providing ECPs with educational content that helps them advance their practices through technology, management strategies and digital marketing.

Contact Nancy:nancy@eyecarepro.net