BUSINESS

  social media

Contact Lens Posts

Interact with your “fans” using these three techniques

JUSTIN BAZAN, O.D.

Contact lenses are a major focus in many optometric practices, so it is an important topic to keep in our marketing. Social media is an excellent tool to keep our patients engaged and up to date on the topic of contact lenses.

Here, I provide three contact lens-related posts that are sure to increase patient engagement.

1 The humorous post

Social media is full of funny. People love to laugh and often feel motivated to pass it on. A funny contact lens-related post with a subtle marketing message is a great start. For example, “We have a lot of patients who are squeamish about ‘touching their eye,’ but we take the most caring and gentle approach to ensure you have the best experience!”

It’s not difficult to find funny content. If you can’t think of something yourself, a simple web search will render seemingly endless results to share on your page. In addition, there are a number of excellent sources for humorous content on Facebook, including the Optometry Memes page (facebook.com/OptometryMemes).

2 The sensational post

“If it bleeds, it leads,” says the old news adage. The same is true for social media.

In this example, Park Slope Eye uses humor to engage its Facebook fans while also educating patients.

So, post articles that will grab attention and get a big reaction. Take the opportunity to ask questions about your fans’ contact lens habits or to share a bad experience due to poor contact lens compliance. Let your fans know how commonly it occurs and that you want to help ensure they don’t end up in trouble.

Unlike humorous posts, sensational posts often come to you. Whether from your colleagues, friends or patients, someone will inevitably share these stories with you. Also, if it’s a big enough story, most major news outlets will cover it, so chances are high that you’ll see it.

3 The “cool” post

“Cool” will vary with one’s particular fan base, so it is important to keep in mind who you are defining “cool” for. For example, if your audience is into technology, you could share the latest article about Google’s smart contact lens.

Also, “cool” posts can be generated from your own interests, such as sharing an article you found while reading The New York Times or ExtremeTech.com. Again, Facebook groups, such as ODs on Facebook, are great resources that offer curated content daily.

Patient engagement

There has never been a better time to find and share engaging content with your fans. By keeping your patients engaged in the topic of contact lenses, you are often making them better patients; ones who are open to trying new and, often more profitable, brands; and ones who understand the importance of proper wear and care. OM

DR. BAZAN IS THE FOUNDER OF PARK SLOPE EYE, IN BROOKLYN, N.Y. HE IS A MEMBER OF THE AOA, NYSOA AND THE AAOMC. IN 2014 HE RECEIVED FINANCIAL COMPENSATION FOR SERVICES FROM ALLERGAN, BAUSCH AND LOMB, VISION SERVICE PLAN, LUXOTTICA, THE VISION COUNCIL AND FOSTER GRANT. SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.