LEND YOUR COMPASSIONATE, PROFESSIONAL OPINION TO POSTS

WITHOUT A doubt, social media has an influence on consumer’s day-to-day lives. Specifically, social media helps to keep us informed — or misinformed in some cases — regarding current events. Lately, my Facebook newsfeed has been flooded with posts and ads from companies, such as 1-800 Contacts, that have created quite a controversy. (See below.) The frequency and quantity of these types of social media campaigns appear to be increasing. I’m going to advise we take action.

COMMITTED TO SAFETY

Recent Facebook posts from 1-800 Contacts tout its new online service that provides a contact lens prescription. One featured a very well-done video that has more than 60,000 views, as we go to print. Dozens of people have engaged with the content. The comments range from praise to criticism. But, to my dismay, there is an overwhelming sentiment of excitement. It seems to stem from the public’s lack of understanding of exactly what this new online service provides.

My own personal opinions on this subject are strong, and I recognized an opportunity to help educate the public. Also, I felt it was my duty to my profession and my commitment to safeguarding the public’s eyes to say something. So, I left a comment expressing my concerns. I was pleased to see that my comment was engaged with, and it appears to have helped people understand how very different this online service is from an eye exam with their eye doctor.

This education begins in our offices with our patients. We simply must help our patients realize what value we provide them with and how drastically different our services are from online vision tests. Discuss the latest innovations in contact lenses, go over wear and care, and help patients understand why it’s necessary. Also, uncover unmet needs, and discover opportunities. Most critically, talk to patients about what we are doing and why. Then, let your words echo online through social media posts designed to disrupt our relationship with our patients.

CONCISE AND COMPASSIONATE

A quick and to-the-point comment shall suffice. Keep it respectful; keep it informative. Share your expertise, experiences and stories. The public doesn’t know what they don’t know. They are getting one side of the story. Let’s give them the other side from a compassionate optometric profession.

I encourage all O.D.s who come across a post that raises concerns, to leave a comment. It is yet another way to educate the public on eye-related issues. OM

DR. BAZAN is founder of Park Slope Eye, in Brooklyn, N.Y. He is a member of the AOA, NYSOA and the American Academy of Orthokeratology & Myopia Control. In 2014, he received financial compensation for services from Allergan, Bausch + Lomb, Vision Service Plan, Luxottica, The Vision Council and Foster Grant.