INNOVATION IN YOUR OFFICE IS A GOLD MINE OF MARKETING MATERIAL — USE IT

“IN OUR practices, we use OCT scanning technology to obtain more detailed information of the ocular structures than has been possible by previous means,” as noted by Matheson Optometrists (http://bit.ly/2fLqveia ) in its “What is OCT scanning?” YouTube video. In about two years, that video has been viewed more than 55,000 times!

Like this practice, many of our offices utilize innovative technology every day. We often take this game-changing technology for granted by, unfortunately, failing to utilize its ability to help us build our businesses. You have a gold mine of marketing material in the technology you have incorporated into your practice. You simply need to start creating social media posts to highlight it.

LIST YOUR TECH

As optometrists, we utilize our technology so much, our familiarity with it can cause us to forget how impressive it is to patients. Place yourself in the patient’s shoes, and take a walk through your office. With a meticulous eye, take note of all the innovative products you utilize. Make a list of this technology as you go along. Do not forget the more subtle ones, such as your lensometer, autorefractor, UV meter and tonometer. Definitely include your most impressive technology, such as your OCT, VF units, slit lamp cameras, dry eye equipment and topographers. Make sure to list your specialty equipment, such as vision therapy tools, as well! Last, but not least, include your innovative spectacle and contact lens products.

OBSERVE ITS RELATIONSHIP TO THE PATIENT

Once you have your list, sit down and ask yourself, why is this technology important to the patient? How does it enhance the patient’s experience? How does it augment patient care? Why does this technology set your office apart from others? This is the type of information that can be used in a social media post to both educate and wow your followers.

GET CREATIVE

After you have an idea of how each piece of tech is important to the patient, start brainstorming creative ways to put that info to use. Video demonstrations of the technology and patient video testimonials of the benefits stand out, in my mind, as great ways to get the most impressions (a measurement for eyes on the post).

Pictures also work well but, for best results, put a creative twist on them. For example, my practice has found great success with before and after-type pictures, such as a resolving central serous chorioretinopathy imaged with OCT.

MARKET YOUR INNOVATIONS

Highlighting your technology via social media is an effective way to give current and prospective patients a reason to select you as their optometrist. It also gives your current social media followers a reminder as to why they continue to choose you. 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.