As optometrists, we find ourselves in yet another professional labyrinth: Having held steady ground at the brick-and-mortar level, we now must find our way through the maze of e-commerce. My goal with this article is to share a path to follow, based on our practice’s experiences, should you choose to venture into today’s booming mode of commerce. Keep in mind that patience and diligence will get you through the journey.

IDENTIFY A PROJECT MANAGER

Start by identifying a staff member who can work part-time as a project lead. This person will need to work in blocks of uninterrupted time to effectively compile necessary product information and images. Ideally, this project lead is computer savvy and creative, so that your site engages patients. To achieve the best results and a smooth workflow, ensure all the creative team members (owner, project manager, IT manager and all others involved) are on the same page. The project manager should schedule regular meetings, project reasonable timelines and be respectful of deadlines. It is essential to make this creative endeavor fun along the way, while understanding it will not happen overnight.

RESEARCH PLATFORMS AND VENDORS

In researching e-commerce, look at platforms and service vendors. In addition to platforms that target general consumers, a number of platforms specialize in eye care. Visit a variety of sites and personally use their navigation systems. Find a platform that you can relate to as a consumer. Think of retail sites where you like to shop: How do they look? How do they make you feel?

In addition, review the platform from the patient’s perspective. Overthinking the design can take you down a costly path. Is the platform you are considering simple or perhaps, too complicated? Ultimately, the goal is for your online store to be user friendly, attention grabbing and quick to deliver.

Remember to verify HIPAA compliance with the platform you select. Narrow the platform options to three for simplification, and have your creative team vote on the final selection.

CUSTOMIZE THE PLATFORM

Once the infrastructure has been determined, personally customize the platform with details unique to your practice, such as the logo. This step will solidify the success of branding yourself or the practice to the marketplace.

Schedule an overview with your IT person and merchant service providers. Collaboration of these two entities is crucial to having things run smoothly once the site is launched. Also, network integrations will be necessary behind the scenes, as you mold your online presence.

Next, compile a list of what you want to sell: glasses, plano sunglasses, contact lenses, medical accessories, cosmetic services, etc. Consolidate the categories, and list of items.

It is critical to understand each vendor regarding online sales agreements and financial obligations. For example, while developing our platform, we discovered that one vendor required us to produce $15,000 per month in online revenue. (I suspect that some of these vendor requirements will loosen as we move forward.) Depending on the type of products you plan to sell and your patient base, you may want to address additional issues, such as the platform’s compatibility with vision plans.

UTILIZE VENDOR AND PROFESSIONAL ORGANIZATION TOOLS

Once you determine which vendors you want represented, partner with their corporate marketing department. Many eye care associations and vendors have digital-ready social media libraries that contain high-resolution images available for your use. Some companies may require specific branding placements for their images. (Image sizes vary depending on the intended use, so be cognizant of image details for online purposes.) Some manufacturers will have their marketing team assist on special projects if the request is reasonable. Inspiration boards are helpful while compiling your overall online presence.

E-Commerce To-Do List

 

Assign a project manager.

 

 

Determine scope of project; create deadlines and regular meetings.

 

 

Research e-commerce platforms and applications.

 

 

Meet with IT expert for your practice, and align merchant services.

 

 

Create categories of goods and services.

 

 

Review vendor agreements for online sales.

 

 

Strategize with existing marketing tools available to eye care professionals.

 

 

Search stock images, and verify resolutions of those you choose.

 

 

Try an inspiration board to bring cohesiveness to the process.

 

 

Remember HIPAA along the way.

 

 

Keep things fresh!

 

SEEK TEAM INPUT

Engage your staff to offer suggestions for stock images. Companies, such as Shutterstock, Pexels and Unsplash, have deep image libraries available at little or no cost. Select images based on your target audience. Who is your average patient? What age group are you aiming to capture? Do your images resonate with that population?

Also, secure photographs that represent your style to maximize your marketing efforts. If you cannot find material that you like, entertain the idea of hiring a local photographer and corralling some of your patients as subject matter (with their permission, of course). This type of engagement can ignite enthusiasm with the staff and your existing patient base. Share your e-commerce project on your social media channels as you work through the process.

DELIVER EXCELLENT SERVICE

Ensuring product delivery and excellent service will require establishing a sequence of events that involves the notification of a purchase, initiating the order process and shipping to the patient. Fulfillment houses are available at some levels. At present, our practice processes orders internally.

Due to COVID-19 fatigue, there is a resurgence at present for patients to visit in person and experience that personal touch that has been missing in their lives. Personal interactions will continue to be a stronghold in our ever-changing industry despite the e-commerce movement. As a result, be sure to stay on your “A” game in person as well.

KEEP IT FUN AND FRESH

Know that you have to keep the site fresh in today’s marketplace — this will need ongoing nurturing, love and investment. Once you make it out of the maze, you will have to go back in again and again. This is the nature of the online labyrinth! Make it fun, and always be searching for what is new and innovative to share with your patients! OM

DR. LOGAN is owner of Logan Eye Care and has practiced in Florida since 1988. She is residency trained in ocular disease with a passion for longevity. Reach her at drlogan@loganeyecare.com