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Here’s Why You May Have Seen a Drop in your Mobile Traffic

Here’s Why You May Have Seen a Drop in your Mobile Traffic

Something is brewing over at Google. They are keeping their lips shut tight so there isn’t a lot of information available right now, but it seems as though they are testing out a bunch of changes with their local rankings, specifically how the local search results are appearing on mobile devices. We have noticed changes in how the search results appear for local businesses on mobile as well as some traffic fluctuation for a number of our clients. Firstly, we have seen instances where Google has reduced the number of results shown on the first page of a local mobile search from 5 to 2-3 results. This could reduce the amount of visitors to sites in the 3-5 spots that are now relocated to page two of the search results. Secondly, we have noticed that in some cases Google has listed a Practice’s Google My Business Page in the results with no link to the actual Practice website. That means patients on mobile devices may be coming to you directly from your Google My Business page and not through your website. Ultimately, as long as your business page is up to date this shouldn’t affect conversions since the users are being brought to your Practice’s online property and contact information,...
OCuSOFT® Launches New and Improved Website at www.ocusoft.com

OCuSOFT® Launches New and Improved Website at www.ocusoft.com

OCuSOFT Inc., a privately-held eye and skin care company with an established reputation for innovation in eyelid hygiene and ocular health, is pleased to announce the launch of its newly redesigned website at www.ocusoft.com. The new website showcases not only the company’s central focus on eye care, but also its continued expansion into other markets with a wide selection of products ranging from eyelid cleansers and artificial tears to cosmetics and office supplies to meet the needs of health care professionals and patients alike. Along with a fresh look, the new website is mobile friendly, has a more user-friendly interface, improved navigation functions, simple search options, access to order history and a secure online shopping cart for quick and easy purchasing 24 hours a day, 7 days a week. The new website provides a quick purchase list for added convenience to all repeat customers and allows for easy registration and access to the OCuSOFT® Rewards program where shoppers earn points for every dollar spent. It also hosts useful resources including product instructions, videos, patient testimonials, current news and professional journal articles. Cynthia Barratt, President/CEO...
Filed in: Products, Technology
How to Get Started With Your Practice Video Marketing [Part 2]

How to Get Started With Your Practice Video Marketing [Part 2]

In digital tip #45, I explained why it’s time to start using video to promote your Practice. Effectively employing video to enhance your practice marketing requires strategy and planning. While there is no limit to the number of or possibilities for the videos you can create, you want to approach each one with a professional and organized method. First you need to decide what you want your video to accomplish. Here are some questions to answer to get you moving in the right direction:   Is there a specific type of patient you are targeting in your community? Is there a specialty, a procedure or service you are looking to promote? Are there particular frame styles, products or equipment you would like feature? Is there something unique about your own expertise or staff member skill set that you need to be able to communicate on video? What areas of your Practice and which staff members do you want to be sure to include in the footage? Once you have answered those questions and have a better idea of the strategy you want to take with your marketing video you can decide what you want your video to be about. While some ODs like to start with an introduction to the office, others...
When to Use a Social Media Agency

When to Use a Social Media Agency

When your car goes on the fritz, where do you go? Take it to your trusted auto mechanic. If you have appendicitis, whom should you see? You should see your doctor, STAT. When your pipes burst, whom do you call? Call a plumber ASAP. If you need to fly somewhere, who is in charge? Trust the trained pilot. What do those four occupations have in common? They’re all specialists, trained in one area to be the best at what they do. Their unique set of skills and knowledge means you can rely on them to perform the job you need. They’ve seen it all; your request is nothing new. They do the task right the first time, saving you time and money. As wise old Plato said, “Each man is capable of doing one thing well. If he attempts several, he will fail to achieve distinction in any.” Just as you wouldn’t want a professional ballet dancer to build your house, why would you trust the marketing and social media needs of your business to an untrained amateur? Let’s back up a minute. If you have someone on your staff that is an experienced writer, SEO pro, and social media expert, by all means, tap him or her to help promote your business and brand. But chances are slim—no matter what size...
Seeing is Believing (SiB 2015) Returns to a Screen Near You Jan. 28 and 29, 2015

Seeing is Believing (SiB 2015) Returns to a Screen Near You Jan. 28 and 29, 2015

The Seeing is Believing virtual conference (SiB 2015) is returning on Jan. 28 to 29, 2015, from 12 pm-7 pm EST for its third year with 20 COPE-approved CE credits with 10 courses on practice management. The two-day virtual event is a convenient alternative to conventional trade shows featuring some of the industry’s top thought leaders and educators. This year’s show introduces a new advancement for exhibitors with a vendor video theater, where virtual attendees can watch a vendor education video and take a quiz to earn a vendor special show offer. This year’s speakers include well-known industry influencers including Jay Binkowitz, Optometric consultant and President of GPN; Matt Geller, Founder of OptometryStudents.com and NewGradOptometry.com; Stephen Newman, ocular nutritionist and author; Alan Glazier, CEO and founder of Shady Grove Eye and Vision Care, author and consultant; and Laurie Sorrenson, practice owner and frequent lecturer. Topics will span the gamut of optometric interests including advancements in research, medical treatments and technology and marketing, staffing and business strategy. Attendees are encouraged to chat with the instructors and interact with their...
Switch Vision: A New Vision For The Brand Website

Switch Vision: A New Vision For The Brand Website

Premiering in 2009, Switch Vision revolutionized the sun performance eyewear category by introducing the world’s first solution utilizing Magnetic Interchange Technology. Switch products are known for their unparalleled convenience, speed and ease of use by utilizing magnets embedded in the frame and lens to enable users to swap out lenses and eyecups quickly and easily as light conditions and activities change. Switch Vision is proud to announce the launch of the brand’s remodeled website (www.switchvision.com) featuring an updated UI experience among many other new and exciting features. “As a brand on the cutting edge of technology-based sunwear solutions, we felt it was time to switch up our website walking into 2015.” states John Minnick, Marketing Director at Switch Vision. “Our net and social media footprints have categorically grown since the brands inception through our focus on building active community engagement and outreach. Our new website is the next step in terms of full customer and consumer integration.” Some special areas of interest on the site include the live social media feed located on the home page, a lens simulator module highlighting the wealth...
Filed in: Eyewear, Technology
Introducing ClearVision’s PuriTi Titanium Video Series &  the Latest PuriTi Releases

Introducing ClearVision’s PuriTi Titanium Video Series & the Latest PuriTi Releases

Eyewear industry leader ClearVision Optical introduces three new styles to its PuriTi 100% titanium eyewear collection. Coinciding with this release is the fourth installment in the PuriTi video series, PuriTi 100% Titanium Eyewear: The Element of Style, available on ClearVision’s YouTube channel, youtube.com/ClearVisionOptical. PuriTi titanium eyewear provides sleek, modern designs and technologically advanced construction. Each lightweight, handcrafted design is enhanced using an innovative ion plating technique that provides strength and richness in color. PuriTi also provides the hypoallergenic, anti corrosive benefits associated with titanium, available at an attractive opening price point. All PuriTi frames offer integrated spring hinges. The Element of Style video was designed to showcase the style factor of the PuriTi collection, and uses specific key words and images to reinforce this concept. A new image of the PuriTi model is also revealed in the video. New styles include: PuriTi 307: A classic design offering a narrow front shape and very subtle textured temple accent. Available in Brown and Gunmetal Matte. PuriTi 308: A classic yet softer eye shape complemented by thin,...
Filed in: Eyewear, Technology
Essilor Announces Mobile App To Provide Credible Eye Health Information, Encourage Eye Exams

Essilor Announces Mobile App To Provide Credible Eye Health Information, Encourage Eye Exams

In response to growing demand for timely, reliable eyecare information online, Essilor of America announces the development of a new mobile application for consumers. Once launched, the AskAboutEyes app will help consumers find relevant information on individual issues or concerns about their eyes prior to visiting their eyecare practitioner (ECP). While only 3.5 percent of eyewear is purchased online today, nearly 40 percent of consumers reportedly search the web for information prior to visiting an eye care practitioner. Because of the specialized nature of eye care, there remain very few trusted and credible options for consumers seeking information on vision and vision correction, even among traditional medical resource websites. “We at Essilor know that a trained eyecare practitioner is the only way to get accurate recommendations for vision correction options, as well as the diagnosis and treatment of any eye condition or disease, but we also recognize that many consumers like to feel informed and prepared before meeting with an eyecare professional,” said Howard Purcell, OD, FAAO, Dipl., senior vice president customer development, Essilor of America. “The AskAboutEyes app...
Discover 4 ways to improve your Practice site by analyzing your Average Pages Per Visit

Discover 4 ways to improve your Practice site by analyzing your Average Pages Per Visit

Google Analytics gives you lots of data about your website traffic, but very little useful information. One important data point it does provide is “Average Pages Per Visit”, which is an indicator of how engaging your website is. Now, let’s provide some information about that number. Without question, if that number is too low… below two pages per visit, the chances are that something is wrong with the content of your website or your web traffic may not be attracting its target audience. Our analysis of over 1000 optometric websites found that Practices with less than 2 pages per visit often had other negative traffic factors such a low time on site or a very high bounce rate. In short, visitors just aren’t finding what they’re looking for on your site, so they leave. To fix the problem, consider these four factors: 1) Take an objective look at your website, or, better yet, contact your website support and ask for their ideas on how to make your website more appealing and easy to read. 2) The top information that visitors look for on a website is: doctor info, location/directions, hours, and insurance information. Make sure those items can be easily...
Filed in: Marketing, Technology
C&E Vision Releases myCloud – Web Based Transaction Archive

C&E Vision Releases myCloud – Web Based Transaction Archive

C&E Vision, one of the industry’s largest optical buying groups, has just released a new service called myCloud™ to its members. myCloud is a cloud based transaction archive that holds 6 years of member monthly statements, vendor invoices and product purchasing reports. Although C&E Vision has been providing monthly statements and vendor invoices online for some time, this new service allows members the ability to gain access to 6 years’ worth of data as well as analyze purchase data by vendor sku with a breakdown that shows tax, freight and number of products ordered over an extended period of time. “We all know how important statement and invoice data is for record keeping but sometimes life gets in the way.” says Steve Wagner, Principal of C&E Vision. He continues with “With unforeseen issues such as fires, floods, or simply misfiling our members need access to their information within minutes when researching is necessary.” In today’s age it is crucial to have needed information at your fingertips and C&E Vision is there to help. With over 6 million invoices and 300 thousand statements members will be able to access what they need when they need it....
Your Practice Is Unique: Differentiate By Promoting Your Specialty

Your Practice Is Unique: Differentiate By Promoting Your Specialty

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...
Google Traffic Can Speak Volumes About Your Online Strategy

Google Traffic Can Speak Volumes About Your Online Strategy

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...
How to Get Your Patients Through Your (Website) Door

How to Get Your Patients Through Your (Website) Door

As we explained in our last digital tip 27, your website is open 24/7 representing your Practice to attract and engage patients on your behalf. In addition to driving new patients to your Practice, an equal priority of your website should be to service your existing patients by offering assistance, time-saving conveniences, information about services and products and your professional expertise by way of vision-related content. But if your existing patients are already happy with your services, how do you get them to your website? The first step in creating an online Practice that works for you round-the-clock is to ensure that it offers value through patient forms and continually updated content. You need to create a reason for existing patients to visit and much of this is done through educational content and practice news items via blog updates, press releases, videos etc. Click here to access more information on how to create engaging content on your website. Once your website has valuable things to offer, you need to incorporate a few best practices into your office procedures and marketing efforts to drive existing patients directly to your website on a more regular basis: Add...
Diane von Furstenberg Unveils Limited Edition Google Glass Collection

Diane von Furstenberg Unveils Limited Edition Google Glass Collection

Today, Diane von Furstenberg and Google join forces to launch the DVF | Made for Glass collection, a collaboration that melds the boldness and creativity of Glass Explorers with the confidence and independence of the DVF Woman. The brands first collaborated on a short film “DVF Through Glass” which provided an insider’s view of Diane von Furstenberg’s Spring 2013 runway show. The limited edition collection of frames and shades is a watershed moment between technology and fashion. “I have always been fascinated by technology and as a brand, DVF embraces technology,” says Diane von Furstenberg. “It is a very natural fit for us and we are delighted to be on the forefront with Glass.” “We’re thrilled to collaborate with DVF once more to further transform eyeglasses – the oldest wearable technology in human history – into something modern and fashionable,” said Isabelle Olsson, Lead Designer for Glass. The development of the DVF | Made for Glass collection also includes a close partnership between DVF and Marchon Eyewear, the brand’s longtime licensing partner and one of the world’s largest manufacturers and distributors of optical and sunglass...
Filed in: Eyewear, Technology
Why Do I Need to Attract Existing Patients to My Website?

Why Do I Need to Attract Existing Patients to My Website?

While a large part of online marketing is geared toward obtaining high rankings to get the attention of potential new patients, this is not the only audience you want to attract to your website. The truth is, if you are only getting traffic to your website from new patients, and none from existing ones, you are doing something terribly wrong. You can generally track existing patient traffic by looking at how much direct traffic the site receives. Direct traffic shows up in Google Analytics as ‘Direct’ traffic, and means that the visitor either typed in your address into their browser (and therefore knew it already, likely an existing patient), or they clicked on a link from an email as a result of your practice marketing (also usually a new patient – as those are the email addresses that you have). This begs the question, “If I am doing a good job of interacting with existing patients in person and keeping up with them through Facebook, texts, phone calls, emails etc., why do I need them to go to my website? From an ROI perspective, why does an existing patient need to visit the Practice website?” The answer is that without a focus on the audience of your current...
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