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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...
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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...
Smith Optics Launches New Website Featuring hybris Platform Capabilities

Smith Optics Launches New Website Featuring hybris Platform Capabilities

Smith Optics is pleased to announce the launch of its renovated brand website, smithoptics.com. Utilizing the hybris platform, Smith has upgraded the user functions and product presentation while also offering a better browsing experience and best in class representation for athletes, enthusiasts and consumers visiting the site. hybris, an SAP company, offers a platform with a multitude of new features to enhance the customer experience at smithoptics.com. The updated site includes a more intuitive navigation structure, refined presentation of the product stories, and a more visually impactful user experience overall. In addition, for Smith customers who chose to live their lives outdoors, the brand has established a mobile method to accommodate them that mirrors the presentation and functionality of the main website. Both the mobile and main websites feature wishlist functions and streamlined online shopping cart accessibility for buying direct, as well as easy access to the Dealer Locator functions from each page to purchase in-store. The new web platform will also enhance Smith’s digital marketing opportunities with an updated Smith-TV page and dedicated channel for the 2014 Great...
Filed in: Eyewear, Technology
Modern Optical’s One Stop Shopping For Great Eyewear & Supplies

Modern Optical’s One Stop Shopping For Great Eyewear & Supplies

Value eyewear leader, Modern Optical International, rolls out an enhancement to their website enabling users to order from their Summit Optical Supply division. For the first time, users can utilize Modern’s website to access its extensive selection of eyewear-related products including nose pads (silicone, gel, pvc), cases (clam shell, slip-in), repair parts, tools and more. From the homepage, “Summit Optical Supply” appears in the drop down menu under “Collections”. With this new website feature, users may view high-quality imagery along with important product details such as finish, color and dimensions. Adding to the ordering efficiency, logged-in users may order via the Summit Optical Supply page or Modern Optical’s popular EZ Ordering tool. For one-stop shopping of eyewear-related supplies, visit http://www.modernoptical.com/summit-optical-supply/. Ken Weissman, President Modern Optical, comments, “Since launching our new website a year ago, our customers have realized great efficiencies. Adding Summit Optical Supply to our website will further enhance their experience. As eyecare professionals strive to create the best patient care possible, it’s essential to...
Filed in: Eyewear, Technology
Today’s Optical Labs Boost Efficiency With Cloud-based Management Software

Today’s Optical Labs Boost Efficiency With Cloud-based Management Software

Optical Lab Software Solutions, Inc. (OLSS), the leading software developer for optical laboratories, is pleased to announce OPTUITIVE™, a revolutionary cloud-based lab management software (LMS) with an exclusive Smart User Experience™ designed for maximum usability and performance. OPTUITIVE is the first LMS to be offered as a true HIPPA compliant software service in the cloud. Recognized as a groundbreaking technology innovation in the 2013 U.S InformationWeek Top 500 List, OPTUITIVE is easily accessible using a web browser and virtually any device, including smart phones and tablets. OPTUITIVE provides a secure high-performance cloud-based infrastructure that delivers maximum efficiency, up and out scalability, and long term reliability. “We’ve made a considerable investment in upgrading our software architecture and developing OPTUITIVE for the cloud,” says Steve Morris, President, OLSS. “By leveraging our hosted solution for centralized support, maintenance, and upgrades, our customers will be able to reduce their infrastructure costs and focus more time on what labs do best – make lenses.” adds Morris. OPTUITIVE provides the highly sophisticated Smart User Experience...
The Changing Face Of The Optical Industry

The Changing Face Of The Optical Industry

Essilor of America, the nation’s leading manufacturer of optical lenses, announced today that it will host a national discussion at 6:30 p.m. Central Time on Monday, December 10. The webinar will be led by Howard Purcell, O.D., FAAO, and Senior Vice President of Customer Development at Essilor, to provide independent ECPs with an overview of the industry and to engage participants in discussions about the challenges and opportunities they face today. Essilor will be joined by VSP Vision Care’s Dan Mannen, O.D., FAAO, who will offer insights from a Bain & Company study commissioned by VSP on the state of independent optometry. To access the webinar, please visit www.optometry2020.com and click the “register” link at the top of the page. “Clearly, the industry is evolving, and independent practitioners want to be part of the solution to preserve and enhance their business, in the wake of new competition, business expenses, and hiring challenges,” said Purcell. “Over the last few months Essilor has engaged with independent ECPs to hear about these issues and brainstorm ways to face the changing wave of optometry.” As a means to inform independent ECPs about the dynamics...
ClearVision Introduces ClearNation Exchange

ClearVision Introduces ClearNation Exchange

Eyewear industry leader ClearVision Optical launches their new blog, ClearNation Exchange, an optical industry resource providing information on ClearVision products, brands, and industry news. A re-launch of the company’s successful ClearNation e-newsletter, the ClearNation Exchange blog development was a natural progression for the monthly publication. With a solid following and readership as well as high click through rates, ClearNation is already known as a valuable resource for information on a variety of news from ClearVision, including new releases, programs, specials, and social media. ClearNation Exchange will continue to offer the same great information, but provide a more interactive experience for the reader. The blog will offer some new concepts as well, providing further insight into ClearVision’s product and design inspiration. An image gallery will feature creative photography of new product releases featured on the blog. Also, details on trends and materials related to each product release will be discussed. Guest bloggers will be occasionally featured to communicate relevant business information. Lastly, the blog promises to provide direct access to...
C&E Launches Dr. Cool Video Campaign

C&E Launches Dr. Cool Video Campaign

CE Vision Services, Inc., a leading national buying group, has unveiled a series of videos showcasing its web based services.  The videos can be viewed on CE’s home page at www.cevision.com.  The centerpiece of the video collection is C&E’s Dr. Cool video that invites ECP’s to give up being Dr. Stress by embracing CE’s web based services and become Dr. Cool.  The three other videos highlight BeyeRight®, CE’s proprietary service for searching top selling frames and sunglasses to aid frame board management, IDOC’s® which allows members to review current and past billing information and IEP Benchmark®, which allows ECP’s to easily  create a simulated profit and loss statement benchmarking with similarly sized practices (http://www.cevision.com/iep/).   According to Brad Shapiro, C & E Principal, “the video montage succinctly demonstrates the unique advantages that C & E’s web based services can offer practitioners.  These services save a practice administrative research time and stimulate ideas that can increase profitability.” Background: C&E Vision located in San Clemente California, is the only Web Enhanced buying group of choice.   C&E...
Hoya Launches New App

Hoya Launches New App

The technological achievements of Hoya’s personalized progressive lens, HoyaLux ID MyStyle, can now be realized in all independent practices thanks to the development of Hoya’s new app Spectangle. Spectangle addresses many of the drawbacks required to prescribe personalized progressives including time necessary to take frame and fitting measurements, equipment investment and ease of operating measuring devices. Ideally, every dispensing table can now be equipped with i-pads so no patient waiting while the measurement device becomes available. “We were amazed at the response received while testing Spectangle both in practices and at the big shows”, states Ron Barnes, Director of Project Marketing. “We want it now” was the common response of those previewing the app.” Spectangle allows the optician to take photos using the iPad camera, make adjustments on the screen, enter in Rx data and lifestyle preferences then push a button to send the order to the lab. “For an optician to explain to a patient while seated at the dispensing table the critical measurements required to ensure the ultimate personalized lens, creates such a point a differentiation that walking with the...
Hoya Launches New Consumer Website

Hoya Launches New Consumer Website

HOYA Vision Care North America today announced the launch of its new consumer website, developed after a yearlong market research study to better understand how consumers approach buying premium eyeglass lenses. The new site will empower eye care patients like never before with easy‐to‐understand information about the latest advancements in vision correction, offering straightforward explanations about the differences between HOYA lenses and other lens brands. This approach is in direct response to research findings that consumers are focusing more on their lens treatments and frames than on what they actually see through. Ron Barnes, Director of Project Marketing at HOYA North America, said: “After quantitative and qualitative studies, we found the vast majority of eye care consumers don’t care about their lenses… because they don’t understand our industry jargon. That’s why so many patients still think lens brands are all the same, just commodities. So they base their purchase decisions on price alone.” In addition to the educational benefits for patients, the new site can be used as a pre‐emptive sales tool by Eye Care Professionals – a way to give their patients...
Learn The “Selling The Kids Biz”

Learn The “Selling The Kids Biz”

ClearVision announces Selling the Kids Biz, a comprehensive 3-part video series that serves as a training guide to selling kids frames in today’s marketplace. This powerful video series delivers on strategies, stats and unique insights into how to succeed in the kids business. Presented as three separate videos that build on each other, the series provides an educational opportunity in an easy to use format. Available to you through Cvoptical.com, the series can be viewed repeatedly or even used as a lunch and learn for your staff.  Each video comes with a supporting white paper to reinforce the knowledge outlined in the video. Video One explains how to create a kids specific frame board that appeals to today’s young consumer. Details on what shapes sell best, how many metals and acetates you need to maintain a healthy business and current frame board management trends are included. The second in the series focuses on business strategies, providing tools for retail success. With expert tips and stats on consumer buying habits, this video is geared towards gaining a strategic advantage. The third video puts it all together with merchandising strategies. See first hand examples...
Best Image Gets Ready For Summer!

Best Image Gets Ready For Summer!

Best Image Optical from the sunshine state, Florida gets ready for summer by revamping their corporate site to a colorful summer theme. The Best Image website uses moving tiles on their front page to showcase beautiful eyewear, models, and summer photography. Here are some highlights on the new moving tiles: Tiles when highlighted unveil caption text about the tile. Some tiles are video ready and can be played. Tiles’ showcasing our eyewear redirects you when clicked on to our catalog page to view the frame’s different colors and specs. Brand tiles direct you to information about the brand and its current campaign. Themed after summer colors: tangerine, lime green, and espresso brown. Font used is light and easy to read. View the updated Best Image Optical website at: www.bestimageoptical.com. If you would like to provide feedback, you can do so by email at marketing@bestimageoptical.com. About Best Image Optical: Best image Optical offers fashionable, timely & on trend styles that can be found in all of our three eyewear brands: Dolabany, Mario Galbatti and Plume Paris. Utilizing the finest materials as well as our attention to detail in our designs, Best Image Optical continues...
Filed in: Eyewear, Technology
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