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C&E Vision and Vision West Announce Major Community Building Campaign

C&E Vision and Vision West Announce Major Community Building Campaign

Companies Launch ECPInteract™ as their First Community Building Member Benefit San Diego, California – Vision West and C&E Vision announced today a major initiative around community building for their members. The California-based companies have realized that their combined 7,500 members could be a powerful community for optometrists and optometric staff to derive even greater value from their membership. To launch this initiative the companies are sponsoring ECPInteract™, which has been in pilot for the last 12 months, beginning this September. Since June of 2013, ECPInteract™, the first and only provider of optometry-focused peer to peer learning groups, has been piloting a unique educational proposition for online learning teams – “your peers have so much to offer”. ECPInteract™ groups provided a trusted environment of peers from across the U.S guided by an experienced and knowledgeable coach to provide a place where team members can bring their goals and aspirations for guidance and feedback. But it wasn’t enough. “We received very high marks from our attendees, but we felt something was missing,” stated Brad Shapiro, Principal of C&E Vision, co-founding...
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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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Internet Marketing Trends You Need to Know About

Internet Marketing Trends You Need to Know About

A 2014 Key Internet Trends Report that came out in May gives a powerful message about online marketing. The report was presented at the esteemed Code Conference by Mary Meeker, a highly respected partner in the Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers which produces this report annually. The report covered a lot of ground but a few key points were particularly relevant to ODs including the following stats (statistics gathered with help from our friends at The Optical Vision Site: First, a few facts related to Internet and device usage: The fastest growth in device usage has been in tablets and mobile data traffic. Tablet units increased 52% in 2013 to over 80 million – this growth is faster than PC growth ever was. Mobile traffic has grown over 80% from 2012 to 2013. Mobile traffic now accounts for 25% of ALL web usage. Internet advertising rose 16% and Mobile Internet advertising rose almost 50% in 2013. People spend 20% of their media time on their mobile devices. Facebook leads social traffic referrals with 21%. Photo sharing is up 50% over 2013 in the first 6 months of this year. Smartphone subscribers are growing at a 20% annual growth. Social...
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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...
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...
Does Your Optometry Practice Need a Mobile Site?

Does Your Optometry Practice Need a Mobile Site?

If you look at your optometry website analytics, chances are you’ll see that the amount of traffic you are getting from mobile users has increased over the last year or two. Between 1 and 4 and 1 in 5 visitors (20-25%) to optometry sites come from mobile devices and this trend will only continue to grow over time. Mobile websites (or mobile-optimized websites) are essentially the same as traditional websites but they are designed for the smaller display and touch-screen interface of a mobile device such as a smartphone or tablet. This means that they often have more simple design, navigation with enhanced usability and speed and often incorporate mobile-specific features such as GPS locator mapping or click-to-call options. Mobile websites are necessary because your standard website will often not function optimally when viewed from a handheld device. Most standard websites are difficult to view properly, slow to load, hard to navigate and don’t necessarily present information most relevant for an on-the-go user. A bad or frustrating experience will quickly result in the user moving on to the next, mobile-friendly optometry website. With more and more users searching for local businesses...
Are You Paying Attention to One of the Most Important Pages on Your Website?

Are You Paying Attention to One of the Most Important Pages on Your Website?

We all know that the most visited page on any practice website is the Home Page and how important it is to your web presence. And, of course, the second most viewed page is the Hours and Location page … most visitors need that information! But, what’s the third most popular page on a practice’s website? It’s the ‘Doctors’ page. If you’re an existing patient, your eye doctor’s bio and qualifications make not be so interesting to you, but for a potential patient, this is often the place you look to make a final decision about booking an appointment. Unlike a traditional doctor’s office, the optometry practice dangles somewhere between “medical” and “commercial” meaning your branding requires attention to medical qualifications and chair-side manner as well as great prices and quality retail if you sell optical, contacts or elective treatments. Potential patients want to know about the qualifications of the optometrists who run the practice even if they are only coming to buy a new pair of glasses. They want to know not only about your professional qualifications and expertise, but also about the kind of person you are, how you engage...
Are Your Website Images Legal?

Are Your Website Images Legal?

You could be fined thousands of dollars for your website without you even realizing it! We’ve seen it dozens of times. An OD finds some nice images on the web to spruce up his site and suddenly receives a threatening letter from a stock photography company asking for thousands in back pay for usage rights. There’s no doubt that high quality images are an absolute must for your website, but the price you could pay for obtaining them illegally is steep and highly unnecessary. Knowing the basics of how online image copyright works can save you a lot of headache. Can I use a photo I found online? While it can be tempting when you find the perfect image just floating around unclaimed on the internet, it may not be advisable to use this on your website. Unless you have permission from the photographer or find the image on a site that explicitly states that you are allowed to use it (usually with proper citations), it is best to steer clear. General image searches such as Google Images will bring up a large range of photos, including licensed stock images that may not have a watermark indicating that you are required to pay for use. Where should I look for legal images? Original photos:...
Let Your Creative Out With A&A’s DIY Display Guides

Let Your Creative Out With A&A’s DIY Display Guides

A&A Optical announces the release of a series of DIYD (Do It Yourself Display) Guides. In an effort to increase our customers’ product insight and ultimately market their optical dispensary as a retail space, A&A offers helpful and creative merchandising tips in a series of easy to use “how-to-guides.” DIYD Guides feature a themed display and a corresponding list of props (including price and suggested place of purchase). In addition, the guides offer ideas for recycling and reusing the purchased props. The guides are an ultimate source for inspiration and point of reference for DIY merchandising ideas. The first set of guides spotlights Jimmy Crystal ophthalmic and sun frames for year-round and summer displays. The Carnival DIYD Guide offers a bright and colorful season-less display inspired by the Carnival eyewear and accessory collection. Gold accents and masquerade props complete the storyline in this fun and aesthetic display idea. Dazzle in the Sun showcases a garden themed display to romance and reinforce the Jimmy Crystal brand by planting the brand seed in the end consumers’ minds. Incorporating glass, white props, green hues, and floral accents, this display...
Essilor Introduces Xperio Sunwear Conversation Training Series

Essilor Introduces Xperio Sunwear Conversation Training Series

DALLAS – Jan., 2012 – Essilor of America, the nation’s leading manufacturer of optical lenses, today announced the all-new Xperio® Sunwear Conversation training series for eyecare providers (ECPs). The program, which includes a series of webinars, will provide ECPs with continued training on how to talk with patients about the need for sunwear. Xperio lenses are known among ECPs and their patients to deliver superior UV protection, optics and the industry’s most durable polarized lens, allowing wearers to experience the best vision under the sun. Webinars will be offered to ECPs on Tuesday, Feb. 21 and Wednesday, Feb. 22. Content will include how to demonstrate the benefits of Xperio in an impactful way as well as how Crizal SunShield™ can take Xperio to the next level of comfort and protection for patients. Insights on how to medically prescribe Xperio to patients with medical conditions that can impact pupillary function will also be an integral part of the 2012 program. During each live webinar, participants will have an opportunity to win a computer tablet and Xperio with Crizal SunShield complimentary vouchers by correctly answering questions related to the webinar...
200+ Of New Mexico’s IEP’s Attend Largest Optical Event in State History

200+ Of New Mexico’s IEP’s Attend Largest Optical Event in State History

LEWISVILLE, TEXAS, (December, 2011) “This is great! I have learned so much already and we aren’t even halfway through!” noted Dr. Brent Shelley in a text message. Doctors and staffers from Dr. Shelley’s practice were among the 200 people from more than 40 practices that participated in The Business of Eye Care Forum© on Thursday November 10th. “This is by far the largest stand‐alone event for eye care professionals in the history of New Mexico,” exclaimed Eric Irons, Territory Sales Manager for HOYA. He continued, “For practices to shut down on a Thursday, drive three hours and join us here is amazing! These practices are really excited about improving their businesses and their offerings to their patients.” Developed and Produced by Cleinman Performance Partners and exclusively sponsored by The HOYA Free‐Form Company, the Forum is a practice leadership university comprised of five programs designed to help independent eye care practices improve their business and patient care. More than 3,000 people have attended a HOYA sponsored Forum in 2011. “Through our continued support of the Business of Eye Care Forum©, thousands of independent practices have a valuable...
200 Of Seattle’s Independent Eye Care Professionals Learn About…

200 Of Seattle’s Independent Eye Care Professionals Learn About…

LEWISVILLE, TEXAS, (December, 2011) “Thanks for a great day of education and fun! We appreciate your investment in private practice and newest technologies in lenses. We only offer our patients the best. Thanks for helping us make that possible,” said a post from Snoqualmie Valley Eyecare Associates on HOYA’s FaceBook page. Doctors and staffers from Snoqualmie Valley were among the 226 people from 62 practices that participated in The Business of Eye Care Forum©. Developed and Produced by Cleinman Performance Partners and exclusively sponsored by The HOYA Free‐Form Company, the Forum is a practice leadership university comprised of five programs designed to help independent eye care practices improve their business and patient care. More than 3,000 people have attended a HOYA sponsored Forum in 2011. “Through our continued support of the Business of Eye Care Forum, thousands of independent practices have a valuable resource visiting their back yard,” said Barney Dougher, President of HOYA Vision Care. “Mark Mattison‐Shupnik from Jobson is part of the curriculum. His presentation on the impact of free form and patient benefits is just one example of the amazing...
How to Increase Profits and Services for Your Optical Business

How to Increase Profits and Services for Your Optical Business

As an independent eye care professional and business owner you don’t always have time to find the best deals for your business. Good deals may be out there but your customers come first, followed by the responsibilities of your business and if you have a family you don’t want to have to show an ID to get in the door. You can get help finding deals that will increase your profits and give you a wide range of services without spending hours searching for them. Many independent eye care professionals don’t know they can get the same deep discounts on purchases, as the chains and franchises, by purchasing through an optical buying group. There are a number of buying groups available and each has their own deal structure and services; this means you need to compare to be able to make an informed decision. First of all, what is an Optical Buying Group? An Optical Buying Group is a 3rd party billing service that uses the purchasing power of its members to negotiate discounts, which allow its members to compete effectively with the big chains and franchises. Some buying groups may not pass the entire discount back to you, so the percentage of discount offered varies between the buying...
The Secret of Hiring in the Eye Care Profession

The Secret of Hiring in the Eye Care Profession

August 30, 2011 (RALEIGH, NC)—Optimize, a selection and hiring company, announce s the launch of a new partnership with t wo leading national buying groups–C&E Vision Buying Group and Vision West. C&E and Vision West have signed on to become Optimize’s exclusive partners among buying groups in the eye care industry, beginning August 2011. With a growing US customer base, Optimize offers a complete hiring solution to help eye care professionals select and hire staff more effectively. Their secret? Optimize offers scient ific assessments including: cognitive ability, motivation, personality, and situational judgment tests created by Dr. Adam Grant, an award-wi nning teacher, researcher, and tenured management professor at The Wharton School of the University of Pennsylvania and Chief Consultant at Optimize. To tailor their assessments to eye care jobs, Optimize asked employees at over 100 eye doctor offices across the US to take their assessments and then linked employees’ test scores to their actual performance data including sales revenue and supervisor ratings. Dr. Grant and Optimize found that employees who scored high on the scientific assessments generated,...
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