New Ways to Build Your Eyecare Practice's Online Impact With Patients
More ECPs are recognizing the capabilities of new web communications to amplify their connections with patients. The availablity of
new easy-to-use web tools and services can leverage a practice's ranking on search pages and reach out via messaging tools to patients old and
This edition of CLICK, Vision Monday's twice-a-month e-newsletter that helps brief ECPs about web technology and Internet developments,
explores more of these.
See what other practitioners have to say about their own web/social media experiences by catching up on what happened at our first
CLICK Conference, “Social Climbing,” sponsored by Hoya Vision Care. Make sure to check out the special re-cap in our
CLICK Archives. Those archives are easy-to-access and feature
dozens of stories, tips and interesting ideas. It's located at
Have you tried something new on your website or launched a special social media
Tell us about it and we'll consider it for an upcoming feature in CLICK.
Carl Zeiss Vision Debuts Demandforce D3 Solution to ECPs
SAN FRANCISCO and SAN DIEGO—Today's eyecare practices are searching for ways to attract new patients, retain existing ones and use the
efficiencies of Internet technology to enhance business.
Carl Zeiss Vision,
a global leader in precision optics, and
Demandforce, Inc., a leader
in consumer demand generation for small business, have developed a new partnership that will offer eyecare professionals nationwide a solution
incorporating these services to improve customer relationships and drive success in the Internet economy.
From a series of easy to use templates, ranging from appointment reminders and marketing campaigns to referral tools and new ways of capturing
good patient reviews to their site, Demandforce, a fast-growing provider of web-based applications, is gearing up its efforts toward the optometric
field. With Carl Zeiss Vision, the company is offering Demandforce D3 to ECPs through the company's Carl Zeiss Vision Rewards program. With
Demandforce D3, practices can use text messaging, email marketing, and automated appointment reminders to communicate with patients, and will
benefit from online profiles enhanced with consumer reviews, surveys and customized business data.
“Carl Zeiss Vision Rewards allows us to extend our support to practices beyond offering the best in lenses, labs, coatings and equipment,”
said Heidi Noorany, Carl Zeiss Vision's director of market development. Carl Zeiss Vision is a leader in lenses, coatings, Rx Lab services and
equipment, via its ZEISS, SOLA, Teflon Clear Coat lenses and American Optical brands.
“Our goal is to help practices retain current patients and acquire new ones, which is why we have partnered with Demandforce. This relationship
will bring eyecare practices the tools to communicate with consumers using email and text messaging, as well as enhance their online presence.”
leveraging the Demandforce platform can deliver targeted and segmented communications to patients via email and two-way text messaging,
while also customizing messages to help reactivate lost patients, retain existing patients, and reduce no shows, thus increasing the overall revenue
for the practice. Demandforce will also help attract new patients through a unique data feed with 90+ leading Internet websites and search engines.
Demandforce is a software-as-a-service offering that is accessible 24 hours a day, 7 days a week.
CLICK has learned that Demandforce has developed a
new microsite to explain what the service can do for ECPs.
Designed specifically for Carl Zeiss for ECPs and Zeiss business development reps to learn more about the partnership, visitors can click into
the Sample Communications to see some screenshots of the types of communications that are sent for welcome emails and recall emails to reactivate
lost patients. There are also videos under “What does Demandforce do?” Demos can also be scheduled via (800) 246-9853.
“Eyecare professionals utilize advanced technology every day in their practices. The partnership between Demandforce and Carl Zeiss Vision
further enhances those offerings,” according to Sam Osman, vice president of sales and business development at Demandforce. “By
partnering with Carl Zeiss Vision, we are able to combine our award-winning software with their industry expertise to make important advancements
in the industry for both consumers and eyecare professionals alike.”
Happy Holidays! Could Eyewear Gift Cards Work for Your Website?
National Retail Federation's
group reports that gift cards are the number one, most requested holiday gift
item that consumers say they'd most like to receive. The group has tons of data on the
the highlights, according to Fiona Swerdlow, head of Research for Shop.org:
- Fully three-quarters of consumers surveyed said they plan to buy at least one gift card this holiday season, and will
spend an average of $41.48 on each card (up from $39.80 last year).
- According to the survey, 77.3 percent of shoppers will buy at least one gift card.
- According to NRF’s 2010 Gift Card Consumer Intentions and Actions survey, conducted by BIGresearch, Americans will
spend an average of $145.61 on gift cards, up from $139.91 last year. The survey polled 8,778 consumers and was conducted for NRF by
BIGresearch from Nov. 3 to 9, 2010. The consumer poll has a margin of error of plus or minus 1.0 percent.
“This holiday season, we expect Americans to gravitate toward both sale and non-sale items, including gift cards, which in
recent years have been passed up for heavily discounted merchandise,” said NRF president and CEO Matthew Shay. “With people
focusing less on price and more on value this holiday season, Americans may choose to buy gift cards due to their convenience and popularity
among gift recipients.”
For online retailers, of course, downloadable or print-at-home gift cards are the magic gift that can keep the registers ringing long
after shipping deadlines have passed, Swerdlow writes on the Shop.org blog. “Given clear consumer interest, don’t wait to promote gift
cards, but rather give them good visibility on your home page now while consumers are putting together their holiday shopping lists.
Make sure gift cards appear as cross-sell items on the shopping cart page, in your customer emails (order confirmation notices, promotional
emails, etc.), and of course in your social media outlets (“gift cards” is a pithy 10 character tweet...).
Finding ways to manage your social media presence on multiple sites can be a challenge. Postling is a service that lets you engage your
online community from one place, and save time by managing your social media interactions from one “dashboard.” It enables you
to monitor streams and mentions from Facebook, Twitter, Yelp and other sites, providing daily recaps and analytics. Registration is free
for small businesses. You can organize multiple accounts by brands or topic and share them with others on your team.
“Remember Everything!” That's the message of Evernote, a solution for organizing things big and small by using your computer,
your phone and the web. Evernote enables you to clip a web page, snap a photo, grab a screenshot. Evernote is organized and made searchable,
with choices you make that let you search for notes by keyword, title and tags.
A range of tools and clever video tutorials help you make sense of the potential of Evernote.
Sunwear company Arnette's website just re-launched and features a host of updates like a revamped blog, product section, dealer locator,
events calendar, and homepage with team rider Twitter feeds. The site features social media integration and ways for fans to track Arnette’s
developments and connections with a range of sports and connected athletes, from surf and skate to BMX and wake. The new-and-improved
site is the central hub for all Arnette social media efforts, and regional versions are available for Arnette fans around the world.
Solstice Sunglass Boutique has launched a new online site, with an eye toward reaching “a more style-conscious, digitally
connected fan base,” the company said. The site mirrors the company’s upscale store design and will support e-commerce while
integrating with many top social networking sites.
Customers will be able to send detailed product info and photos from the online site to their mobile devices and can share info and
photos with others. Starting with its San Francisco store and into next year, select Solstice locations will offer customers the unique
opportunity to interact with the website while in store using touch-screen kiosks. The exclusive feature allows further browsing through
the entire virtual inventory available while providing detailed product information.
“Our goal was to set the standard for selling luxury, designer and sport sunglass brands on-line,” said Rick Talmage,
chief operating officer of Solstice, which operates 160 Solstice and Solstice Outlet stores in North America. “In our stores, we
always present the brands in an upscale and tasteful fashion and we want to mirror that. The new on-line store leverages the best in
class e-commerce platform, design and product photography to give our customer the ultimate on-line shopping experience.”