Did You Know? A Selfie Booth Can Modernize Your Marketing Efforts

By Evan Kestenbaum, MBA, dba Contributor
Monday, November 30, 2015 11:12 AM

Consider installing a selfie booth in your optical dispensary to generate more interest in your practice than might otherwise be possible using traditional forms of advertising.

Retailers Are Using Online E-mail and Texts
to Help Patients Reorder CLs Easily

By dba Staff
Monday, November 30, 2015 11:10 AM ST. LOUIS and Madison Heights, Mich.—New digital functionality is helping optical retailers and ECP groups increase their capture rate and build patient loyalty with new tools for contact lens ordering and marketing.

Learning to Engage With Multicultural Customers and Patients

By dba Staff
Monday, November 30, 2015 11:05 AM NEW YORK—Today’s diverse population offers many opportunities for regional optical chains and ECP groups to forge even stronger connections with patients and customers of varied backgrounds.

Total Vision Care Market Grew 6.3 Percent for 12 Months Ending September 2015

By dba Staff
Wednesday, November 11, 2015 10:05 AM

NEW YORK—The Vision Council’s latest VisionWatch report reflects a 6.3 percent gain in dollar sales for the 12 months ending September 2015, to reach $39.4 billion.

[Partner Post] Integrated Contact Lens Management System Increases Practice Productivity

By dba Staff
Wednesday, November 11, 2015 12:22 AM SAN LUIS OBISPO, Calif.—As Pacific Eye Surgeons, a comprehensive eyecare provider on the Central Coast of California, added locations, optometric services and dispensaries over a 10-year period, internal communication between business systems grew increasingly complex, said Amie L. DuMong, ABOC, business development/marketing and optical manager for the practice.

ICD-10: Y2K All Over Again?

By John Sailer
Tuesday, October 27, 2015 2:00 PM Predictions of the chaos that would result from the switch to ICD-10 were greatly exaggerated, with many health care professionals calling it Y2K all over again. Insurers and medical professionals alike agree that the transition has been smooth with few glitches so far, so dba reached out to optical retail chains that also have a medical component to find out how they fared during the switch to ICD-10.

Vision Insurance Influences the Eyeglass Purchase Location for a Majority of Patients

By John Sailer
Tuesday, October 27, 2015 1:55 PM LAS VEGAS—The continued increasing influence of managed care on the purchase of eyeglasses was demonstrated by statistics shared by Vision Monday’s Marge Axelrad at the recent Alcon-sponsored Corporate Optometry Reports presentation at the start of Vision Expo West here last month.

And Now, A Word from TV’s Sponsors

By John Sailer
Monday, October 19, 2015 12:20 AM Even while it’s clear simply by looking around that more and more people are choosing to watch video and “television” programming on their mobile devices, the large segment of the population that still enjoys traditional TV are being reached with television commercials. This remains true among optical retailers, according to the national and regional groups VM spoke with for this article.

LensCrafters (Luxottica Retail North America)

By John Sailer
Monday, October 19, 2015 12:19 AM Demographic: With almost 1,000 stores in the U.S., Canada and Puerto Rico, we reach a broad demographic. Our media buying target is 25-to-54, but because television is watched across all demographics, we do know we also reach the 18-to-24 and 55-plus markets.

Clarkson Eyecare

By John Sailer
Monday, October 19, 2015 12:18 AM What’s the Message: We focus on the medical model rather than offering discounts.


By John Sailer
Monday, October 19, 2015 12:17 AM Media Outlets: Visionworks utilizes national television as a campaign base to generate efficient mass reach against their target audience. Relevant programming at the local level is used to enhance this connection with consumers.

Virginia Eye Institute

By John Sailer
Monday, October 19, 2015 12:16 AM Return on Investment: One of the hardest things to measure for any marketing is ROI. We put different phone numbers on television advertisements so we know when the call is coming in that they got it from the ad.

Crown Vision Centers

By John Sailer
Monday, October 19, 2015 12:15 AM Takeaways: We use 10-second spots, not exclusively, but they help extend our effectiveness by increasing the frequency that our ads run in the local market. Television is a very cost-effective means of delivery with a low cost per impression.

Original and Targeted, Georgetown Opticians’ Mini-Movie Is Trendy But Quirky

By John Sailer
Monday, October 19, 2015 12:14 AM WASHINGTON, D.C.—The U.S. is watching more videos online than ever before, according to Forbes in its article, “5 Online Video Trends To Look For In 2015.” Georgetown Opticians’ recently released mini-movie is the perfect example of those trends.

Made Eyewear Taps Its Partners’ Individuality in Online Video Collaboration

By John Sailer
Monday, October 19, 2015 12:13 AM The Made Eyewear brand exudes individuality, allowing those who visit the online eyewear retailing site to build their own custom pair from thousands of options. That independent spirit is reflected in a recently released online video created to promote Made Eyewear’s collaboration with record label Burger Records.