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Tactics For The Digital World: New Ideas

OK, you recognize that you need to up your game in the digital media world. But what tactics to take? Eye care professionals are recognizing that their presence on the Web need to be updated and that a fresh approach is mandatory in today’s business climate, one consistent with a professional image. A range of tools is available to enhance the educational experience you bring to patients on your site and to improve the visibility of your site to prospective patients.

CLICK, Vision Monday's e-newsletter, continues to be an essential resource in its twice-monthly briefings to ECPs about web technology and Internet developments.

Past articles, featuring specific examples, programs and tips that you can use today, are available in our CLICK Archive. Also in the CLICK Arhive are dozens of Cool Tools and important Sites to See which offer content and resource ideas for your sites and your social media activities. The easy-to-access Archives are located under the CLICK button at

Have you tried something new on your website or launched a special social media campaign? Tell us about it and we'll consider it for an upcoming feature in CLICK.

—The Editors


Quick Response Codes Gain Visibility with Nike Vision’s New Campaign

MELVILLE, N.Y. — Due to the sharp rise in mobile applications and technology, the visibility of QR or Quick Response codes among retail, fashion, entertainment and media is growing dramatically. QR (quick response) codes have revolutionized content sharing by providing a technological application to printed materials. When scanned by a QR barcode reader app found on most smart phones today, a web browser window is opened. CLICK has written about several QR applications in the eyewear world, just last month and last summer.

Now, Nike Vision, a leading engineer of highly advanced eyewear, has released a revolutionary new ad campaign for their new NSW Nike Vintage collection, which features a QR code at the bottom of every ad, billboard and point of purchase material. Through downloads of mobile QR apps, like ScanLife from a smart phone, when the black-and-white QR codes are scanned, a web browser window is opened and a custom NSW Nike Vintage mobile site is displayed.

The microsite will display a video of the four students featured in the NSW Nike Vintage ad campaign during different portions of their day before heading off for the summer. It will also include a digital catalog and distributor locator that can pinpoint the nearest retailer or optical dispenser according to the viewers current location.

The mobile site is a direct representation of the microsite that will launch on Apr. 4. The NSW Nike Vintage campaign will be a new feature on the marquee of that speaks to the campaign and then links to an outside microsite. The microsite is complete with running video and individual images for each color and style in the sunwear and optical collection, which releases to the U.S. Market in May 2011.

“Nike is known for highly advanced technology and it can now be found in their ad campaigns, which will bring a new level of interactivity to the Nike Vision customer,” said Claudio Gottardi, president and CEO of Marchon Eyewear

NIKE, Inc. based in Beaverton, Oregon is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities.


“SEARCHIAL” -- A New Take On Social Media and Search Optimization

By Alan Glazier, OD

ROCKVILLE, Md. – I’ve long written and talked about – here in CLICK, in SightNation and online about the need to find something that would work better for my practice than traditional marketing.

I had to find another way and, for me, that was by studying how I could increase exposure in search engines. And, as I discovered, by interacting on the social web, I was inadvertently elevating my profile in search engines for the products and services I hoped to be associated with.

I call the process of “search elevation” – strategically participating in social media – “Searchial Marketing.” This describes the fascinating new world evolving at the intersection of social media and search optimization as web “3.0” begins to emerge and it’s the name of the book I’ve authored, just released last month.

“Searchial Marketing: How Social Media Drives Search Optimization in Web 3.0” teaches businesses do-it-yourself methods of implementing a “searchial” media campaign. Social media “experts” and “gurus” often preach the relationship-building strategy of social media campaigns to drive business. A “Searchial” marketing campaign is one in which businesses tailor their social media campaigns to drive new business by elevating position in search engines.

Search engine companies like Google, Bing and Yahoo are in the business of providing the best search; by using social signals (i.e. information on preferences, likes and data gleaned from online actions and interactions), they are able to provide more relevant information for search. While social is just one of the signals they use, it is a signal that businesses can use to their advantage without the need to hire expensive web developers; it is a signal growing in importance as web 3.0 emerges. By strategically interacting on Facebook, Twitter, LinkedIn and other tools, businesses can increase the value of their content from a search perspective, enabling people to find products and services they offer more easily.

This book teaches do-it-yourself methods of implementing a "searchial" media campaign. It demonstrates the added value of practicing "searchial media" instead of just "social media". Social tools have the power to drive new business into your organization not only through communicating and relationship building, but by coincidentally causing your listing in search engines to rank higher in searches for keywords and key phrases people are using to find the products and services you offer in a specific geographical area or worldwide. The term "Searchial" reflects the realization that my time and effort were best spent driving new patients into my medical practice using social tools to improve our position in Google, Bing and other search engines, not just building and strengthening existing relationships. This book can be applied to and used as a guide within any industry at any stage of the new media marketing game. Appendices contain information specific to social media and search elevation in the medical profession, specifically small medical business, hospital and clinic and pharmaceutical companies.

SearchialMarketing is available as a hardcover, softcover or downloadable ebook at and and I’ve created a Facebook page for it, too.

Check it out and let me know what you think and how you’ve adapted “searchial” practices in your own eye care business.

Alan N. Glazier, OD, FAAO is the founder/CEO of Shady Grove Eye and Vision Care in Rockville, Md. A search and social optimization consultant, he is now a regular contributor to CLICK and also writes a regular blog for Glazier is at  and his regular posts can be found via his Twitter handle: @EyeInfo, his blog: and his website:


Widget is operated by the Flite Platform, which makes it possible for businesses, brands and publishers to engage their customers across mobile web apps, web widgets, and real time, cloud-based advertising. This site provides learning tools and business resources including, metrics on performance, easy-to-use self-service tools to customize and edit ad creative with little or no technical knowledge, a way to integrate other third-party data into your ads, incorporate your brand’s social media presence and multiple tablet and mobile platforms which allow you to reach consumers across many platforms. You or your website developer can also browse one of the largest ‘widget’ galleries on the web to help enliven your own website or social media pages.


Museum of Online Museums

This is an unusual site, which is a fount of information about unique exhibits from a range of art, science and cultural museums from around the globe. Its “galleries” are updated regularly, ranging from a Gallery of Mad Magazine Covers and Radio Shack catalogs to the Van Gogh Gallery and images from the WPA Project. Both an inspiration for graphics and ideas and as a fascinating look at cultural images and interesting information, the site has been named to several very “Cool Site” lists over the years.


Vision Source has launched a new radio series that helps doctors with a range of management and business issues. The "Practice Management Minute of the Day", available via signup at, is delivered via email. Noted practice management expert Dr. Walt West addresses such topics as "Seven Questions Leaders Can Ask to Build Trust", "5 Attributes of Successful Practices" or "The Three History Questions That Can Increase Your Profits". Vision Source docs can email questions to A complete archive of presentations is also posted at the site.


ECPs looking to understand and meet the needs of their culturally diverse patients can now access peer-to-peer advice through a new multicultural blog, hosted by Transitions Optical. Found within the Multicultural Programs page at, where ECPs need to register, free of charge, the new resource will provide best practices and cultural-based tips from Transitions Optical’s Diversity Advisory Board members, who have a deep understanding of the eye health and communication needs of growing ethnic minority groups in the U.S. The blog will be updated monthly on a range of topics, from business-building and ethnic marketing techniques to strategies for overcoming potential language and cultural barriers. It’s structured to allow ECPs to join or start a conversation with the blog authors. Registration also provides access to a variety of complimentary marketing tools and education. The Diversity Advisory Board was formed in March 2010 to help guide Transitions Optical’s multicultural initiatives. The Diversity Advisory Board is comprised of eye health and cultural experts with a vast knowledge of the largest and fastest-growing demographic groups in the United States, including Hispanics, African Americans and Asian Americans.


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