Subscribe to CLICK   CLICK Archives   VisionMonday
Made possible by an unrestricted grant from The HOYA Free-Form Company

Leveraging Expertise for Your Web and Social Media Presence

As the digital realm continues to evolve, savvy practitioners and optical retailers are learning to leverage their own strengths – and leverage outside resources to help them elevate their operation's exposure on the web...

In this edition of CLICK we talk about how two busy optometrists have found a way to amplify their web presence by using a comprehensive new service. And we show how a brand's recognition is resonating with its contemporary customer targets – in a way that plays back to those ECPs who carry and support the fitting expertise required for today's modern eyewear.

REMEMBER: the easy-to-access CLICK Archive located under the CLICK button at, which features dozens of Cool Tools, Sites to See and other resources for building your web image and your office's connection to patients.

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

—The Editors





Outsourcing Web and Social Media Functions Is Working for Many Busy ODs

COLUMBUS, SC—Fully 65 percent of all adult internet users now say they use social networking sites like Facebook or LinkedIn, up from 61 percent one year ago according to Pew Research. Poll results also show that the total number of adults who use the tinternet has reached an estimated 163 million in the U.S. and one-third of those users are over the age of 50. For prospective patients, the Internet has become the unequivocal first step in making social and consumer decisions and now, the audience closely mirrors the demographics of the optometric patient population.

Optometrists and eye care professionals are rapidly addressing the idea that they now have two store fronts—the physical location where patients are seen and the cyber location where eye care professionals are meeting and greeting prospective patients. The quality of that welcome, its ability to attract eye care seekers, hold their attention and assist them with their decision making process determines the number of prospective customers that move from the cyber store front to become new patients in the physical store front.

That's the perspective of Daniel Rostenne, CEO of EyeCarePro who observes that many practices are starting to realize how powerful this medium has become for speaking to their community members of all ages. "We serve practices that only need a web site along with a spectrum of services to develop a fully outsourced solution that we call ODLingo," he explained. "We believe in a partnership with the practice that says 'We'll keep the new patient volume coming, and you practice optometry'."

Tommy Lin, OD, of Berryessa Optometry, San Jose, Calif., an avid marketer of his practice online, commented, "Unless you are an expert in optometric websites, search engine optimization and social media, which I am definitely not, outsourcing these initiatives is the way to go." Lim uses EyeCarePro and ODLingo, noting, "Before I started with them, I had your typical 'cookie cutter' website. Now I have a website that is dynamic, gets the attention of prospective patients by shouting, 'Try this office, they look like a practice that is up to date, professional and have a caring staff."

Another client, Eric White, OD, of Complete Family Vision Care of San Diego, reported that outsourcing has produced results. "In December, our practice had 55 new patients of which 27 were from our online activities through EyeCarePro. Because each practice community is different, a generic strategy is unlikely to work. EyeCarePro helps me generate over 20 patients every month, either directly or indirectly and that is a great return on my marketing investment."

ODLingo is a suite of services that combines website design, a SEO search engine optimization plan that gets the site to the top of Google, Yahoo and Bing pages, local search management that optimizes a practice site's visibility in their own geographic market, social media posting and content management and reputation management which helps a practice nurture its relationship with patients through surveys, reviews, newsletters, emails and texts.




One Brand Drives Consumer Eyewear Interest Via Virtual Try-On—And Drives Them to ECPs

NEW YORK—The internet is providing new and compelling ways for consumers to learn about trends, share ideas with their friends, and develop closer bonds with the brands they love.

ClearVision Optical is one eyewear company which has fervently embraced the internet and web technology for the launch of its Marc Ecko Cut & Sew collection, a brand embodying the spirit of this contemporary men's designer, targeting today's younger modern man. Using virtual try-on technology (VTO), the collection launched in a way which allowed its accounts to try the many new optical and sun styles in the new collection starting last fall.

And, this month, ClearVision is offering customers new ways to experience the Marc Ecko brand and drive them to eyecare professionals' dispensaries. With, accessible through the brand's own Cut & Sew Facebook page, virtual try on (VTO) enables Marc Ecko fans/consumers to virtually experience the collection from anywhere.

Noted ClearVision, "The Marc Ecko consumer is very savvy digitally and will gravitate towards this experience. Having the site pull through Facebook will generate additional likes and consumer sharing of images. To address this consumer's need for immediacy, the site features a Google maps store locator, accessible from anywhere on the site. This will allow the consumer immediate access to a potential store to purchase the eyewear. We believe this unique drive supports the brand and positions ClearVision as a business partner to our customers, reinforcing our commitment to social and digital media."

On the horizon will be a consumer social media contest and social "check in" promotion. A seasonal Style Tips page provides fashion tips and marries the eyewear to specific Marc Ecko fashions. Added Sheila Haile, Manager, Marketing and Creative Services of ClearVision, "With a technology like VTO, it is all about sharing with your friends and family and asking them what they think before you dive in for the purchase. This approach to our launch will also help our accounts who will want to make the connection with patients who respond to the collection's approach to today's young men's consumer, that 20 to 40-year-old Marc Ecko guy who is young in spirit, masculine and pays meticulous attention to detail."



Eyemaginations will now be distributing HOYA's unique, animated videos through its Eyemaginations' in-office video feeds, as a way to enhance patients' understanding of premium lens designs, materials and treatments. The HOYA Free-Form Company employs the services of animated video stars Professor Murray and Dr. Graham. "When ECPs are looking for an exciting way to tell the story of lens benefits to their patients, these HOYA digital characters have it covered," said Ron Barnes, director of project marketing, HOYA. "Dr. Graham is a female voice speaking from the ECP's perspective. Her primary role is to compliment the antics of Professor Murray's character and to take on more serious topics when she speaks to ECPs and patients." Added Barney Dougher, HOYA Vision Care president, "Though these innovative feeds, there's an opportunity to educate patients in a way that entertains – we really want people to understand how their eyeglass lenses are made. Patients should also know how the latest in free form lens designs, materials and AR treatments, available at independent eye care providers, has an impact on the quality of their vision."


Bausch + Lomb has relaunched, an online resource for patients to learn more about vision correction options as they experience the changes that can naturally occur in our eyes as they age. A top-ranked Google search for "multi-focal contact lenses," the company said, the site now attracts more than 14,000 unique daily visitors. The newly revised site includes a fun, interactive game to show people how adjusting for nearsightedness and farsightedness can impact their morning. It also gives patient-friendly information about presbyopia and offers an overview of vision correction options available to patients. In addition, GoodbyeReaders now features a "doctor finder" application and eye care professionals interested to be added to that network can contact Bausch + Lomb directly.



Know some creative kids? An annual creative contest, Doodle4Google is a contest where Google invites students in the United States to use their artistic talents to think big and redesign Google's homepage logo for millions to see. This year, Google is asking students to exercise their creative imaginations around the theme, "If I could travel in time, I'd visit..." One lucky student artist will see their artwork appear on the Google homepage and take home some cool prizes—and as a special bonus, the winning artwork will appear on a limited edition of Crayola's iconic 64 box. This year's judges include pop starts Katy Perry and Jordan Sparks as well as graphic experts and children's entertainment creators.



A fascinating take on what's new and what's edgy from the editors of TIME. This section of their site features blogs, news reports, special features, pros/cons on big trends as well as the latest, up-to-the-second newest idea and gadget. Fun to read and helpful (see The Best iPhone Apps of 2012) and other reviews.

Subscribe to CLICK
The twice-a-month briefing about Web Technology and Internet-based Business Trends
Get the latest optical industry news!

Subscribe to our other e-newsletters:
Copyright © 2012 VisionMonday. All rights reserved.
CLICK is published by Jobson Medical Information LLC,
100 Avenue of Americas, New York, NY 10013.

To subscribe to other JMI newsletters or to manage your subscription, click here.

To change your email address, reply to this email.
Write "change of address" in the subject line.
Make sure to provide us your old and new address.

To ensure delivery, please be sure to add to
your address book or safe senders list.

Click here if you do not want to receive future emails from CLICK.