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What Works

Digital Media Is Key to Reaching Your Multicultural Patients

NEW YORK—As the diversity of the U.S. population continues to be one of the most important business and healthcare trends in recent decades, it's important that eyecare professionals learn more about how to serve multicultural patient populations – Asian Americans, Hispanics, and African-Americans among them – in their local communities.

Digital and social media play an especially important role in forging bonds with multicultural groups – families and individuals. Transitions Optical, which has been expanding its commitment to help ECPs become better educated in this area, has pulled together one of the largest troves of information, resources, explanatory and point-of-sale materials – often in bilingual versions, in its new website. The site is also linked to Transitions' professional sites and education areas.



Using Facebook 'Sponsored Stories' to Boost Your Social Media Efforts

By Alan Glazier, OD, FAAO

ROCKVILLE, Md.—While getting “likes” is one goal of internet marketing, I’ve been asking people lately “how’re getting likes goin’ for ya,” intimating that most people don’t know what to do with “likes” or even why they’re important for that matter. They just do it because people are telling them they need to be doing it.

Effective Facebook campaigns are supposed to be geared toward attracting “friends of friends.” Those are people who connect to you because of a friends “like” or recommendation. These “likes” are seen as more valuable as they come through a perceived trusted acquaintance and as a result are more likely to take some kind of action through your page, anything from “liking” it to generating a new customer from it.



Cool Tools

Conversion Tool

Looking for a quick and easy calculator to turn inches and feet into metres and kilometers? A simple and cool to use tool, developed by a French real estate company (!) it quickly calculates lengths and converts them instantly to what you need.





Do you know a word addict? Are you yourself playing multiple games of Scrabble or WordsWithFriends? Need help with crossword puzzle options? Anagrams? This site makes words from letters.





Sites to See

World Sight Day – Oct. 11

Dozens of companies within the optical industry, thousands of practitioners around the country and the world are gearing up to take an active part in World Sight Day – and encourage their patients and employees to do the same. World Sight Day 2012 is Oct. 11. The initiative is part of a year-round mission “to improve the quality of life of people who are needlessly blind or vision impaired simply because they do not have access to an eye exam and a pair of glasses.” The Optometry Giving Sight website is loaded with informational video and many updates which can explain how eyecare practitioners and their patients can donate a portion of their sales, or a component of their purchase to the cause.



The Rise of The 'Connected Viewer'

NEW YORK—More than half of adult U.S. cell phone users, 52 percent, are multi-tasking while watching television.

As more people multi-task, the implications for all content and marketing messages is being transformed, points out a new study by Pew Internet & American Life Project which just issued new research this summer.

Television's solitary screen is being supplemented by multi-screen interactivity. Half of all adult cell owners (52 percent) have used their phones recently for engagement, diversion, or interaction with other people while watching TV. Pew measured the prevalence of these multi-screen viewing experiences by asking the 88 percent of American adults who are cell owners whether they had used their phone to engage in several different activities while watching television in the 30 days preceding an April 2012 survey.


Quick Click

On which of the following sites does your practice/optical dispensary have a posted business page or profile?

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