Video Marketing the Expertise in Your Optometry Practice
October 9, 2019
By Maddie Langston, IDOC Practice Marketing Consultant
Wouldn’t it be fantastic if in your optometry practice marketing you could simply talk to people in your area to tell them more about what kind of services you provide, create awareness of various eye diseases and promote optometry in general?
Most people have no idea what orthokeratology is, for instance, but may be really interested once they learn about it! Many have no idea you may diagnose and treat dry eye syndrome, or that you handle eye emergencies, or many other wonderful aspects about the services offered at your practice, or why they should consider you for eye care before your area competitors.
The good news is that there is a powerful way to increase awareness of you, the optometrist and the expertise at your practice, and that is through video. Phones (mobile devices) have come a long way – the latest phones are more than adequate to record video right there in the practice. You don’t need to produce commercials in your video content. In some ways, video content which feels like a commercial may be off-putting to consumers. Simply recording video in your practice of you talking about a specific issue for between 2 – 3 minutes in “patient-friendly” (not overly technical) language can be a very effective way to create awareness of your expertise.
Consider purchasing a tripod to hold your phone along with a Bluetooth enabled remote which allows you to start and stop recording the video. These tools are helpful for recording videos by yourself in the practice.
Share your video content on the following channels:
YouTube: It’s free to create a business channel for your practice through Google business. YouTube is more than “social media” – it’s a search engine. It’s the 2nd most utilized search engine in the world behind Google. YouTube links may also be shared anywhere (in presentations, in email campaigns) and there are some SEO benefits for your primary website, too.
Facebook: Most optometrists with whom I consult have their practice Facebook page up and running and are looking for good content ideas to increase engagement with their followers, who are mostly comprised of patients. The goal is to talk directly to that audience so they in turn engage and interact with you and recommend you to other people. They follow you because they like you and trust you. You are the best person to talk about eye care with this audience.
Now your next question may be – where do I start?
Your story: Why did you choose to become an optometrist? What do you enjoy about the profession? What is the history of your practice? Tell people more about what drew you to eye care and why you’re proud of what you do at your optometry practice.
Specialties: Vision therapy, dry eye treatment, myopia control, orthokeratology – most people have no idea what these specialties are, how they may benefit and that you provide these services, so one obvious subject for video content are any and all specialties in your practice.
Monthly eye care themes: Decide on an eye care focused topic for each month in the year and commit to creating a short video in which you discuss the theme.
Technology inside the practice: You may have invested in equipment which you feel enables you to provide a great eye exam, like an OCT. Talk about the equipment and show people how it works!
Product reviews: Let people know your opinion on the products you dispense at the practice, things to look for when purchasing eyewear, etc.
If you commit to recording a video each month and sharing to Facebook and YouTube, over time you will continue to gain views, engagement and generate great awareness of the eye care expertise in your practice.
Maddie Langston brings extensive experience in marketing and sales administration and has developed strategies to drive sales for various industries. Most recently, Maddie developed marketing programs for a national network of independently owned auto repair service centers. She earned a Bachelor of Arts degree in English from Liberty University. Maddie and her husband Jim have a teenage son and two beagles. She enjoys reading, watching documentaries and hiking in her spare time. For questions or comments regarding this article, please email firstname.lastname@example.org.