CONTACTS IN FOCUS

Social Contact

Using social media as a tool to promote your contact lenses is smart business

social media is redefining the way people communicate and it only makes sense for eyecare practitioners to be on board. Today’s social media sites offer a wealth of business opportunities—including an opportunity to engage with patients on a more personal level. And when it comes to marketing and promoting products like contact lenses, social media can be a powerful platform.

CONSUMER CONTACT

“Social media is vital for any business in this day and age,” says Sally Halim, O.D., founder of Village Eyecare in Woolwich Township, NJ. She makes sure her practice’s Facebook page always has fresh content. “We post everything from optical illusions to medical advancements in eyecare, to the announcement of new frame lines, and even the availability of appointment times. Patients seem to enjoy checking out our Facebook page and we feel it helps capture those patients who are looking for a technologically advanced office.”

Facebook and other social media sites can be very helpful in sharing information about contact lenses—such as the dangers of some costume contacts, or the advancements in colored contacts.

“There has been a host of new colored contacts on the market recently,” Dr. Halim says. “The contact lens companies equip us with a media package so patients can upload their own photos and ‘try’ these lenses on. It’s things like this that really make promoting new products in the contact lens industry quite effective through social media.”

CONTENT STRATEGIES

Dr. Halim breaks down some of her most engaging strategies.

NEW MATERIALS — In addition to posting information about new eyewear products in general, Dr. Halim also posts about advancements in new contact lens materials.

SURFING — Use staff to not only help generate ideas and original content, but to share what they’ve seen elsewhere.

GO VIRAL — The power of viral videos and posts is undeniable. Dr. Halim shared an article that had gone viral about a young patient who over-wore her contact lenses and developed a severe, blinding infection. Dr. Halim got a lot of interest from her own patients through it.

MIX IT UP — Patients appreciate a mix of fun content and health-related news. So post about your newest contact lenses, post about your office, post about lifestyle issues, post an optical illusion, and post more about your contact lenses. A variety of content is important because it gives patients a reason to keep checking back on your page.

BE IN IT TO WIN IT — Promotions and contests are surefire ways to keep patients engaged. Think up fun ways to promote a season, a product, or anything else with a fun contest. For instance, when Dr. Halim’s page reached its 400th “like,” that visitor won a pair of non-prescription sunglasses.

— Lindsey Getz