REDO #1: SATE THE ON-DEMAND DESIRE.

Same-day prescription eyewear hand-delivered to the home or workplace is doable, and why not, asks Bimal Patel, O.D., now that consumers expect extraordinary levels of service.

“We want to be known for that in Houston,” says Dr. Patel, owner of Focus Refined Eye Care, whose second practice opened last month near Houston’s M-K-T Heights. Same-day delivery for best-selling frames and common prescription types goes beyond online retailers’ “at-home try-on” proposition because Dr. Patel will dispatch staff to fit and adjust eyewear.

“Everybody wants everything on demand. We want it now,” adds Darryl Glover, O.D., of MyEyeDr., in Durham, NC. “Whether it’s an online refraction or virtual showing of eyewear, that will be key.”

The “O” of “on demand” is bookended by an “I” and “P,” he says, but the IOP acronym does not stand for intraocular pressure. It’s short for other eye-openers ECPs must consider: “influencer” and “pop-up” retail, but first...

REDO #2: DIAL IN DIY SCHEDULING.

In keeping with the no-wait mandate, Ruth Domber, owner of 10/10 Optics in New York City, says that she urges eyecare professionals to offer online appointment booking already.

“People’s time is allocated differently than it was before the pandemic,” she says. “People don’t know where they are going to be three days from now,” due to the unpredictability of school and workplace closings. Should patients suddenly become freed up, they want the ability to book appointments easily, even if it’s at midnight.

“When I go to sleep and see the doc’s day is half empty two days from now, I am no longer worried because I know when I wake up, I am going to have at least two to six more appointments booked,” she tells EB.

Challenged whether online appointment booking is really eye-opening or sexy, Domber says, “How is that not sexy? Autonomy is sexy.”

REDO #3: TAP INFLUENCE. IT GOES A LONG WAY.

Size matters. Step aside, mega-influencers like Kim Kardashian. It’s “nano-influencers” with 10,000 or fewer social media followers whom ECPs can enlist to attract new patients.

“Connecting with nano-influencers in your local community is a game changer simply because they have better engagement than mega-influencers,” says Dr. Glover, who also is co-founder of Defocus Media. Nano-influencers are willing to barter for services, rather than fees, and they convey authenticity celebrities lack.

More than 89% of marketers find influencer marketing effective, and 42% claim ROI exceeds all other strategies, according to SocialPubli.

How to find nano-influencers? Local newscasters, athletes, and mommy bloggers with loyal followers are good prospects, says John Lawson, CEO and chief marketer at ColderICE Media in Stone Mountain, GA. Invite prospective influencers to experience an eye exam so that testimonials ring true.

Don’t micromanage, cautions Lawson, an influencer in his own right with 51,000 Twitter followers and 24,500 on Instagram. “Remember: They are not representing you,” Lawson says. “They are representing you to their audience.”

REDO #4: POP GOES YOUR SHOP.

Pop-up retail comes in many flavors. Exclusivity and the fleeting nature of temporary spaces create urgency and organic brand awareness. Often involving a short-term lease in a shopping mall or vacant storefront, pop-ups also spring forth in street alleys, music festivals, converted shipping containers, and gleaming Airstream trailers.

“We love pop-ups!” says Focus’ Dr. Patel, whose approach did not involve leasing. Dr. Patel simply filled his shop’s displays with Tom Ford frames to create a Tom Ford pop-up for the evening. Add a DJ, door prizes, libations, and local influencers for a fun night and social media buzz in the days to follow.

2020’s upheaval depressed real estate in many areas, making pop-ups more accessible. Secure a temporary space now “for pennies on the dollar,” says Dr. Glover, before prices rebound. Or explore opening a pop-up inside the office of a family physician or pediatric care facility to gain exposure to new patients.

Among brands that try pop-ups, 80% declare it a success, 66% say it creates instant buzz, and 58% would do it again, according to University of South Carolina Department of Retailing research.

REDO #5: EMBRACE THE “R” WORD.

Relationships. More important now than ever.

Nurture connections with patients with friendly emails that build genuine affinity. Avoid clichés like “We’re all in this together,” says Domber of 10/10 Optics. “Those are platitudes people are tired of hearing.” Consumers are truly exhausted coping with this pandemic.

Instead, a monthly email with breezy graphics is a way of saying hello, to share personal anecdotes or expressions of gratitude. Friendly and short—100 words is sufficient.

It’s not a selling mechanism. Email is a relationship-building tool that’s achieved an impressively high 40% “open rate” for Domber’s business.

“You have to find your own ‘secret sauce,’” she says. “I believe the relationship is what holds people’s fidelity. The choice they make to come to you has to come from something in the heart.”