In today’s digital age, the journey from the initial online search to making a purchase is increasingly important for health care practices, including eyecare providers. Eyecare Business had the privilege of speaking with Stephen DuBois of Dau Family Eye Care in Jacksonville, Florida, who shared insights on how they effectively guide patients from scrolling through their devices to an in-person experience. Our conversation highlighted the benefits of social media, the importance of maintaining a consistent brand persona across digital and in-person interactions, and the advantages of participating in buying groups.  

In our conversation, it became clear that successfully guiding patients from online searches to in-person visits requires a strong understanding of their existing knowledge and effective use of social media. Maintaining an online presence is essential but requires dedicated staff to manage and maintain it. By embracing technology and prioritizing transparency, Dau Family Eye Care addresses misconceptions with transparency to build trust with patients. Dau Family Eye Care’s involvement in a buying group helps enhance staff training and fosters collaboration, which ultimately benefits both the practice and its patients. 

EB: Why do you believe some, if not all, patients arrive "pre-educated" and, in some cases, misinformed?  

Stephen DuBois: Many patients arrive pre-educated due to the accessibility of information, which can be both a positive and a negative. There is a wealth of optical information out there—from ads for 2 pairs of glasses for $79 to various lens filters and manufacturers. Some of these mainstream ads lead people to assume that visiting a private practice means they will spend more money. To combat this misconception, we use an AI bot on our website that interacts with visitors and explains our practice with as much transparency as possible.  

EB: How do you rely on social media to advertise your practice?  

SB: Honestly, we do not utilize social media enough. Effectively managing our online presence would require a designated person to allocate the necessary time, but we currently lack that resource.  

EB: How do you align your online/social media presence with the in-office patient experience?  

SB: We strive to make information easily accessible on our website. Visitors can find details about our services, such as vision therapy for children with binocular vision issues, dry eye therapy, and myopia management. I am also working to establish a stronger presence within local groups that align with the services we provide.  

EB: Are you part of any buying groups? How does this benefit you beyond the obvious financial advantages?  

SB: We are part of Vision Source! We use many of their educational platforms for staff onboarding and continuing education. Additionally, we leverage the network to connect with peers and exchange ideas on how to grow as a practice and improve outcomes.