Tag Archives : marketing

OGI Eyewear: Autumn 2017 – Fall in Love with Bon Vivant

OGI Eyewear: Autumn 2017 – Fall in Love with Bon Vivant

Bon Vivant, Ogi Eyewear’s brand of French-design affordable luxury eyewear, will be releasing a new collection of fashion-forward frames this fall—highlighted by the Esmeralda and Roland. Delivering the essence of European style with chic silhouettes, upscale acetate, and ornate detailing, these rarefied models typify the elegant aesthetic for which Bon Vivant is beloved the world over. The Esmeralda and Roland represent the brand’s commitment to developing the most daring yet sophisticated trends that push the boundaries of fashion—in the optical industry and beyond. Esmeralda A delicate and glamorous combination frame, the Esmeralda has been made by hand from sleek stainless steel and high-quality translucent acetate. The slightly upswept silhouette of this cat-eye style imbues it with a touch of feminine flair. Wrapped in acetate, the textured metal inserts and temples provide visual interest and elegance while giving the Esmeralda its sturdy, yet lightweight, feel. Available in a dazzling colorway—featuring Onyx Black, Moroccan Sand, Lagoon Green and Biscay Blue—the Esmeralda has all the traits of an outfit-making frame. Roland Bon Vivant’s new Roland optical frame...
Filed in: Eyewear, Products
0
Digital Marketing TIPS By Daniel Rostenne: SMS Marketing

Digital Marketing TIPS By Daniel Rostenne: SMS Marketing

Get Ready to Use SMS Marketing to Connect to Patients Looking to shake things up and really engage your patients? Take your marketing off the screen (or the paper) with a live, in-person event. Think out-of-the-box – beyond trunk shows – to create an event that benefits your patients, strengthens your relationships and highlights your expertise.   We have recently helped a number of clients launch successful optometric events such as glaucoma screenings and dry eye day events. These events can lead to higher profits per patient by promoting exams or procedures that cost more than standard services. A lot of strategy and planning goes into these events but they can have a huge impact on your practice by enhancing community involvement, creating awareness and building trust with your patients. Events can be focused on products or services you offer at your practice or serve to build awareness about a particular eye health issue. Choose a topic that is relevant to your patient base and check the calendar well to ensure you select a date that is free from conflicts with holidays or local events. Targeted vs. Public Events One of the decisions you need to make in planning...
Innotec: The Future is Now

Innotec: The Future is Now

Innotec, a paradigm-shifting line of ultra-light eyewear, is set to fortify Ogi’s strong spring collection with three revolutionary, soon-to-be-released styles: the Sawyer, Lennox, and Carden. Uniting cutting-edge materials and the most on-trend shapes, these models from Innotec make up an energetic trio—and serve as the perfect series to propel you into spring. Delivering standout style in a featherlight construction, the Sawyer, Lennox, and Carden are sure to make a statement in the new season. Sawyer This fashion-forward and ultra-light pair of optical frames is exemplary of Innotec’s innovative approach to eyewear design. With an extremely durable construction of futuristic TR-90 surgical plastic and sleek metal silhouette rings, the Sawyer revolutionizes modern style. The soft angles of this impeccably handcrafted unisex frame are flattering to an assortment of face shapes. The Sawyer’s colorway, versatile and attractive, ranges from classic Tortoise to bold—but not brash—Burgundy, Grey, and Navy. Lennox The Lennox by Innotec is the capstone of the brand’s sterling spring lineup. This frame is defined by its sleek metal silhouette rings, which have been inlayed...
Filed in: Eyewear, Products
How To Be The Local EyeCare Superhero

How To Be The Local EyeCare Superhero

How To Be The Local EyeCare Superhero I’ve said it before, but it’s worth saying again – specialty marketing can take your practice in a whole new direction and bring in tons of revenue. The goal of specialty marketing is to differentiate your practice from the local pack and to draw attention to your practice expertise.  In fact, we have found that practices that promote an expertise attract more patients than those without – even for general optometry.  This is likely because they are respected as and perceived to be experts in eyecare in general.  In fact if you do it well enough, (and really practice what you preach) you can even get other ODs referring to you, because they will also consider you the local expert. Whether you specialize in specialty contact lens fitting, dry eye treatment, vision therapy, low vision or even high end eyewear, you create a unique niche for your practice when you focus your marketing on what makes you stand out. Here are some of the key aspects of specialty marketing that you should incorporate into a campaign to establish your expertise: Web Content Include content about your specialty in a central location on your homepage and...
Filed in: Editorial, Marketing
Is Your Practice Marketing Hurting Your Web Traffic?

Is Your Practice Marketing Hurting Your Web Traffic?

Is Your Website Marketing Hurting Your Traffic? A patient on a cellphone looking for your office hours clicks on your website from Google search results and upon arriving to your homepage an ad pops-up, blocking all of the content on the homepage.  While you think this is a great way to force the visitor to pay attention to your message, it can be pretty frustrating and intrusive for the patient who has different information on his agenda. This form of interruption marketing is called an interstitial ad and Google is cracking down on this type of ad because it hurts the user experience. Consequently, this month Google rolled out an “intrusive mobile interstitial penalty” which will penalize website ranking for sites that use this tactic in order to reduce this type of intrusive advertising for mobile users. The goal of the penalty is to prevent website managers from withholding visitors easy access to the content they seek on a mobile search. How does this penalty play out? Firstly, the penalty only applies to interstitials that appear in the direct path of a Google mobile search result that leads to specific website page.  This means that it will not affect interstitials that...
The HIPAA Question We are All Asking

The HIPAA Question We are All Asking

Part 1 Here’s a scenario: A practice gets a scathing online review by an unhappy patient. The doctor writes a polite response explaining her side of the story and offering an apology for the misunderstanding.  The patient sues the doctor for violating his confidentiality.  It’s what nightmares are made of. But does this patient have a case? What does HIPAA dictate about responding to online reviews? This new reality invokes quite a bit of uncertainty about if and how you can respond to negative reviews without violating HIPAA and what exactly implies consent.  So, we are going to (try to) clarify things a bit by taking a deeper look at the issues at hand.   First things first. You shouldn’t avoid responding to reviews because you are weary of HIPAA.  The question is not whether to respond but how to respond and truthfully, the answer isn’t cut and dry. There are (at least) two sides that should be considered and each practice will have to choose for itself how strict it will be.   Implied consent? THE pivotal question we face is whether a patient posting a review of your practice, especially if it includes details about a visit, constitutes implied consent and whether...
Filed in: Editorial
Creator of Innexus, Innereactive Media, Wins Michigan 50 Companies To Watch Award

Creator of Innexus, Innereactive Media, Wins Michigan 50 Companies To Watch Award

Innereactive Media is the recipient of the the Michigan 50 Companies to Watch award in 2016. The Small Business Awards Program and Celebration recognizes 50 companies that are innovative, achieving growth and success and are looking forward to having a breakout year in 2016.
Filed in: Industry Info
5 Old Technologies that are Hurting Your Practice Website

5 Old Technologies that are Hurting Your Practice Website

You wouldn’t want your patients to walk into an old-fashioned office with out of date equipment, antiquated eyewear displays and ancient processes. Likewise, your virtual office – i.e. website – should be upgraded regularly. Having an outdated website can be more harmful than just the negative impression it leaves on visitors – it can actually be hurting your practice. Here are 5 outdated website technologies that could be causing damage to your practice website and reducing its’ effectiveness at bringing in patients: HTML:  If your site was built more than 15 months ago, it’s probably not using HTML 5… which is bad because code matters for web search and visibility. HTML 5 helps search engines better understand what your site is about and allows webmasters to instruct search engines how to read certain parts of your site. In short, HTML 5 is better for your SEO and helping potential patients find your practice online. Load Time (over 1.5 seconds):  If your site is on old technology, then it probably surpasses the ideal load times, and that’s bad for business. Visitors prefer sites that load faster, and so does Google. In fact, Googleexperiments...
Filed in: Marketing
How Your Website Images Sell Your Practice

How Your Website Images Sell Your Practice

Even if you don’t sell eyewear on your website, you are always “selling eyewear” on your website, and everything else related to your practice for that matter. When visitors come to your optometry website, they have eyes on their mind. They are imagining what their experience will be in your office and whether you will provide the medical care, services or optical selection they want.  Your website images will help them decide whether they will take the next step to make an appointment or drop in for a visit.   The most important images your website visitors will look for in making this decision are: ·         Pictures of your doctors and staff. ·         Pictures of your office and exam rooms. ·         Pictures of your optical (if relevant) – including your frames selection. Based on the content and the feeling these images evoke, your visitors will decide whether your practice offers the experience and products they seek, so you want to make sure they portray an accurate picture! Here are some essential qualities your images need to convert website visitors to patients and customers: ·         Relevance: Images should...
The Importance of Saying Thank You (and How to do it Through Digital Marketing)

The Importance of Saying Thank You (and How to do it Through Digital Marketing)

Thanksgiving was last week and it had me thinking about just how important it is to say thank you to your customers.  Giving your patients the recognition that they CHOSE YOU, when they could have chosen any other optometrist out there reinforces that they made the right decision. It builds trust, loyalty and goodwill and they will certainly remember it when it’s time for their next eye exam. Also, creating a culture of gratitude leads to more overall success in any business. Research shows that customers spend more, employees accomplish more and vendors are more likely to pay in a timely manner when they feel appreciated by being thanked regularly. When giving thanks be sure to: Be specific: Focus on exactly what you are thankful for. Be personal: Recognize that you are singling them out. Add value: Even a small favor will elicit an instinct of reciprocity where your patients will want to “pay you back” by spending more and returning for their optometric needs. Here are some easy ways to show gratitude using digital marketing: Create a nice thank you graphic that can be sent by email or as a postcard after a visit. Run a Facebook thank you campaign.  Publically thank patients...
This Secret Ingredient May Not Be An Ingredient At All!

This Secret Ingredient May Not Be An Ingredient At All!

    Ever hosted a big event… without a caterer?  You know exactly what you want the big event to look like and what you want your guests to eat… but beyond that, you need some real expertise to pull it all together.   Good caterers not only provide an excellent meal, but they bring their expertise to make the whole event successful.  Timing, decor, layout… they make it happen. Your Web Manager is your web marketing caterer.  Not only do we look after all the cooking, but we look after the entire event. Your monthly meeting with your Web Manager is the key to making it all happen.  So, what exactly do you need to tell your Web Manager to start bringing in new patients for your practice? Your Web Manager is your practice’s personal Marketing Chef.  He knows your likes and dislikes, your strengths and weakness and what you wish to serve to your community. Like a well planned meal, your web managers ensures all of your marketing is coordinated, timely and most of all, effective at giving your prospective patients the full flavor of what your practice has to offer. But what are the 4 guidelines you want to convey to ensure your success? What...
What’s Worse than a Bad Review?

What’s Worse than a Bad Review?

          No Reviews! I know, it’s hard to ask your patients to post reviews for your practice.  It’s uncomfortable, your front desk staff always forgets, and you’re already maxed out with information you need to provide your patients post exam.  Even more so, you’re concerned this could invite negative reviews and you certainly would rather have no reviews than bad ones. Plus you are already asking patients to review your practice on your patient communication software – you don’t want to email them again to ask them to put that same review on Google or Yelp. That is simply asking too much! Well, you are right. It probably will be too much for most people, but here is why you should ask anyway and let them decide that.  The bottom line is that 70% of people out there do some kind of online research before making a purchase or trying a new service and the SEO value of reviews is indisputable. If your prospects look on Google Local search results and see one practice has 17 mixed reviews (good and bad), and you have none, they are going to go with the one that at least has some good comments over the one they know nothing about. They will...
Facebook’s New Business Verification Badge and What it Means for Business Owners

Facebook’s New Business Verification Badge and What it Means for Business Owners

Last month, I touched on the fact that we weren’t really seeing much ROI from Facebook marketing for our clients and brought some stats that showed we aren’t alone. I also mentioned that Facebook had added a call to action/book an appointment button in an apparent attempt to offer some value to rightfully disgruntled business owners. Well, now Facebook has made yet another effort to improve the virtue of their platform for online marketing – a verification badge. What is the value of a verification badge for business Pages? Verification is a process that many online business directories such as Google My Business and Yelp use to help users find the authentic accounts for businesses (sometimes duplicate pages may exist so this helps users identify and communicate with the real or main one) and provide a “stamp of authenticity” by the business owner. More importantly, verified Pages will also show up higher in Facebook search results and see more exposure on Facebook. Here is an image of what this will look like on your dashboard if your Page is eligible for a verification badge…     While not all Pages are eligible for verification at this time, the option...
Are You Getting ROI from Facebook?

Are You Getting ROI from Facebook?

Is Facebook Really Worth the Effort? Hey Facebook users – I’ve got a question for you. Anybody found a good way to measure the returns of your practice’s Facebook efforts? Like so many businesses out there, we’ve been investing time, money and resources into Facebook marketing for our clients for years. We know how to get likes and engagement, but we think we are missing something. We’re measuring, but we aren’t finding website traffic as a result of this engagement. And we are asking, but we don’t hear from any practices that patients came to them because of Facebook. In other words, in pursuit of all of these likes, shares and comments, we don’t see that it is actually amounting to much in terms of practice revenue. And it seems we are onto something…In a survey conducted last April by Manta which asked small business owners for insights on their social media return on investment (ROI), 59% reported that they did not see ROI from their social media activities. Similarly, in it’s 2015 Social Media Marketing Industry Report, Social Media Examiner found that only 45% of marketers interviewed reported that their Facebook marketing is effective. Further,...
Is Your Website Due for a Makeover? Read This First.

Is Your Website Due for a Makeover? Read This First.

Elements of an Effective Website Upgrade The Website Makeover of Bright Eyes Family Vision Care Dr. Nate Bonilla-Warford of Bright Eyes Family Vision Care knew his website was due for a makeover.  I asked Dr. Nate to tell us about the process and the final result, here’s what he has to share,  “In addition to a general design update, I wanted to optimize the site for the search engines and incorporate my three sites into one main, branded site (including the blog that has been active since 2007).” Dr. Nate worked very closely with our design team to create the custom website he dreamed of. You can check out the final the result at: http://brighteyestampa.com. While working to create an aesthetically beautiful design, the more important goal of optimal functionality was a key consideration.  To make sure Dr. Nate’s site incorporated the most current advances in design, functionality and optimization, we focused the following elements: User friendly-easy to navigate. The sight is bright and clear and users can easily and intuitively find the information they are seeking. Branded to create a memorable impression. The color scheme along with the graphic...
© 2015 C&E Vision's Industry News Feed. All rights reserved.
Service Provided By CandE Vision Services.