Optical Prism January 2021 | Page 31

OPTICAL PRISM | FEATURE
Of course , not every patient can be seen online . But , a patient with an eye injury , for example , might be able to get first aid advice through tele-optometry while they ’ re waiting for treatment .
Or , a patient who needs regular care might be able to do some of their appointments virtually .
It ’ s worth reviewing your patient ’ s needs to see if they can benefit from tele-optometry . It ’ s also worth consulting your college for the most up-to-date tele-optometry policies .
Shoppable Social Media
It ’ s becoming easier and easier for people to purchase things directly from social media .
Social media is no longer just a catalogue of products -- it ’ s becoming the store where people shop .
Paid ads aren ’ t the only way to get people to notice your products anymore . Organic , unpaid social media can also be a gateway to new patients ( and for patients , it ’ s a gateway to new products ).
Instead of patients seeing a pair of glasses and then having to try and find them on your website , social media platforms like Instagram allow patients to purchase the glasses directly , without leaving the app . Instagram does get a cut of the sale , but you get direct insight into the kinds of posts that lead people to buy from your practice . Your Facebook and Instagram can also be customized with action buttons that allow patients to book appointments , send a message , and more .
ReCommerce
Reduce , reuse , recycle has been reinvigorated with ReCommerce expected to take off in 2021 .
Specifically , the second-hand market has the potential to double in the next five years .
Consumers are increasingly motivated by sustainability , with many valuing sustainability over price .
Even before COVID-19 , more and more people were interested in second-hand goods . Now , with more people focusing on frugality , the ReCommerce market could grow even more than expected . While there is clearly not a lot of opportunity in used lenses , used frames could be a great opportunity for your practice . There are some eye care businesses built entirely around vintage eyewear .
When patients buy a new pair of glasses , why not accept their old pair ? Buy-back programs that give patients a discount when they return their old frames are a great way to incentivize patients to do this . They know their old frames aren ’ t going to waste and another patient gets a new ( to them ) pair of frames at a discounted rate . If you ’ re not interested in reselling second-hand frames , use this as a cause campaign and donate their old eyewear to charities that deliver glasses to third-world countries .
Human Contact as a Premium Service
More and more businesses are moving operations online and that was well before COVID-19 .
With coronavirus closing many in-person options , even more stores took their business online . It ’ s no surprise that many optometry practices are offering online contact lens ordering and virtual frame galleries .
What might come as a surprise , however , is that human-to-human contact is the new way to stand out . With so businesses opting for
With coronavirus closing many in- person options , even more stores took their business online . It ’ s no surprise that many optometry practices are offering online contact lens ordering and virtual frame galleries .
online and virtual solutions , the old-fashion and in-person approach has become a differentiator for luxury .
In fact , higher income levels often have a preference for face-to-face customer service . In a digital world , a human touch creates a level of prestige . But in a world still dominated by COVID , this human touch doesn ’ t necessarily have to be in-person . A chat feature on your website or a personal style assistant to accompany an online frame gallery can give consumers the highend experience they ’ re looking for in 2021 and beyond .
As a content and SEO specialist at Marketing4ECPs , Brynn spends her days creating content that ranks for eye care practices all over North America . You can reach Brynn at marketing4ecps . com . OP
OPTICAL PRISM | January 2021 31