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For eye care professionals

How can social media improve awareness of your optical practice?

21 August 2019

If patients don’t know you exist, or aren’t familiar with your practice, how are you going to show potential patients what you can offer?
We live in a world where digital has become the driving factor in almost everything we do, from running businesses to the latest gadgets. Digital can be a vital factor in growing an independent business, such as an optical practice, so it is crucial that businesses of this kind are taking advantage of every opportunity.
Utilising marketing effectively can be a key factor in building awareness and growth of independent optical practices. While traditional marketing, such as word of mouth and passers-by, can still be very helpful, it is digital marketing that now has a great hold of attracting new patients.
Digital marketing can provide an edge in improving awareness of who you are no matter how big or small your practice or presence.

Why do you need to use social media?

Today’s patients are looking for so much more than the most affordable price, which was a popular decision factor a few years ago. Instead, the evolution of patient expectation has resulted in patients looking for the best service, companies that offer sustainability, the latest technology and the most convenient solution for them.
If these patients don’t know you exist, or aren’t familiar with your practice, how are you going to show potential patients that you can offer these important points?
Digital marketing, and social media in particular, can provide an accessible and cost effective way for you to shout about your practice and demonstrate what makes it unique.
Your presence on social media can give you the opportunity to advertise who you are, widening your audience and reaching patients that could have otherwise missed you.

How can you use social media to your advantage?

In today’s world, if you’re not online, you’re missing out on business. Using social media helps to put your business in the conversation. It will help you find people looking for recommendations on local opticians and listen to patients’ pain points so that you can use this information to your advantage.
Channels such as Facebook advertising means you are able to put your practice in front of those most likely to visit your practice, through targeted demographics and interests. If you know your current patients well, you are able to tailor the content you post so that it resonates well with your audience.
Whether you want to use social media in a purely professional manner, or you want to give your practice a friendly persona for patients to approach, the platform gives you that opportunity. Use social media to engage and connect with those in your industry, explain to patients what you do, offer promotions or advertise the technology and methods you use.
Social media can help return results too, whether it’s an increase in followers or comments on your posts, you can bet that more people are hearing about you.
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