For optometrists in the UK, the biggest challenge for their practice is not the lack of demand — but possibly the means to market their services effectively. Whitehat's AI healthcare consulting team can help.
A recent study by The College of Optometrists revealed that 73% of their survey respondents said they would go to an optometrist for information about eye health. Furthermore, 74% of people in the UK were found to be wearing either corrective eyewear or have had laser eye surgery, with the help of an optometrist, to improve their vision.
Because the growing population recognises the importance of eye care, the demand for optometrists continues to increase. Eye care has become a primary concern for British people today, and they are taking advantage of modern technology to gain a better understanding of this topic.
According to a study by the Pew Research Centre, 74% of adults use the Internet. Of those, 82% say they have looked online for information about health topics, such as medical eye care, eye exams, prescription eyewear, and contact lenses. To start their research, 77% of online health seekers use search engines like Google, Bing, and Yahoo.
So, How Does Your Optometry Practice Take Part In All of These?
Judging by the figures above, it’s easy to say that potential patients will not immediately be convinced to obtain your optometry services. They do a lot of online research before selecting an optometrist who matches their eye care needs.
With the demand for optometrists climbing steadily year over year, many optometry businesses expect to see growth in their practice in terms of increasing number of customers. Unfortunately, this doesn’t happen to some. Whilst primary eye care becomes increasingly important to potential patients, many optometrists will miss out on tremendous business opportunities if they don’t develop and implement a digital marketing plan for their practice.
Optometrists Need To Develop A Digital Marketing Plan To Eye On Today’s Tech-Savvy Patients
Most healthcare professionals still market their services the traditional way, occasionally seeking the help of newspapers and radio stations to reach patients who might need them. While these platforms are tested marketing tools (and were great decades ago), they are not the most effective solutions in today’s digitally driven world.
Whether you're farsighted or near-sighted of the fact that digital marketing must be part of your strategic business plan, here’s the truth no matter how hard you rub your eyes:
Most of your potential patients are searching for optometrists on the Web. Most of your colleagues know this, as they are bringing their practice online to reach more patients needing expert help.
Is your optometry clinic showing up on the search engines when potential patients in your area search for an optometrist like you? Are you getting quality traffic from organic, referral, social, direct, and paid sources? Will potential patients find your optometry practice on online listings when they search locally?
With an increasing number of searchers using their mobile devices to find quality eye care services and optometrists they feel comfortable with, optometrists who don’t have a mobile-friendly website won’t be able to target potential patients who use their smartphones and tablets during their research process.
But that’s not all.
Even if you have a professionally designed, mobile-friendly website and local listings, will potential patients find positive online reviews about your optometry services? Online reviews play a significant role in helping patients decide whether to contact you or jump to another optometry website.
Do you have active social media accounts that let potential patients learn more about you and your optometry practice? Will they find relevant and compelling content on your blog and other online platforms?
You must develop a digital marketing plan for your practice to stay on top of your game.
You need to know your visibility grade across different marketing categories, target locations, and against your competitors, and you need to gain marketing insights to help you develop your digital marketing plan.
For busy professionals like yourself, this means a lot of work! You also need to stay focused on more important matters related to running your optometry clinic.
Look Very Closely — We’re Here To Help You See A Clearer Picture.
We will help you strategise and develop a digital marketing plan — and implement it— to build and expand your brand’s presence online with our Brand Optimisation Service and other Online Marketing Services:
- Brand Establisher
- Responsive Web Design
- Search Engine Optimisation
- Local Online Marketing
- Social Media Optimisation
- Click Advertising
- Online Reputation Management
- SEO online audit
- Brand Booster
Frequently Asked Questions
How can optometrists improve online visibility and attract more patients through digital marketing?
Optometrists can enhance their online visibility and attract more patients through various digital marketing strategies:
1. Search Engine Optimization (SEO)
- Optimize your website for local search terms, such as "optometrist near me" or "eye doctor in [your city]."
- Create informative content about common eye conditions, treatments, and preventive care.
- Ensure your website is mobile-friendly and loads quickly.
2. Google My Business
- Claim and optimize your Google My Business listing
- Encourage satisfied patients to leave reviews
- Regularly update your business hours, services, and contact information
3. Content Marketing
- Start a blog addressing common eye health concerns and frequently asked questions
- Create infographics about eye care tips or the importance of regular eye exams
- Develop video content showcasing your practice and explaining various eye care procedures
4. Email Marketing
- Build an email list of current and potential patients
- Send regular newsletters with eye health tips, practice updates, and special offers
- Use email to remind patients about upcoming appointments or annual check-ups
5. Social Media Marketing
- Maintain active profiles on platforms like Facebook, Instagram, and LinkedIn
- Share eye care tips, patient success stories, and behind-the-scenes glimpses of your practice
- Use social media advertising to target potential patients in your local area
6. Online Advertising
- Invest in Google Ads or social media advertising to reach potential patients actively searching for eye care services
- Use retargeting ads to stay top-of-mind with website visitors who didn't book an appointment
7. Telemedicine Options
- Offer virtual consultations for initial assessments or follow-up appointments
- Promote your telemedicine services on your website and social media channels
8. Patient Education
- Create downloadable resources like e-books or guides on topics such as "Choosing the Right Eyewear" or "Understanding Glaucoma."
- Host webinars or live Q&A sessions on eye health topics
By implementing these digital marketing strategies, optometrists can improve online visibility, establish themselves as trusted eye care professionals, and attract more patients. Remember to track your results using analytics tools and adjust your strategies based on what works best for your specific audience and location.
With the tools and technology we have, we will provide everything you need to boost your digital marketing campaign and eventually grow your business.
Please email us now or call 020 8834 4795 so we can schedule a free consultation with you today.
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- Visualise Digital Marketing Tactics for Your Optometry Practice
- Let Your Optometry Practice Be More Visible Online
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