Worldwide, nearly 5 billion people use social media—and not just kids and teens.
73% of adults between the ages of 50 and 64 as well as 45% of adults over 65 are actively using at least one social media site.
On average, people spend more than two and a half hours every day browsing popular platforms like Facebook, Instagram, X, and YouTube to connect with friends and family, read the news, watch videos, and search for products and services they need.
Because social media has such expansive reach in modern society, it offers enormous potential for eye care professionals looking to increase engagement with their existing patients as well as expand their current patient base by connecting with potential new patients.
5 ways ECPs can use social media to grow their practice.
1. Engage with patients and professionals
Smart business owners understand that strong relationships are critical to their success—and the same goes for your ophthalmic practice. Social media is an excellent way to connect with your existing patients and to build loyalty and trust. It’s worth taking the time each day to answer questions, respond to comments, and deliver relevant eye care information and reminders.
Likewise, ECPs can use social platforms to connect with other industry professionals and associations. Not only can social media connections lead to increased referrals, but they are also a great way to learn about new technologies as well as upcoming events and conferences.
2. Advertise services and promotions
Have you added a new service to your practice or upgraded to a faster, more efficient digital technology? Are you running a seasonal promotion you want patients to know about? Did you recently change your hours to better accommodate your patients?
While not everyone may open an email or look at a piece of direct mail, you can bet they will be checking their social media accounts each day. Be sure to spotlight the latest news and updates to your practice where your patients are most likely to see the information.
3. Drive more traffic to your website
No money in the budget for paid advertising? Being present on social media is a simple and cost-effective way to drive more traffic to your website without draining your entire marketing budget. When creating new posts, always include your website URL and encourage people to visit your site for additional information. Even better, make it easy for them to schedule an appointment by directing them to your Contact Us page.
4. Locate new patients in your area
On the other hand, if you do have a little wiggle room in your advertising budget, creating paid social media ads—including Meta Ads (Facebook and Instagram) and LinkedIn Ads—can help you grow your patient base by targeting potential new patients based on their location and key demographics.
And, because paid social media platforms provide detailed analytics about your ads, you can easily monitor your ad campaign performance and make changes based on what's working and what's not.
5. Stay top of mind
Creating a social media presence for your practice, as well as taking the time to post relevant content and engage with your followers, will help you stay present in their minds. That way, when patients have a question about eye care or need to make an appointment, they can easily do so through your social media accounts. Plus, if a friend or family member is looking for a new eye doctor, they are more likely to recommend your practice.
Don't forget to post positive reviews!
Positive reviews from happy patients are one of the strongest selling tools you have available. People looking online for a new eye care provider are much more likely to choose one that others have raved about. Whenever you receive a new review from a satisfied patient, be sure to spotlight it in your social media posts. Not only will it help build trust and credibility, but it helps your practice stand out from the competition.
Social media is just one of many ways to grow your practice.
If you are looking to expand your reach and better serve your patients, creating and managing a social media presence is just one of many ways to reach your goal. Replacing your outdated manual equipment with the latest digital technology will also go a long way toward increasing revenue for your practice.
Digital equipment—including digital refraction systems, digital imaging solutions, and even cutting-edge VR technology—have been shown to improve efficiency and increase accuracy, leading to a faster, more enjoyable exam experience for your patients. In addition to allowing you to streamline the exam process and see more patients throughout the day, you can also expect an increase in word-of-mouth referrals, which will ultimately benefit your bottom line.
For the latest in ophthalmic digital technology from top-name brands like Topcon, POTEC, Olleyes, Reichert, and Haag-Streit, contact Veatch Ophthalmic Instruments today.