iMatrix Launches Web Marketing Services for ODs and Dentists

Internet Matrix, Inc., (iMatrix) announced its expansion into online marketing for optometrists and dentists. iMatrix, based in San Diego’s Sorrento Valley, revealed that it will now offer optometric and dental web marketing solutions that include professionally designed web sites, social media management, video marketing, PPC advertising, and their advanced search engine optimization service called Dominator. According to a company spokesperson, the new online marketing services are designed to equip optometrists and dentists with the tools needed to reach a broader audience of potential patients online and increase local market share.

Optometrists now have a new resource for online marketing services. Optometry web marketing services are now being offered by iMatrix and are tailored to meet the needs of the optometry industry. The new services provided by iMatrix are Starter, Social, Media, Velocity and Dominator.

According to iMatrix, the Starter Service includes a professionally designed web site with a structure that is optimized for search engine crawlers. In the Social Service, social media for dentists or optometrists is included with the professional web site. The next service level up from Social is the Media Service, which includes the customizable web site and social media management, as well as video marketing for optometrists and dentists. The top two levels of web marketing services provided for dentists and optometrists are Velocity and Dominator. Velocity builds on all the features of Starter, Social and Media, adding pay-per-click (PPC) advertising and re-targeting campaigns. The premier-level service offered by iMatrix is Dominator, which encompasses an optimized web site, social media management, video and video advertising, PPC and custom SEO management.

Optometric practices that are interested in these new services can view demonstrations of the services or live chat with an internet consultant through the company’s web site: http://www.imatrix.com.

HOYA North America Launches HOYAVision.com

HOYA Vision Care North America announced the launch of its new consumer web site, developed after a yearlong market research study to better understand how consumers approach buying premium spectacle lenses. The new site is designed to empower eyecare patients with easy‐to‐understand information about the latest advancements in vision correction, offering straightforward explanations about the differences between HOYA lenses and other lens brands.

This approach is in direct response to research findings that consumers are focusing more on their lens treatments and frames than on what they actually see through. “After quantitative and qualitative studies, we found the vast majority of eyecare consumers don’t care about their lenses,” says Ron Barnes, director of project marketing at HOYA North America, “because they don’t understand our industry jargon. That’s why so many patients still think lens brands are all the same, just commodities. So they base their purchase decisions on price alone.”

In addition to the educational benefits for patients, the new site can be used as a preemptive sales tool by eyecare professionals–a way to give their patients a head start in learning about their premium lens options before their next appointment. Detailed overviews about the advanced nature of HOYA lens products and technology, combined with general overviews and explanations about vision correction itself, invite eyecare consumers to be a part of their treatment and better inform their questions prior to their office visits.

“This is about shifting paradigms,” says Barnes. “The new site will let patients know they can wear a premium lens brand, not just designer frames. And just as important, we’ll let them know the most advanced prescription eyeglass lenses on earth are only available at independent eyecare practices.”

The new HOYAVision.com is also designed to make finding HOYA premium lenses easier for consumers. By simply entering their zip code in the “Find a Provider” section of the site, eyecare patients can locate their nearest HOYA-authorized practice.

Sources for Best Practice Improvement Guide

Asked what most guides them in making needed practice improvements, 42% of Review of Optometric Business readers cited conversation and interaction with patients while 32% said patient satisfaction surveys let them know how their practice needs to improve. Online feedback on their practice web site and online review web sites provided needed guidance for 11% of readers, while 16% relied on guidance from an optometric business consultant.

Use Hot Topics on Social Media to Promote Your Practice

Here are some practices for social content creation:

1.  Select an engaging topic. Use patient questions, interesting cases in the practice, ophthalmic news, journal articles and interactions on Twitter and Quora, an online question-and-answer site, to select topics for the blog.
2.  Social Integration. Twitter, Facebook, Quora and more in order to increase your website’s search engine optimization.
3.   Use images and video. We know that people are much more likely to spend time on a blog post if it appeals to them visually and the concept video is much more likely to engage a reader than straight text. Both of these are easily embed-able in any blogging platform.
4.  Keep it short, but not too short. If a blog post is too short (less than 250 words) search engines will not assign it as high a priority.
5.  Relatable tone. One of the facets of social media is that it has the ability to “humanize” you. This doesn’t mean that you have be unprofessional or share personal information, just that you can share your thoughts in a way that indicates that you care about your patients and your profession.
6.  Web site integration. Ideally, a blog is perfectly nestled within the web site. There should be consistency at the top of the blog for information and the practice and appointment requests. Optimize the site  for mobile devices and a portal for patient use.

Manage Your Contact Lens Inventory for Profitability

Gathering centralized stocking and dispensing data allows you to manage your contact lens inventory to meet patient needs while minimizing costly overstocking. Apply data to formulate a plan to purchase products with proven ROI, then train your staff to sell properly and make patient re-ordering easy.

Contact lens fitting and dispensing can be a profitable specialty–provided you get the right mix of contact lens brands and powers, and limit overstocks. You can achieve this by centralizing data on your contact lens inventory purchases and sales and conducting an analysis on which mixes of brands and powers deliver the greatest return on your investment.

Analyze: Help Centralizing and Analyzing Data

Managing your contact lens inventory is hard if you don’t know exactly what you purchased, how much, at what price and how much of it sold and at what price it sold. As a busy OD and practice leader, it is hard to aggregate all that data. One way to simplify this task is to use a company like ABB CONCISE, which enables us to buy from one central source that keeps data on all our purchases while also tracking our office’s contact lens buying trends. An ABB CONCISE rep merges the data from all of the manufacturers’ products purchased through them in a report called the Business Review. The data can be used to invest only in the brands that you prescribe most often and to receive best pricing on inventory purchases.

Train to Sell: Use Reps to Educate Technicians on New Inventory

In addition to having the right mix of brands and powers and samples that are up-to-date, your inventory management isn’t complete until your staff understands how to move that inventory. To sell the inventory, they must understand it, which is where the vendor reps come in. Reps explain their brands’ newest products, including the advantages of each contact lens. An ABB CONCISE rep also explains to staff how rebates for buying annual supplies work, so that staff, in turn, can fully explain to patients the cost savings on an annual supply. Using ABB CONCISE’s Price Monitor helps show patients our contact lenses are competitively priced with online retailers.

Make Patient Re-Ordering Easy: Enable Ordering from Your Web Site

Inventory management starts in your office, but today it needs to also extend online. You can use ABB CONCISE’s yourlens.com to allow patients to order contact lenses directly from your web site. You can place an “ORDER CONTACTS” button prominently on your home page. When patients click that, they are taken to an online ordering page operated by ABB CONCISE, but which is branded and styled to look like any other page of our web site (so patients don’t know they have technically left your site to order). You can discount contact lenses purchased from your site to give patients an incentive to order online rather than through your office, as it costs you no staff time for them to order online. At the end of every month you will receive a check from ABB CONCISE for the contact lenses your patients purchased.

Show Patients How to Purchase Online

Since it is more economical for you to have patients order online, you should always mention the online ordering option to contact lens patients before handing them off to your optical.