About a month ago, we posted a question on the VisionWeb Facebook Page asking which optometry practices and optical dispensaries have unique Facebook pages that deserve some recognition. We were excited to see all of the great responses and couldn't wait to check them out.
We know all too well that maintaining a Facebook page is hard work, so we were impressed when we saw all of the great things the recommended pages were doing to stand out! So what makes these pages so great? Is there actually a cookie-cutter version of what an OD page should look like?
The simple answer is No! Each page should offer its Facebook fans a unique value. And that's what these pages do! Some are really interactive, some make it easy to schedule appointments, and some offer unique content. But there is one common denominator: they all focus on creating a good experience for the people that "Like" their pages. In other words, they don't make it all about themselves.
Check out what makes each of these OD Facebook pages a hit!
Reviews and Appointments
Social media and Facebook have come a long way since they started, and there are countless applications and tabs that can be integrated into your Facebook page! Having an appointments tab on an eyecare practice Facebook page is a great place to start; this gives new and existing patients an easy and prompt way to schedule an appointment on the spot!
A few of the OD’s that do it best include Johnson Optometric Associates, Prairie Eye Clinic, Vision Source - Aldine, and Complete Eye Care. These practices are utilizing an application through Demand Force, allowing them to offer an easy way to get an appointment scheduled early!
Allowing reviews to be seen on your page through an integrated tab is also a way to stand out to future patients. People want to hear about other people's experiences, and a lot of the times that is what gets customers in your door – word of mouth! I’m not exactly sure what Johnson Optometric Associates and Complete Eye Care are doing, but they’ve both had 10 reviews just in the past week!
As we just said, reviews are key to bringing in new patients! And although Yelp and review tabs can do the job, having video testimonials is an advantage. These videos don’t have to be anything special or professional, so I wouldn’t recommend hiring a videographer if that’s not in your budget. A cell phone camera or small digital camera will do just the job; it’s all about the personalization!
Associated Eye Care has several video testimonials posted on their page, which I’m sure have enticed many customers to schedule their first consultation! Theirs may be a little fancy, but no reason to be intimidated. Every practice should have their own flavor!
Blogging is a great way to share content that may be hard to type in as a status on Facebook! Having a blog also establishes credibility for your practice and allows your patients and customers look up to you as a thought leader.
Dr. Beach from Clearview Eyecare recently said “Go Play Outside!” Children who spend a “high” amount of time outdoors are up to 50% less likely to develop nearsightedness overtime! The fact that these guys use a blog to provide useful information to their patients establishes a sense of care instead of just a sale.
The Vision Therapy Center also has a blog that links to their main website, in which they keep up to date weekly. Great information, and let me tell you their Facebook page isn’t bad to look at either – their featured videos tab is creative and informative – just what people like to see on Facebook!
Newsletters and Applications
Newsletters are a great way to point your patients to the latest information from your eyecare practice. Apps can create a custom experience for your patients that will really make your business stand out.
Broad View Eye Center and Midwest City Vision Source both provide a tab for their individual newsletters. Their newsletters also contain a link that allows patients to order contacts online – that’s what’s so great about a newsletter – it can have just about any and every kind of information in it. Links to your locations, to purchase contacts online, links to your blog, whatever you think will be of value to your patients!
Broad View Eye Center also has an iPhone/iPad application available to their customers, which allows customers, just as a newsletter, access to tons of information in one location, except this time on their smart phone! This application has “like” us on Facebook tab, promotion and events tab, and many more!
When a customer visits your page, they come to see you, your brand, and nothing else. They want to see what your practice is about, your mission, and who you really are! And lots of interaction helps!
Mann Eye Institute does a great job holding their customers’ attention on their posts and responds to what they are saying; listening is very important. They also have a great cover photo that stands out, and that’s what is seen the most!
Eyecare Associates, Inc. and Doctor’s Vision Center also are branded well and provide information in their profile that directly state their mission – these practice’s really know who they are and that shows! The two also use social media management tools to stay on top of their social media game, allowing them to schedule a majority of their major key posts!
Eye Consultants of Texas is one of our personal favorites, because they share posts of all styles – valuable content, attractive pictures of frames, and photos of their team! They really know how to share their personality and what their fans like to interact with!
Outer Vision NYC posts many pictures of their patients after they are in their new frames, which shows how well they interact with the current patients in their practice! Cincinnati Eye Institute has posted countless albums of service events they’ve attended, because giving back is their thing! And Ann’s Eyewear Boutique loves the latest styles, so they’ve made their page very trendy and up-to-date with Instagram posts of frames as well as a very interactive Pinvolve application!
Facebook pages, and social media in eyecare in general, are meant to reach out to the people you are targeting and provide them with valuable and interactive information. We mean it when we say that these ODs have it down! There is no set guideline for creating a Facebook page for an eyecare practice the "right" way. But when you show your patients what your practice really represents by giving them content that is beneficial to them, that's when you know you've created the "right" Facebook page!