Owning an optometry practice comes with unique challenges and opportunities at every stage—whether you're cold starting, acquiring an existing practice, or scaling for growth. Each phase requires a clear plan to attract patients, increase revenue, and stand out in a competitive market. That’s where digital marketing can play a key role. The right strategies help you get noticed, build patient trust, and grow your business.
This article is part of a special learning series in collaboration with Akrinos, combining expert insights into digital marketing and operational strategies. Together, we’re here to help you navigate the path to practice success step by step.
Starting Fresh: Marketing for Cold Start Practices
Launching a new practice starts with building a strong digital foundation. In today’s market, your online presence plays a huge role in attracting new patients.
59% of people believe a business should have at least 20-50 reviews before they’ll even consider using it. That’s why focusing on gathering positive reviews early is key to building trust and setting your practice up for success.
Key Actions
Enhance your Google Business Profile: Set up or optimize it today to improve your practice’s online visibility and attract more local patients.
Optimize your website: Ensure it’s mobile-friendly, loads quickly, and includes click-to-call features to make scheduling effortless.
Encourage online reviews: Provide QR codes or direct links to make it easy for patients to leave reviews. Even a few positive reviews can significantly boost your credibility.
Leverage targeted ads: Use tools like Google Trends to analyze keyword trends in your area. While terms like “eye doctor,” “optometrist,” and “eye exam” may remain stable, staying ahead of shifts can give you an edge over competitors.
Revamping an Acquisition: Breathing Life into Established Practices
Taking over an existing practice involves updating it while keeping loyal patients in mind. You may also need to address any issues from the previous ownership, especially if you’ve kept the business name and branding.
Responding to reviews can make a big difference—businesses that engage with reviews are 1.7X more trusted than those that don’t. Reputation management is key during this transition.
Key Actions:
Respond to reviews: A thoughtful response can go a long way. Post timely, personal messages to positive and negative reviews, demonstrating your commitment to customer satisfaction. Also respond to past reviews, informing patients that you've acquired the practice and inviting them to return to experience the updates firsthand.
Create a Google Post: Inform users about the change in ownership and what they can expect moving forward.
Send email campaigns: Introduce yourself to patients and offer promotions to retain their loyalty during the transition.
Refresh your website: Update the practice’s website with your branding and modern functionality, including EHR (electronic health record) integration for online appointment scheduling.
Add service pages: Highlight improved patient care, such as with new technology or expanded services, to show your commitment to excellence. optimize these pages with relevant keywords and local SEO strategies to improve search rankings.
Scaling Success: Growth Strategies for Established Practices
Scaling a practice means finding ways to stand out in a crowded market. Tools like patient reviews and engagement features can help build trust and visibility. Since 81% of people check Google before choosing a business, your online presence plays a big role in attracting new patients.
Key Actions:
Monitor reviews and feedback: Track reviews, ratings, and mentions across platforms like Google, Yelp, and Facebook by creating a centralized data set. Use this to identify trends, patterns, and areas for improvement in customer feedback.
Showcase positive reviews: Once you start receiving great reviews, feature them on your website and social media. You can also include them in your marketing materials as powerful social proof to build trust with potential patients.
Understand your audience: If you’re marketing veneers to young professionals, focus on platforms like Instagram and TikTok, which are popular with Millennials and Gen Z. Share eye care tips, behind-the-scenes content, or success stories that resonate with their interests.
Invest in blog content and local SEO: Regularly publishing blog posts with helpful content not only educates your audience but also helps you rank higher in local searches like "best optometrist in [city]." Cover topics highlighting your expertise, such as myopia management, and link them to your service pages.
Leverage Google Trends: Use Google Trends to uncover which keywords perform best in your area. For example, "myopia management" is the top search term in certain states, but “myopia control” trends higher in others. Understanding these differences helps you fine-tune your strategy and stay ahead of competitors.
Embrace Ongoing Growth with Digital Marketing
Digital marketing is essential at every stage of your practice's journey—whether you're starting a new venture or growing an established one. The right strategies can make a big difference in attracting new patients, keeping existing ones, and boosting your overall visibility.
Digital marketing isn’t a one-time task; it’s an ongoing process that needs regular attention and fine-tuning. By continually investing in strategies tailored to your needs, you can keep your practice competitive, attract new patients, and retain loyal ones.
Ready to take your practice to the next level? Book a demo to discover customized digital marketing solutions for eye care professionals.
