Each autumn, it is essential to evaluate your practice’s strategic initiatives to maintain a leadership position in your market. Have you considered updating your marketing campaigns by incorporating contemporary methods and channels to attract new patients and reengage current ones? A modernized marketing plan can enhance outreach, improve patient engagement, and ensure sustained growth in a competitive landscape.
Michael Dobkowski, MBA, of Glacial Multimedia has more than 28 years of experience in medical marketing. He specializes in developing comprehensive marketing strategies to enhance patient acquisition. His experience makes him a valuable resource for organizations seeking to optimize their outreach and engagement efforts in the world of ophthalmology.
Tracy J. Kenniff, MBA, OCS
With the rise of social media as patients’ first touchpoint, ophthalmology practices have a powerful opportunity to expand their reach and influence beyond traditional word-of-mouth. Social media has become one of the most effective tools for building trust, educating patients, and generating high-quality leads—especially in the field of refractive surgery.
Refractive procedures such as LASIK, laser-assisted lenticule extraction, and refractive lens exchange are elective and lifestyle-driven, making them a good fit for platforms that prioritize visual storytelling, authentic patient experiences, and community interaction. If your practice is not leveraging social media, it is missing out on more than likes and shares; it is also losing potential patients.
NO LONGER OPTIONAL
A patient’s journey toward vision correction no longer starts in an exam chair but online. Prospective patients are watching videos on YouTube and TikTok, searching hashtags on Instagram, and scrolling through Facebook to read reviews and see results from real people.
A consistent and engaging social presence helps your practice stay top of mind among prospective patients. More importantly, it can help you build credibility before an appointment is booked. For refractive surgery practices in particular, social media is one of the most powerful ways to showcase life-changing results and address common concerns in a format that feels approachable and human to prospective patients.
ORGANIC AND PAID: A BALANCED STRATEGY
Creating a successful social media presence requires an approach that balances organic posting with paid advertising.
Organic social media allows you to connect with your existing audience and build a strong brand presence. Regularly posting content that reflects your values, your patients’ stories, and your practice’s culture fosters trust. My medical marketing company has found that short-form video content such as Instagram Reels, TikTok videos, and YouTube Shorts performs well across all patient demographics. The videos can be educational, behind-the-scenes, or patient-focused. The key to using them well is authenticity.
Social advertising expands your visibility to new audiences. With the proper targeting, you can reach potential patients in your area. Paid campaigns are also ideal for driving traffic to lead forms or consultation requests. Visual ads featuring real patient outcomes, quick facts, or doctor testimonials can convert interest into action.
A PRIORITY
An internal analysis by Glacial Multimedia found that, across every platform, video content outperformed static posts. Its power lies in capturing attention and boosting engagement. Users are far more likely to stop scrolling and pay attention to a 30-second video that shows a patient’s journey or a doctor explaining a procedure in plain language than to conventional marketing media such as flyers and direct mail campaigns.
Video is especially important in medical marketing because it humanizes your practice. Potential patients can see who you are, what your office looks like, and what to expect. When my company works with clients running social campaigns, we provide them with a media kit that includes tools such as a tripod, light, and microphone; guidance on what kinds of video to capture; tips for creating in-office content; and ideas of what performs best based on the platform and audience.
Video content does not have to be highly produced to be successful. Some of the best-performing content is simple, authentic footage shot with a smartphone.
SMART TOOLS TO CLOSE THE LOOP
There are many ways to optimize a social media campaign beyond the initial setup. One of the most effective is to use systems that feed valuable information back into the campaign as it runs. This can include tracking the time to lead conversion, understanding which audiences are responding best, and identifying the types of content that are driving the highest engagement.
Leveraging cutting-edge, AI-driven tools to capture and analyze information is key to staying ahead of the competition. Integrating various data points and feeding them back into your AI systems and Meta’s advertising platform can enhance lead generation efforts by enabling a more targeted, personalized, and efficient approach. (Meta owns and operates several social media platforms and communication services, including Facebook and Instagram.)
We use the data derived from these efforts to adjust our targeting, creative approaches, and messaging to improve campaigns over time. The process can also fuel advanced targeting strategies such as the creation of lookalike audiences, a marketing tool that can allow your practice to reach new people who share the same traits and behaviors as your most engaged patients.
The feedback loop often pairs well with additional strategies such as text and email drip campaigns—automated, prescheduled marketing messages delivered over time. These messages help maintain engagement and move potential patients closer to booking. Combining real-time data with thoughtful follow-up can enhance campaign performance and deliver better results.
THE RIGHT DESTINATION: META FORMS VERSUS LANDING PAGES
When running social campaigns, strive to align your call-to-action strategy with your goal.
Facebook and Instagram lead forms are excellent for low-friction conversions. Lead forms are automatically populated with user information, making it easy for the user to request more information or schedule a consultation without leaving the platform. These platforms are great for general awareness campaigns or special promotions.
Customized landing pages give you more control over branding, messaging, and form fields. These pages work well for patients who are ready to take the next step. With proper tracking, landing pages also permit more robust analytics and HIPAA-compliant data handling.
STRATEGIC EXECUTION BACKED BY EXPERIENCE
In addition to maintaining your connection with current patients, social media marketing expands your visibility to new audiences, including those who may be unaware of the existence of the procedures and technologies you offer until they see them in your posted content. If your refractive surgery practice is not fully leveraging social media, now is the time to start.
