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ECPs Share All the Ways the Digital World Has Changed the Way They Do Business

BUZZ SESSION: From the necessity of social media to electronic patient communications and online sales to inspiring an entirely new product line.





How has the digital world changed the way you do business?

  • It’s more competitive with the online sales. — Pam Housley, Texas State Optical of Nederland, Port Arthur, TX
  • Opened ideas and doors to being creative and engaging our patients. — Sherry Morgan, Logan Eye Care, Lake Mary, FL
  • Ordering and tracking so much easier. — Chris Clark, Advanced Eye Care Optical Shoppe, Panama City, FL
  • It’s another job in itself. Social media posts are seen so they must be done. Dreaming up fresh, creative ideas is a non-stop thought process 24/7. — Julie Kubsch, Specs Around Town, Bloomington, IL
  • Harder to get refills for my fountain pens. — Michael Davis, OD, Opti-Care, Eldersburg, MD
  • I love that social media can give us free advertising, patients checking in online can make us more efficient. — Cynthia Sayers, OD, EyeShop Optical Center, Lewis Center, OH
  • We now have to pay attention to a variety of platforms and try to respond to all ages and digital (or non-digital) skill sets. — Deb Jaeger, Eye Center of the Dakotas, Bismarck, ND
  • Of course. We have more competition within the digital world, but we also serve our patients differently too as a result (e.g. we text patients). — Christine Howard, Attleboro Vision Care, Attleboro, MA
  • We need to get on track this year with the digital world. Keeping up with posts and getting more involved with sending digital reminders. — Caitlin Wicka, San Juan Eye Center, Montrose, CO
  • Marketing, a majority of our marketing is digital versus snail mail. — Sonja Franklin, Modern Eyes, Austin, TX
  • Just the addition of emailing when eyewear is ready. — Dorothy Reynolds, Eyes on Fairfield, Fairfield CT
  • Social media is critical to promoting our business and services. — Verbelee Nielsen-Swanson, Oxford Eyes, Orlando, FL
  • Digital marketing is replacing other forms like billboards and print. — Paula Hornbeck, Eye Candy & Eye Candy Kids, Delafield, WI
  • Far less personal. When you specialize in the things others can’t/won’t do, it is hard to provide accurate information to digital requests. HIPAA constraints and the consumers belief that they can get the same thing online. Most have to learn the hard way, then they’ll listen. — Dave Goodrich, Goodrich Optical, Lansing, MI
  • Edging technology allows us to provide lenses to patients at a lower cost with faster service. — Star Taylor, Richens Eye Center, St George, UT
  • I get cranky when anything still has to be done on paper and scanned in. We opened in the digital era, so it’s been a slow process of moving the few remnants onto screens. — Jen Heller, Pend Oreille Vision Care, Sandpoint, ID
  • Pay too much for support and software fees for computers. What happened to the good old days when you just replaced your ink in your pen?!? — Scott Keating, OD, Vision Trends, Dover, OH
  • Everyone can research everything in a moment. We need to be on the top of our game, smart and knowledgeable, because whatever we say gets googled for verification. No faking it. — Jennifer Leuzzi, Mill Creek Optical, Dansville, NY
  • Less personal interaction, which is fine, especially dealing with a person who woke-up on the wrong side of their bed. — Ron Catterson, Clear View Optix, The Villages, FL
  • Doing more remotely and more online. Also spending more time creating content to gain more of a following. — Travis LeFevre, Krystal Vision, Logan, UT
  • Incorporating tablets and starting e-commerce. — Richard Frankel, OD, Atlantic Cape Eyecare, Wildwood, NJ
  • Much less phone interaction, all via text and computer. — Laura Miller, Northwest Hills Eye Care, Austin, TX
  • Facebook as a nice way to share optical memes, but Nextdoor is the one that actually seems to get me business. — David Greening, Astorino Eye Center, Newport Beach, CA
  • We can send text messages for appointment reminders, web messages through our patient portal and we use digital phoropters that amaze the patients. The downfall is that patients can self-diagnose through Google or turn to the internet for ordering. We are constantly competing with online prices and adjusting cheap glasses purchased there. — Kate Broeckelman, PrairieStar Health Center, Hutchinson, KS
  • We have online scheduling, texting for appointment reminders and optical dispensing, visual voicemails, online payment options. It’s like we never have to speak to our patients again. — Heather Aites, Family Vision Center, Westminster, CO
  • Our office is extremely technical, and it has improved our efficiencies, and the way our patients see our level of care. — Sarah Montes, Hockemeyer Family Eye Care, New Haven, IN
  • Patients have the capability to make appointments, pay their bills, etc. online. We have texting capabilities with our Weave system which patients really like. — Melanie Jenkins, Spring Hill Eyecare, Spring Hill, TN
  • More credit cards. — Dierdre Fogle, Eyetopia Eyecare, Littleton, CO
  • Less paperwork. Access to new frame companies and styles. — Don Stahl, Bixby Eye Center, Peoria, IL
  • More electronic contacts for people for glasses pick-ups and appointment reviews. Seem to be more at the mercy of social media. — Zachary Dirks, OD, St. Peter and Belle Plaine Eyecare Centers, Saint Peter, MN
  • It’s a lot more creative since I’m able to incorporate marketing into strategizing in our manager meetings. Having a hand in your own marketing, being able to show patients what they need to know in easier to handle ways etc., is indispensable. — Tiffany Firer, Lifetime Eyecare, Jenison, MI
  • Writing less, entering more! — Robert M. Easton Jr. OD, FAAO, Oakland Park, FL
  • It’s shortened the gap in communication between our business and the customer. We can have text conversations as well as emails, and social media to keep our business relevant in their mind. — Nikki Griffin, EyeStyles Optical, Oakdale, MN
  • Patients overwhelmingly prefer electronic modes of communication. They want to schedule online, get text notifications, use electronic payment methods. It’s easier for us all. — Becky Furuta, Avenue Vision, Golden, CO
  • The digital world truly sets us apart from our competitors. When someone comes to our office and gets to see their actual images on a large screen during their examination, it makes them feel like they are included in their care. In optical, we are utilizing technology in all aspects. The Spectangle Pro allows us to market exact/precise measurement techniques. We also use a feature with our EHR System which allows our patients to track their orders! — Sarah Montes, Hockemeyer Family Eye Care, New Haven, IN
  • A lot more organized and aware of exactly where we are across the board. — Steve Whitaker, Whitaker Eye Works, Philadelphia, PA
  • Invented a new lens product. — Chris Gregg, Inver Grove Heights Family Eye Clinic, Inver Grove Heights, MN
  • We have a fully accessible webstore now and our social media is kicking into high gear. — Jon Ducote, Reimbold Eye Group, Alpharetta, GA
  • I started a small online store this year selling some lid hygiene products. — Marc Ullman, OD, Academy Vision, Pine Beach, NJ

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. eyecare business serving the public, you’re invited to join the INVISION Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting eyecare professionals. Good deal, right? Sign up here.



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