Connect with us


One Optical Marketing Cliche You Must Learn to Avoid




Smiling happy clients

As an industry, we work very hard to understand the underlying causes and treatments of myopia and the apparent growth of this condition among children around the world. We spend so much time looking at our digital devices and so little time outdoors enjoying nature, is it any wonder we are becoming more myopic? But I’m not writing to address this, as so many of you are far more educated about it than I.

What I do want to examine though, is our own industry-wide myopia in the marketing of our services. We have been way too focused on the tools we use and not the results of those tools. Look at most optometry websites. What do you see? A phoropter.

Now look at most dental websites. What do you see there? Do you see drills? Do you see dental delivery units? Do you see photos of fillings, bridges or crowns? No. Most good dental websites show smiles. They show the result of their work, not the tools used to produce it. 

Garden centers showcase flowers, not shovels, hoses, and hoes. Automobile makers show cars on mountain roads or on long stretches of ocean highways, not the assembly line used to make them. Fashion companies showcase expensive models looking better in their suits and dresses than we ever could, but still, they showcase the result, a beautiful dress or suit, not the $4 an hour foreign seamstress somewhere overseas making it.

“Only in optical do we take pride in showing the tools of our trade instead of the end results.”


 When was the last time you saw a professional photographer brag that they shoot with a Nikon D810 or their crosstown competitor that they use a Canon EOS 5D? It’s their photos that do the talking for them, not the cameras they chose to take those photos with.

 Only in optical do we take pride in showing the tools of our trade instead of the end results. We showcase phoropters, slit lamps, and expensive OCT machines instead of the beautiful smiles we create with well-fitting contact lenses and beautifully designed eyeglasses and sunglasses that make our patients and customers not only see well, but look good doing so.

Focus on the results of your experience and expertise. Like dentists, it’s time to showcase smiles, albeit it with eyeglasses instead of Snellen charts.

Daniel Feldman, is CEO of dba designs & communications an optical design and marketing firm specializing in promoting eye care practices and a co-founder to the Visionaries Group ( Learn more at

This article originally appeared in the April 2017 edition of INVISION.




The Best Overall Progressive Lens, Now Powered by AI

Engineered with Behavioral Artificial Intelligence and utilizing new XR-motion™ technology, Varilux XR series goes beyond prescription and eye physiology to consider the patient’s visual behavior and design a progressive lens that respects how
their eyes naturally move.

Varilux XR series comes in two versions, Varilux® XR design and Varilux® XR track. The Varilux XR track lens provides an additional level of personalization by incorporating the exclusive Near Vision Behavior Measurement, providing up to 25% more near vision width3 according to the patient’s need, so patients get the highest level of customization.

Discover Varilux XR series and enjoy instantly sharp vision in motion4 and seamless transitions from near to far.

For more information, visit here.

Promoted Headlines





Get the most important news and business ideas for eyecare professionals every weekday from INVISION.



Most Popular