Sept. 21, 2024—On Friday, Sept. 20, during Vision Expo West in Las Vegas, Harbir Sian, O.D., industry pro and former #EBGameChanger, led an educational course focused on enhancing the patient experience through online eyecare services.
Ahead of the course, EB spoke with Dr. Sian to learn more about key takeaways and how ECPs can benefit from building an online presence.
EB: What are common challenges that ECPs face when starting their online presence and/or adding an online retail model to their practice, and how can they overcome them?
Dr. Sian: The most common challenge is that many ECPs don't know where to start. It seems like a daunting task to start building a presence on platforms that we are so unfamiliar with. It's like moving to a new country and not knowing the language.
In the past, there were not many resources to help us create a presence online and get into e-commerce. So, ECPs would have to invest a lot of time and money into these channels.
Overcoming these challenges is not all that different to how we would overcome the challenge of implementing a new technology or specialty in our office. I would recommend attending lectures on the topic, speaking with colleagues who have built an online presence, and connect with the companies in our industry that are offering resources to help us get off the ground.
EB: What are some top tactics for ECPs to help effectively build their social media channels?
Dr Sian: It might sound boring, but the first place we have to start is by building a great website. Our website is the foundation of all our online activity. After that, I strongly recommend all of our ECP friends start to develop a presence on social media. There's great data on consumer behavior provided by Meltwater that shows younger generations are using social media more than traditional search engines to research brands, services, and yes, even their doctors. We don't need to be on all platforms at all times. I would recommend ECPs pick one platform as their hub and use that to drive traffic to their beautiful website, where potential patients can learn more or even purchase products.
EB: Some may view the eyecare industry as lagging behind other industries in adapting to digital/online retail. Why do you think this is?
Dr. Sian: I would agree that the eyecare industry has been lagging behind other industries when it comes to online retail. This is partly because the eyecare industry tends to be a bit conservative in general. However, I think the bigger reason is that we previously didn't have the resources to contend with the big players in e-commerce. Thankfully, now, there are multiple service providers who can help us get online and reaching our patients where they want to be served.
EB: Can you provide some examples of successful online eyecare services?
Dr. Sian: The two features I find that are very helpful are: First, having inventory available for patients to view ahead of their appointment. A secondary point to this is to make sure we are not sending our patients off our site by linking to external websites. Second, virtual try on. While the tech may not be perfect, it keeps patients browsing longer and builds more interest in trying frames on in person.
EB: What tools (or staffing) do ECPs need to help build their online presence or add an online retail model?
Dr Sian: There are no special tools needed to get started in building your online or e-commerce presence. The main thing you need is some time. Initially you'll need time to chat with various service providers to see which company will fit your needs.
When it comes time to build your new website or implement new e-commerce solutions, your service provider will ask you to take time to answer questions related to your business so they are aligned with your vision. From there, they will build and implement the solutions you need to grow your business. The company you choose to work with may also provide staff training and regular updates to make sure the new solutions are working well.
EB: What is the biggest takeaway/lesson you’d like attendees to have from the “Enhancing Patient Experience Through Online Eyecare Services” course at Vision Expo West?
Dr. Sian: The biggest takeaway from the course is that connecting with your patients online is no longer an option or a nice-to-have. Consumer behaviors shifted dramatically during COVID and now many of our patients expect to be able to not only find us but also interact with us online, from the comfort of their own home. The second biggest takeaway is that we live in an exciting time where we now have the tools and resources to meet our patients where they are.