IDOC actively shares industry-focused articles, blog posts, podcasts, videos and other thought leadership with our members and other optometric practitioners. Below, you will find links to our growing library of educational materials and multi-media assets written and created by IDOC's team of seasoned industry experts.
Maddie Langston | 10/21/2019

Instagram can have a real impact on growing awareness for your independently owned optometry practice in your community. 

It’s primarily a visual medium where you can tell your independent brand story through images and videos, and it’s a very popular daily destination for many Americans. New places and brands are discovered by consumers every day on Instagram! That said, like all social media, there is a lot of competition for attention on the platform, so here are some tips to help you stand out, get noticed and attract people to your optometry practice for your stylish eyewear and comprehensive eye care. 
Business Page Setup 

  • Use your optometry practice logo as your profile photo. Be consistent with your profile photos (use your optometry practice logo) across all online platforms – Facebook, Instagram, YouTube, your website - for branding. 
  • Use the same name for your account name and username. 
  • Create photo collections at the top of your Instagram board by category for your followers and page visitors. Sunglasses, Metal, Plastic, Doctor – these are ways to call out specific items of content for people who want to zero in on that information. 


  • Be strategic with hashtags – go smaller. #eyewear has nearly 5 million items in the collection, whereas #eyewearstore has nearly 42,000 items in the collection at the time this article was written. Using only overcrowded hashtags may mean your content will disappear. 
  • Vary your content. Your look and feel should be consistent; however, changing up the images keeps your content and your board interesting to followers. Try taking a close shot of frames for one post, then a street scene in your community the next. 
  • Your content needs to make sense when seen one post at a time and then in context with other posts on your board, so be mindful of how a post will look on the board when you share a photo or video. 
  • Use quotes or sayings on some of your posts to create a feeling and a mood for your board in addition to the photos of eyewear. 

Local Branding 

  • Consider promoting other independently owned businesses in your community by sharing photos of their product or locations with your followers and be sure to tag them. You can start a cross-promotional relationship with other area business owners on Instagram by simply giving them some attention on your board with your followers.  
  • Tie in images of your community for powerful local branding. 

Be sure to embed the link to your Instagram account on your website and in email to patients. Website visitors may check out your Instagram to get a sense of your optical style and overall vibe, especially if they have eyewear in mind when booking an appointment, so time spent on your Instagram can translate into higher capture rates and more appointments booked at your optometry practice. 

Maddie Langston
Director, Marketing Services
Maddie Langston brings extensive experience in marketing and sales administration and has developed strategies and platforms to drive sales for organizations in the fitness and business services industries. Most recently, Maddie developed marketing programs for a national network of independently owned auto repair service centers. This is where she developed her passion for partnering with small business owners to help them compete with franchises and big box retail chains. Maddie earned a Bachelor of Arts degree from Liberty University. She is excited to be a part of the IDOC team, and to help you utilize marketing to brand your practice, retain patients, and drive new patients to you.
Trending Blogs

12/2/2022 | Author: IDOC

Hayley Stewart, IDOC Financial Services Manager

The end of the year is quickly approaching, which means you are probably thinking about your practice’s bookkeeping and all the many year-end deadlines that are going to be here before you know it. One of those deadlines you... Read more

11/4/2022 | Author: Nathan Hayes

IDOC is excited to announce the first benchmark report for our new Books & Benchmark; Financial Statement Benchmarks are live.  With over 30 practices connected to the database, we’re now able to run benchmarks.  Let us share a couple of aspects of how we do benchmarks that... Read more

9/9/2022 | Author: Maddie Langston


If you are looking to increase the number of new patients at your practice, then your marketing strategy should include working on how to get noticed in local online search results. One powerful way to increase your visibility in local search is to optimize and maintain the... Read more

8/22/2022 | Author: Kelsey Garcia

So you created a Facebook and Instagram account for your practice, but now what? Coming up with post ideas can be overwhelming and can quickly leave your creative “well” feeling dry. By categorizing your posts into three main buckets, you can easily streamline the brainstorming... Read more

8/5/2022 | Author: Dr. Steve Vargo

As I type this, the news is dominated by concerns over the economy, including unease around inflation and a looming recession. This has practice owners understandably concerned and asking, “What should I expect, and how can I prepare?”

I’m not an economist, and I... Read more

7/22/2022 | Author: Nathan Hayes

Do you worry that your staff aren’t consistently doing the little things in your practice? Do you lose sleep because you just ‘don’t know’ what’s happening outside your lane?  Do you struggle to find the time to oversee things?

Let me suggest that... Read more

7/15/2022 | Author: Amy Alvarez

I think I would be hard pressed to find an independent practice owner who doesn’t understand the power that marketing has on their ability to attract patients to their practice. Keeping patients, new and existing, visiting the practice is an important part of a successful... Read more

7/8/2022 | Author: Lana Greene

I have never spoken to a practice with a zero patient-owned-frame (POF) percentage. I encourage practices to strive for less than 25% POF percentage at a minimum, and less than 15% for the best-in-class. You may see a slight increase year-over-year, which will happen when you sell quality... Read more

5/19/2022 | Author: Dr. Steve Vargo

As research for launching a new service called IDOC Specialty Services, I interviewed several industry experts of various specialties. At the end of each call, I asked everyone the same question: “What prevents more ODs from succeeding with a specialty?”

Their answers were insightful.... Read more