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 | 7/11/2019

A good marketing plan for your optometry practice should include opportunities to meet people in your community, face to face. Time spent engaging in the right kind of community involvement for the practice is a valuable investment in building your brand.

While promoting your practice can and should be included in some types of community involvement, there’s also real brand building power in contributing to a charitable endeavor simply by participating and meeting other like-minded people. An optometrist once shared his story with me regarding a time he’d participated in a dog walk-a-thon to raise money for the local humane society. He’d given his business card to a fellow participant during the dog walk, and was surprised when a year later, the gentleman showed up for his first eye exam with him with that business card in hand. The optometrist clearly made an impression and a connection simply by showing up and participating in that event.

That said, there are a few ways to be strategic about your community involvement.

Target market

Consider participating in events where you’ll be well-positioned to meet the people in your target market.

Young Families with Children: If you know you want to attract more young families with school-aged children to your practice, then consider their interests and what types of community events they’d attend and make it a point to get involved. For most practices, this will mean either participating in a town festival with attractions for children or large communities/subdivision events where these families live.

Adults 55+:  If you’re targeting older adults, say 55+, then consider approaching your local adult activity center or senior center to see how you can get involved with their activities. Most of the time, you can volunteer to assist at adult/senior activity centers and by spending time with them, you’ll be able to build relationships.

Common Interests

The optometrist who’d participated in the event to raise money for the local humane society is an animal lover, and he had the opportunity to meet others who share his interest to build a connection. What are your interests outside of optometry? Getting involved in groups which share your interests is a great way to build relationships in the community. If it’s local, you’ll most likely meet prospective patients. Group fitness classes at your local health club, church and running clubs are all ways to create relationships around a shared interest and build your brand.

Charitable Involvement

Getting involved in local charities will enable you to meet people face to face and build your local brand, so consider including local charitable events in your marketing plan. You can search online for local charities and events in your town or city and see that there’s ample opportunities for you to contribute – it’s a matter of choosing the one which moves you to get involved.

If you aren’t signed up for any event or haven’t developed opportunities for face to face interactions so far this year, it isn’t too late! Participating in even a one-day event can have real impact on your local brand. Consider getting involved in your community as an integral part of your marketing plan, and set aside some time to make it happen!

Learn More on Practice Marketing:

Maddie Langston
Associate 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

11/19/2021 | Author: Geronda Wollack

I was on the couch with my wife during our daily “be present and reset” routine which includes reminiscing about our day, watching our favorite shows, and just being present with one another. Out of nowhere, she asked me a question that I wasn’t expecting- “Oh wait, what happened with the paid... Read more

10/26/2021 | Author: Steven Festa

Perhaps you're a recent graduate from Optometry School, or maybe you have spent time working in a corporate optometry practice, or even as an associate OD at an independent practice, and you have decided to go out on your own and open your own optometry... Read more

10/5/2021 | Author: Ximara Vega

How often do you think about your experiences as a consumer? What comes to mind when you reflect on positive interactions? How about negative? I don’t know about you, but for me the negative experiences are much more vivid. Many of those interactions occurred with someone who was well... Read more

9/30/2021 | Author: Amy Alvarez

When I was a retail manager, this would happen to me often. An employee would tell me they didn’t complete an important assigned task, or they would call out for their shift. And I could see it from both sides. They had a lot of conflicting responsibilities that day and yet, this task would... Read more

6/23/2021 | Author: Ximara Vega

School has ended and most of the world has opened back up. Many people I know have multiple weekend getaways, road trips and vacations scheduled because they are making up for lost time. You know what that means? We are surrounded by opportunities to sell sun!!!! The only problem is not... Read more

6/14/2021 | Author: Amy Alvarez

If you are recruiting staff for your practice, you are probably experiencing hiring woes. Some are new - it is a tight job market. Not everyone is able to go back to work depending on their individual circumstances and some employers need more employees than before to meet their current... Read more

5/5/2021 | Author: Nathan Hayes

With the spike in patient demand following the COVID-19 Pandemic, many owners are actively recruiting associate ODs to help carry their increased demand. And any owner looking to hire an associate right now knows that the market is tight.

My feeling is we have an outright shortage of... Read more

3/30/2021 | Author: Geronda Wollack

Managing your staff can be challenging! Am I right? Or am I right? Now, managing your staff and feeling confident with whether you are being compliant poses a different level of challenges. I will share a story to illustrate this challenge.

I had a consult with an Office Manager who... Read more

3/30/2021 | Author: Amy Alvarez

Signed into law on March 11th, 2021, The American Rescue Plan Act offers an extension to Families First Coronavirus Response Act. This provision added additional reasons the leave can be used as well as increasing the cap on eligible compensation for a tax credit.

FFCRA... Read more

3/12/2021 | Author: Ximara Vega

What should a practice do when they have lingering product? Well, 1st we have to identify what lingering product is. In my world, lingering product includes all frames that have been sitting on the shelf for a minimum of 6 months. I like to evaluate product every quarter to identify... Read more

© 2021 IDOC. All Rights Reserved