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    Use social media to market LASIK to millennials

    Be sure to highlight the good you do for your patients and community

    Recently at our laser vision center, we widened the scope of our social media outreach to include millennials who may be interested in finding out more about available refractive eye care options.

    Keep in mind that millennial patients tend to access services where they are most convenient for them and when they have an immediate need, whether it’s Pearle Vision in the mall or 1-800 Contacts online.

    Unless millennials have kept the same doctor since childhood, often they do not have a regular eyecare provider.

    Let’s discuss best ways to reach this demographic group.

    Related: Managing your employees’ social media use

    Using social media

    We have effectively incorporated Instagram and Facebook into our social media marketing strategy. On Instagram, for example, we post pictures of patients taken after their successful LASIK procedure. On Facebook, we often post testimonials, and we also use the site’s paid ads to target more potential patients.

    An effort of which we are particularly proud is our practice’s volunteer partnership with a local food pantry. As part of this community service program, we donate supplies, money, and time to the food pantry, making monthly trips to the facility.

    Through social media efforts, we make sure potential patients know about our involvement and how they too can support the program. In fact, for every paid surgery we perform, we donate a portion of the proceeds to our food bank fund which in turn provides a week’s worth of food for a family.

    Related: Using social media to improve the way you connect

    Social sharing of our activities has received a tremendous response from millennials. We know this group is concerned with social justice and the belief that we are all connected and need to care for one another. We have learned there is much value in demonstrating to these potential patients that we take a lead role in helping our community. In addition, we provide a way for them to take part and make a difference in a tangible way. All of this community action translates into rich social media content.

    Social media messaging

    Our social media and marketing messaging involves talking about LASIK and driving the desire in patients to take the first step toward getting an examination to find out their choices. Millennials are curious to learn about LASIK and see what they might be missing out on in their lives, yet they do not necessarily want the pressure of making an immediate decision.

    Once a patient has decided to learn more about LASIK, we provide educational materials on the technology we use, what to expect during the preoperative workup, and they can see the technology in advance to ease any anxiety. Social media easily helps us accomplish this.

    Keisha M. Reedus
    Keisha M. Reedus is practice administrator at Clarity Refractive Services/TLC Laser Eye Centers in West Orange, NJ. She has no financial ...

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    Optometry Times A/V