Michael Pote, eyecarepro.net


EyeCarePro provides a free integrated low vision multimedia campaign for eyecare professionals and assists with the customization and implementation of a low vision campaign. Visit eyecarepro.net to download the entire campaign.
The challenge and opportunity to diagnose, treat and support partially sighted patients has never been greater. New technologies and treatments provide significant opportunity for partially sighted patients to continue many activities of daily living with a support network and a knowledgeable optometrist at their side. The challenge is that technology has far outpaced consumers’ knowledge of what is available, and by and large, the public is ignorant of the effective treatments now available.

Fortunately, marketing advances are also available to eyecare professionals to help consumers keep pace with the growing treatment capabilities afforded under new professional licensing. Optometrists can now diagnose and treat a range of disorders typically referred to an ophthalmologist just 10 years ago. At the same time, the practice of ophthalmology has evolved considerably, and MDs are referring a range of patient needs to ODs as they never had in the past. Better and greater co-management partnerships have also evolved between these two professions all to benefit the patient.

With licensure providing the opportunity and technology meeting greater and greater needs, it is the OD’s responsibility to embrace the treatments available for low vision patients and let the community know about the treatments available for partially sighted family members.

Communicating the complex ideas of a low vision exam and potential treatments to consumers requires a special story. Communications must be specific—messages need to be succinct, even terse and contain a single idea. It needs to be repeated—good communication is repeated over and over with short intervals. Consumers will often grasp an idea only after five to seven impressions. It also needs to be multimedia—messaging needs to occur across media—online, print, e-mail, posters and direct mail.

When these marketing concepts are embraced, affected consumers understand and respond to the call to action and will beat a path to your door. EyeCarePro, a leading marketing firm dedicated strictly to eyecare, understands these programs and makes them available to Pro to Pro readers at no charge.