Eye Doctors and Social Media

Many eye doctors struggle to create content for social media. Where is the time? However, having good content can pay dividends - particularly with existing patients.

Peeq Pro has found that the addition of ten followers to social media increases practice revenue by about $800. This is meaningful for some relatively straight forward opportunities. The payback takes place by engaging with current patients about their eye health - meaning the content needs to be educational and doctor-driven. In this way, patients come in more regularly and for eye related illnesses beyond just blurry vision. Check out our full Eyes on the Prize Social Media Guide here. 

One key problem with social media is that it is consistently low on the priority list because the payback is slow, hard to measure, and manifests over time. Moreover, most doctors don’t like doing it. So, the feed becomes a regurgitation of advertising or announcements about office closures. This is a hard follow for most patients that will run their eyes right by the doctor’s post.

Post once or twice a week. Create content that is evergreen. Focus on using Facebook and Instagram - rather than trying to be everywhere. Our research suggests that the best, most engaged feeds use these Meta properties most frequently.

By embracing social media, doctors can humanize their profession, breaking down the traditional barriers that may exist between healthcare professionals and patients. This permits a doctor to consistently harp on key elements of eye health. For example, Peeq Pro constantly talks about eyelid hygiene. This is not a glamorous subject.

But, images of blepharitis, false eyelashes, and demodex mites are impactful ways to convey the severity and long-term effects of this and other ocular surface diseases. Patients do want to have healthy eyes - but they don’t understand the current risks around their own behaviors. Social media is a great way to gently beat the drum of eyelid hygiene or good computer behavior.

 Patients appreciate genuine insights from their doctors, and when doctors share authentic content, it creates a sense of trust and connection. When it comes to eye health, authentic content from a doctor can demystify complex medical jargon, making it more relatable and understandable for patients.

One powerful way doctors can use social media is by sharing valuable information about common eye diseases. Here’s some simple examples of the type of spoken text that can be helpful:

• Allergies: It's that time of the year again - allergy season. Many of my patients have been coming into the clinic to talk about redness, itchiness, and discomfort tied into allergies. We recommend a good hygiene habit, warm compress, and an allergy drop - such as Pataday or Lastacaft.
• Dry Eye: Did you know that more than 70% of Americans have the precursor to a disease called dry eye disease? This disease is progressive and we have seen it manifest in younger people. More screen time is one key reason for this change. You should add an eyelid hygiene regimen to your day. We recommend washing your eyelids and eye area every time you brush your teeth. 
• Computer Vision Syndrome: Looking at screens is one common cause of many patient areas of discomfort. From a sore neck to headaches, patients may not realize the way that computers are affecting their comfort and health. We recommend the 20-20-20 rule. Every 20 minutes, look away from your computer for 20 seconds into the distance about 20 feet. I also recommend blinking more rapidly during this 20 second break.

These are prevalent issues in today's digital age, affecting a significant portion of the population. By addressing these topics on social media, doctors can offer insights into awareness, prevention, symptoms, and mitigation techniques. It also allows the doctor to offer basic guidance that slowly shifts the dialog in office to more specific guidance to individual patients.

While written content is valuable, the impact of video content on social media cannot be overstated. Doctors who create videos discussing common eye diseases not only provide valuable information but also engage their audience in a more dynamic and personal way. Video content allows for a visual and auditory experience, making it easier for patients to absorb and retain important information.  

While there is a wealth of information available online, doctors should strive to create original content rather than simply repackaging existing materials. Patients appreciate the unique perspective and expertise of their own healthcare providers. By creating original content, doctors can tailor their messages to the specific needs and concerns of their patient base, fostering a deeper connection. However, this original content does not need to take a long time to create. The patient wants to hear your voice and insight. Be yourself and simply explain what you are seeing and how it affects your patients.

Authentic content, especially in the form of videos, allows doctors to communicate vital information about common eye diseases while building trust and connection with their patients. By taking advantage of the dynamic nature of social media, doctors can contribute to a more informed and health-conscious society while strengthening their practice in the process.