• The demand for cataract surgery in 2022
• Digital marketing strategy
• How to effectively host a Lunch & Learn
• Why one practice chose to transition focus from LASIK to Cataracts

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Email ClientManagers@Glacial.com with any questions and we’ll be sure to follow up with our expertise!

As a dedicated healthcare provider, you want your patients to know they are receiving top-of-the-line care from qualified physicians and surgeons. Part of this includes showcasing the advanced technology and surgical techniques you offer.

Adding any new technology offered by your practice to your website can increase patient loyalty and improve your reputation of expertise. 

Newest Ophthalmic Technology

You may have recently introduced some of the recent surgical advancements and devices into your practice like the EVO Visian ICL, Vuity eye drops or the Eyehance IOL. Adding content to your website about these new technologies can increase awareness of these options and drive potential patients to make appointments.

By adding detailed and accurate information to your website about technology that can alter the lives of your patients, they are able to gain insight prior to their appointment. Not only will they be able to learn about these products on your website, but it will also be convenient for them to schedule an appointment to learn more.

Unique and keyword focused content can also help patients be able to find your practice more efficiently. Utilizing SEO strategy and techniques may allow your practice to be the source of the first information a person receives on that technology.

It is important to get new technology information up in a timely manner. In order for this information to be visible to the largest number of people, it’s best to add these new technologies to your site as soon as you start offering them to patients. 

Increase Patient Loyalty and Retention

Existing patients may visit your website regularly to schedule appointments, learn more about an upcoming surgery or get more information about their eye doctor. By adding information about new technology to your website, existing patients will recognize that your practice is a leader in the field. 

Content about new technology on your website can go a long way to exemplify your practice’s dedication to providing the best and most advanced treatment methods available. By proving this through to your patients, they will be less likely to venture to other practices. 

Although your practice may be offering advanced technology, your patients may not be aware if it is not listed on your website. Many people rely on information they can gather through a practice’s website to form an opinion about that particular practice.

Your patients will trust your expertise and want to keep visiting your practice if they know that you can provide innovative treatments for their conditions. Swiftly adding this information to your website shows your patients that you are not only innovative when it comes to surgical technology, but you are also dedicated to providing them with accessible and accurate information about that technology. 

Maintain Your Reputation of Expertise and Innovation

Adding new and advanced technology to your website can help you maintain your brand reputation and improve the confidence of future patients. This simple addition to your website can instill a sense of trustworthiness of your practice to new and current patients. 

If you are the first practice in your area to offer a new technology, it is just as important to have it listed on your website before a competitor. When searching for treatment methods, patients will look at your website and see information about a treatment they have never seen or heard of before. 

Seeing this information on your website will reinforce your reputation of expertise and innovation. To remind future and current patients that your practice is equipped to provide them with the best treatment methods available, it is essential to add new technology and the benefits to your website.

Provide Your Patients With a Starting Point For FAQs

If a future or current patient is researching treatment methods, your website can be an invaluable source of information. Prior to scheduling an appointment, your patients will be able to get many of the frequently asked questions answered. 

This detailed page will provide them with information about whether or not this treatment method may be an option for them. In addition, it will also allow them the opportunity to come up with questions prior to their appointment.

By having a better understanding of this new technology prior to the appointment, you will be able to spend less time describing the basics. There are many benefits to providing information about new technology to your patients on your website. 

Besides increasing patient loyalty and providing accurate information about the new technology offered at your practice, you can promote your practice as an innovator in your field.

Are you interested in adding information about new technology to your practice’s website? Schedule a call with a client manager from ĆŢÓŃĆĆ˝â°ć to learn how we can help add this valuable information to your website!

Facebook, like many other social media platforms, is always updating and changing. In the month of May, there are two updates you need to know about. 

These include the following: changes to the Ads Manager with the rollout of iOS 14, and what Facebook removing its “Analytics” feature means for your practice! Read on to learn all about these two Facebook updates in the month of May! 

How the iOS update is affecting you

First is Facebook’s updates to go along with Apple’s newest update, iOS 14. We’ve already broken down exactly what iOS 14’s update will affect in the ads manager here.

Essentially, iOS 14 changes data collection across all apps, but Facebook’s reporting thrives on data collection. Now, individuals will need to opt-in to having their data collected from Facebook.

What you need to know is iOS’s 14’s rollout was at the end of April, so you will probably start seeing some changes to your reporting. This is due to people opting out of data collection. 

Our Social Media Marketing Director, Matt Fernandez, had this to say about the iOS 14 update: 

“While there is a possibility that campaign optimization could be affected by iOS 14, my expectation is that it will be more of a hindrance in terms of automated reporting than it will be on actual lead totals. If you do Facebook/Instagram marketing with Glacial, you should have a sigh of relief knowing that we have taken all the necessary steps to protect your ad campaigns and prepare for these iOS 14 changes.

If you aren’t currently doing Facebook/Instagram marketing with Glacial, I advise you to reach out to your agency to make sure they have taken the necessary steps so that your campaign isn’t abruptly shut down.”

Alongside the iOS 14 update, Facebook is shutting down its free Analytics tool on June 30th. Up until then you can still use the platform, access reports, export charts and tables and explore insights in your account.

What does Facebook shutting down its free Analytics tool mean for you?

Well, it depends. If you were using it to measure your Facebook performance, you’ll need to find a third party platform to analyze your metrics now. If you aren’t using it, nothing changes! 

Facebook still has its Insights tab on your page for a snapshot view of the data on your page, and it will still continue to communicate with all of the third party data social analysis tools. 

You’ll still be able to deep dive into your metrics, you just won’t be able to do it directly through Facebook anymore. Facebook has said this change is part of their efforts to “consolidate” their business tools.

If you have been relying on the Analytics tool, Facebook has recommended putting some time into the Business Suite, Ads Manager, and Events Manager if you still want to stay on their platform. 

For our clients, this change to Analytics will not affect any of Glacial’s reporting capabilities. 

We can continue to run reports and pull the full range of metrics for your Facebook and Instagram profiles without any problems. 

Do you want to stay up to date with the latest Facebook updates? Following Glacial on , , and is the best way to be in the know about what’s happening on social media! We’re constantly keeping track of new features and trends across social media to keep you informed.

Concerned that your digital marketing agency isn’t giving you the data that you need when it comes to social media marketing? ĆŢÓŃĆĆ˝â°ć is here to help! Contact us to learn more about our social media marketing services today!  

Contact Us To Learn More

When a patient visits your website, answers a phone call from your staff, receives an invoice, or discusses their health with a physician, their perception is impacted with every interaction. 

Over time, these interactions form the patient experience. 

It is up to your practice to implement processes and tools that are considerate of your patients’ needs and elicit a positive response, and every interaction counts.

We recommend these six vendors to wow your patients, prospects, and help to create lifelong advocates for your practice: 

1. OptiCall
2. MDprospects
3. MDidentity
4. Rectangle Health
5. Rendia
6. MyEyeStore

Keep reading to learn more about why to use these vendors and how they’ll take your practice to the next level!

OptiCall

OptiCall is a Medical Contact Center that helps busy practices convert more leads into patients. This team of expert communicators goes bananas for patient engagement and helps to make the first contact your patients have with your practice both positive and professional. 

Since 2002, OptiCall, Inc. has specialized in initial customer contact for medical practices that offer a variety of elective procedures, surgical and other. With over two million prospective patient phone calls under their belt, they’ve developed a tried and true program to convert more leads into elective consultations. 

Rendia

If Rendia doesn’t ring any bells, do you remember Eyemaginations? They rebranded several years ago, and have incredible eye care and ENT videos for practices to use on their website and in the practice. They have the largest, most sophisticated assets on the market, offering hundreds of videos for their practices and providers. 

Rendia has been a valued partner of ĆŢÓŃĆĆ˝â°ć for many years especially with both companies being established in 2000. We use their videos on websites to help with patient education and to keep users engaged. Rendia videos can also be used on Social Media for posts and to provide further patient education online. 

MDprospects

MDprospects is a web-based software tool designed for medical practices to manage leads, maximize patient conversion rates and increase revenues. The software was developed based on the needs of ophthalmology practices who wanted to better understand the patient conversion journey from website inquiry all the way through to surgery. 

MDprospects comprises three main components: Capture, Communicate, Convert. The software was designed to organize your leads and follow up process, communicate through 2 way texting, email drip campaigns, task management, online chat, and online scheduling. 

MDprospects integrates with some of the top practice management systems in the country, providing more comprehensive insights into your marketing efforts. 

MDidentity 

MDidentity is one of the best all-inclusive medical Reputation Management platforms helping our clients promote, manage, and maintain their online reviews and reputation across the world’s most popular sites and platforms. 

The software is developed to custom fit your practice. MDidentity provides integration options with practice management systems to create a hands-free review request experience. If your practice prefers a more hands-on approach, you can trigger review requests at your own cadence and even upload your patient lists manually. 

Our mutual clients let their reputation speak for itself with review feeds for the website, doctor bio pages, and location pages. 

Rectangle Health

Rectangle Health is a payments solutions company that does some truly remarkable work for healthcare organizations, large and small. Rectangle is system agnostic and can fully interface with any software out there! 

Rectangle Health works with nationwide groups like Fyzical, Aspen Dental, CCRM, all the way down to your local clinic with one provider. Most importantly, Rectangle takes pride in building custom solutions for practice owners in order to collect payments more efficiently and timely by utilizing a more digitized approach.

MyEyeStore

MyEyeStore is your behind-the-scenes partner in creating a thriving online optical shop for your practice. Providing online solutions for patients’ eye care needs helps improve loyalty and fills a prevalent need. 

MyEyeStore creates a custom online store for each practice they work with, allowing them to sell contact lenses, eye drops, dry eye products, and more – all through an easy-to-use customer interface. They will build your online store for you, customize your branding, handle all orders, and let you set the pricing. 

Enhancing the Patient Experience 

To truly enhance the customer experience, practices need to step beyond the exam room and explore every facet of patient engagement. From your practice website to your billing practices and patient education tools, each step of the patient journey should be informative, user-friendly, and put the patient first. 

What vendors do you find helpful for providing the ultimate patient experience? Let us know! 

Struggling to give your patients an experience that they’ll enjoy and benefit from? Contact ĆŢÓŃĆĆ˝â°ć to find out how we can help!

How New Local Google Ad Campaigns Can Impact Your Practice

Google knows that driving the most relevant results possible is the future of Search. It’s no longer a static series of results based on how well a website is optimized for a specific search term. 

Instead, Google tries to personalize results based on your intent, your past searches (for now), and most importantly, your location. Like many things in life, Google has developed different ways to specifically advertise for a relevant, local audience. 

This method of using local ads can be especially confusing. Keep reading to learn how new local Google ad campaigns can impact your practice! 

Local Search Ads

The first, Local Search Ads, are the oldest and are all around pretty great. How so?

If your campaign is linked up to your GMB (Google My Business) profile, you have a chance, at no extra cost, to get a promoted listing in the Map Pack as well as the SERP (search engine result pages) map results. These can be a great asset for driving calls and relevant leads to the practice. Glacial sets these up by default because they are a great asset for practices. 

Local Service Ads

Local Services Ads are a little newer. There’s a chance you’ve seen one of these if you’ve looked for a plumber or electrician recently. 

These are essentially beefed-up Ads for local services that feature reviews and a “Google Guarantee”. There are quite a few steps that you need to take to ensure high quality for these ads. 

Unfortunately, they are not available in Healthcare. Google will likely avoid the Healthcare field for the foreseeable future. 

Local Campaigns

The newest format is Local Campaigns. Like with Local Search Ads, these work by tying your Ad account directly into your Google My Business profile.

Unlike Local Search Ads, these are totally separate and dedicated campaigns in Google Ads. The idea behind Local Campaigns is to provide potential local customers the information they need to visit your location.

In theory, that means influencing someone as they walk around town looking for a local attraction (food, shopping, etc).

What do these Google ad campaigns mean for eye care?

For eye care, it may not be immediately clear how these Google ad campaigns are affecting practicing. After all, it’s likely that many surgical practices don’t accept a lot of walk-in visitors. 

We also know that many people don’t decide to have LASIK or cataract surgery as a spur-of-the-moment thing. But that didn’t stop us from testing it out to see its potential as a lead driver or a branding tool.

These campaigns are harder to control

It’s a bit of a mixed bag. One giant caveat is that, beyond the creative itself, the campaign is completely automated and AI-driven. 

That means that we have no control over when/what/where/why, or how it shows up to the end-user. That means we’re completely at the mercy of Google when it comes to performance. 

Case One

In case one, the campaign got an astounding 8,098 clicks and over 1.5 million impressions. The kicker is that it resulted in an abysmal 0.01% click-through rate and a 0% conversion rate. 

Thankfully, the total cost was only $280, and ended with getting a million and a half local impressions!

Case Two

Case two showed more promise. This resulted in 6,300 clicks with 739,000 impressions and a slightly higher 0.03% CTR. It’s still not great.

But this campaign drove 7 leads for just $154 total spend (a $21 cost per lead). In this instance, there appears to be both value in the brand (700k+ impression) and new business (7 leads). 

The most frustrating aspect of Local Campaigns stems from the lack of control. There’s no demographic targeting and no scheduling as well. 

In both campaigns, for example, there was heavy traffic around midnight. This seems like it’s very unlikely to translate into high-quality foot traffic. We also can’t control or even see demographic information such as age. 

The Verdict

Give it some time. As with many new features released by Google, a few kinks need to be worked out before they become useful to a broad audience. 

Beyond that, we’ll continue to test and experiment to see where the value lies. If you have a broader audience (OD terms, general eye care) this could very likely be a better fit. If you’re a surgeon only, keep focusing on what we know works. 

Looking to take your eye care practice’s digital marketing to the next level? ĆŢÓŃĆĆ˝â°ć can help! Contact us to find out how!

Do you have a Facebook business account that you can no longer access? There’s a good chance that this business account may be what’s known as a gray account.  

There was a point in time during Facebook’s early days when you could make an account strictly to run a business or page.

These accounts functioned on their own, had their own logins, and let users anonymously control pages acting only as the business or entity that they represented. These accounts are known as gray accounts. 

Keep reading to learn more about gray accounts, and why you should consider replacing yours soon!

Why Does This Matter to My Practice?

Facebook over the years has shifted to a more “transparent” approach, wanting pages to have a more accessible and public appearance. This means those gray accounts were directly in conflict with how Facebook has changed as a platform. 

So what has Facebook done? They’ve slowly started deprecating these “gray accounts” associated with pages, leaving some without any way of accessing or even logging into their business Facebook page! 

What If I Decide Not to Change My Gray Account?

The short answer to this question is “you should just fix your gray account.” 

But, if you decide that you’re going to ride it out, you can expect a limited newsfeed, no way to access other apps on Facebook from the account such as Messenger, and the account itself will be excluded from any searches on Facebook. 

In other words, you don’t have much of a choice and will need to change your gray account at some point.

How Can I Check If My Business Is Using a Gray Account? 

In a few simple steps, you can be certain if your account is in danger, or if you have nothing to worry about. 

1. Go to your Facebook’s Business page and open up your settings. 
2. Scroll down until you see “Page Roles” and click on it. 
   
3. Do you see a real Facebook profile under the “Existing Page Roles”? If the answer is yes, then you’re in the clear! If it’s not, then refer to the next steps. 
4. Find someone in your practice who you would like to be the admin of your Facebook page and pull up their profile. Copy the entire URL of their Facebook page.
5. Head back into your page settings, paste that URL in the search bar in the “Assign a New Page Role” section. You should see the profile you just visited. Send that person an admin request. 
6. Once they have accepted, that person is now your way into your Facebook’s Business page, and you can rest assured that you’ll have access to your Facebook again!

You can have the first individual add more members of the practice to the page just to “future proof” your page for any staffing changes moving forward as well! 

Don’t feel comfortable adding your personal accounts to the page? Just create a dummy account. It’s a very common practice that many businesses use. 

All it takes is a profile that uses a real name, but can represent the social media management side of your practice! 

This ensures that the only person who has access to the page is a member of the practice that’s using that account. It’s safer and foolproof when it comes to accessing your Facebook’s business page for your practice. 

Need someone to manage your Facebook so you can avoid this problem? Contact ĆŢÓŃĆĆ˝â°ć today and ask about our social media management services! 

Our clients strive to provide the best possible care to their patients. But with social distancing and mandatory lockdowns, that can be a challenge.

Telemedicine allows practices to continue to provide care to their patients without needing in-person appointments. We researched some of the best telemedicine platforms so that you don’t have to!

Keep reading for 7 of the best telemedicine platforms for your practice!

1. Sophrona

Sophrona specializes in ophthalmic patient portals and now telehealth! Their telehealth program is different because it has ophthalmology and billing in mind. These are a list of their top features:

• Scheduling
• Reporting on workflow
• How to bill for each visit type
• Secure messaging

2. Simple Practice

Simple Practice is an ideal telehealth solution for health and wellness providers, as well as small groups. With their telehealth system, you get a fully integrated video solution. Their system also includes:

• Patient portal
• Secure messaging
• Note-taking and treatment planning
• Online booking
• Appointment reminders
• Calendar syncing

Sessions are protected with bank-level encryption and security and are HIPAA compliant. You can start sessions instantly with no login or passwords required! Simple Practice also provides guides to get your clients started.

They offer a 30-day free trial, and their pricing starts at $39 per month, per user.

3. Updox

Updox telehealth is an easy to use system that can be up and running in less than 30 days. They are best for providers, physicians, community pharmacies, independent pharmacy, and hospital systems!

The Updox telehealth system offers a variety of services including:

• Video chat
• Secure and SMS texting
• Online faxing
• Reminders
• Broadcast messaging
• Online forms
• Payments

There is no download required for the patient or clinician and works anywhere on any device. They offer a few different package options, and you can request a demo and pricing!

4. NextGen Healthcare

NextGen offers telehealth and virtual visits for practices using or switching to NextGen! Their video service includes screen share, passing documents, and the ability to invite a third party or interpreter.

It also includes other features like clinical administration workflow, easy patient communication, and payments.

You can request a demo of their telehealth service, as well as pricing.

5. Doxy.me

Doxy.me is a web-based, HIPAA compliant telemedicine system. It is great for all healthcare professionals.

There is no download required, it’s free to use, and is simple for both clinicians and patients. Doxy.me pricing starts at $29 per month, per user, but they also offer a free version!

6. eVisit

eVisit is the #1 rated remote patient monitoring system. Their system is suited for all healthcare organizations ranging from primary care to hospital systems. eVisit’s system includes:

• A virtual waiting room to help you triage patients and prep for visits
• The ability to send prescriptions to over 70,000 pharmacies nationwide
• Online billing
• Create patient charts
• Integrate with your EMR

You can request a free demo of their system, and pricing starts at $600 per month!

7. vSee

vSee is a web-based telemedicine tool for businesses of all sizes. Their system offers many different tools, including:

• Messaging
• Walk-in alerts
• Intake forms
• Online payment
• Virtual waiting room
• Patient scheduling
• Chat support

vSee pricing starts at $49 per month, per user, but they also offer a free version!

If you feel like telemedicine is right for your practice, Glacial can help you integrate it onto your website! Please contact your client manager or email with any requests.