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OPHTHALMOLOGY BUSINESS
May 2016
digital.ophthalmologybusiness.org
Berkowitz, MD, chief oculofacial
cosmetic and reconstructive sur-
geon, Vision Institute of Michigan.
7. With your efforts expect some
initial increase in patients—and
a better media relationship.
"Speaking with people one-on-one
and having them get to know you
beyond just an image from a news-
paper or TV spot builds trust," Dr.
Higa said. Other times, you may not
notice a direct uptick in patients,
but you will notice that you've built
a solid relationship with the media,
who will be more likely to call you
with questions for related stories, Dr.
Piracha said. The Vision Institute of
Michigan had a particularly posi-
tive experience when it promoted
Winter Weather and Dry Eye Aware-
ness earlier this year, Dr. Berkowitz
said. The outreach prompted a TV
appearance on a local ABC Detroit
affiliate to speak about dry eye
awareness; after that, the practice
received many calls and questions as
well as multiple new patients. It also
bolstered the practice's relationship
with the media.
"Promoting eye-themed aware-
ness makes your outreach informa-
tion timely and newsworthy, estab-
lishes credibility for your practice
and staff, helps drive new patient
growth and retention, and provides
an excellent public service," Dr.
Berkowitz said. EW
Contact information
Berkowitz: vickifb1m@gmail.com
Higa and Wood: ikaikacomm@gmail.com
Piracha: danielle@boxcarpr.com
Rossnagle: mrossnagle@centerforsight.net
If your office is large enough,
you could hold your talk there. Or
you could think about access to a
meeting room or coffee shop. Make
sure to provide light refreshments,
like coffee and drinks, Dr. Higa
advised.
4. Use social media. You can pro-
mote educational efforts or special
events via social media sites and/or
on your website. You can also use
social media sites to share weekly
tips or education related to a month-
ly theme. "Strong visuals are key,"
Dr. Piracha said. "On social media,
especially Facebook and Instagram,
we try to use engaging visuals with
key information."
5. Target your information to
specific audiences. For example,
in tandem with Age-Related Mac-
ular Degeneration and Low Vision
Awareness Month, Dr. Higa spoke
with a group of seniors about the
importance of taking care of vision
to help prevent falls. During Chil-
dren's Eye Health & Safety Month,
he enjoys visiting elementary
schools, and he changes up his
presentation to include more visual
aids and interactive activities.
6. Don't forget promotional prod-
ucts. Michigan Hair Restoration, the
sister company of the Vision Insti-
tute of Michigan, Sterling Heights,
had a huge hit when it gave away
555 hats at an NFL event for Nation-
al Sun Awareness Day. "The hats had
our logo on them, and more than a
year later, we still have people tag-
ging us in photos online, posting
to Facebook, and wearing the hats
out around town," said Mark
Eye health awareness months
Below are eye health awareness months and links to related
information that may be helpful for patients.
January: Glaucoma Awareness Month
www.glaucoma.org/news/glaucoma-awareness-month
February: Low Vision Awareness Month
nei.nih.gov/nehep/lvam
March: Workplace Eye Wellness Month
www.preventblindness.org/protecting-vision-workplace
April: Sports Eye Safety Month
www.preventblindness.org/sports-eye-safety
May: Healthy Vision Month
nei.nih.gov/hvm
June: Cataract Awareness Month
www.preventblindness.org/cataract-awareness-month
July: UV Safety Month
www.foh.hhs.gov/Calendar/july.html
August: Children's Eye Health and Safety Month
www.hap.org/health/topic/eyemonth.php
September: Healthy Aging Month
nei.nih.gov/ham
October: Halloween Safety Month
www.hap.org/health/topic/halloweenmonth.php
November: National Diabetes Month/
Diabetic Eye Disease Awareness Month
nei.nih.gov/nehep/NDM
December: Safe Toys and Celebrations Month
everharteyes.com/december.html
The National Eye Health Educational Program (NEHEP) of the
National Eye Institute has a number of resources that can help
with eye awareness months. The organization specifically observes
National Diabetes Month, Glaucoma Awareness Month, Vision and
Aging Month, and Low Vision Awareness Month. There are numerous
infographics, social media toolkits, and other audience-focused
material—even some in Spanish—for these months.
"
The opportunity to educate a
large group of people with a high
potential to be personally connected
to the topic is invaluable.
"
–Marissa Rossnagle
to your advantage
