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AN E-NEWS BRIEFING ABOUT WEB TECHNOLOGY & INTERNET TRENDS June 27, 2012
What Works

Technology in Texas

By CLICK Staff


AUSTIN, Texas—“We are as diligent in our digital media approach as we are with patient care, always seeking out new ideas and constantly striving to deliver the best experience possible,” said Robert Soltys, OD, president and CEO of Barton Creek Eyecare, Austin, Tx. And Brazos Valley Eyecare, College Station, Tx. “Despite the recent lulls in the economy, we have been fortunate enough to maintain a steady increase in patient growth. Having primarily achieved this growth due to our digital marketing plan, we felt it best to concentrate more of our budget into our digital approach.”

Soltys was earlier this month recognized for his innovative approach to digital media marketing for the practice in the 2012 Optometric Business Innovators, a project of Vision Monday and Review of Optometric Business. His practice’s website features video, eye health information, links to social media, the use of QR codes and other updates.

Digital media has been a huge help in marketing the six year-old practice. “Digital media is an amazing form of communication which allows you to interact with your target audience on a social level to create a personal relationship which traditional media doesn’t do,” he added. “In this day and age patients, especially those in large metropolitan areas, expect the latest technology.”

Though he admits that getting his staff to embrace the new ideas and technology his patients expect can be a challenge. “Often because they assume it will increase their own work load,” Soltys explained. “Therefore, it is crucial to train your staff on how to properly utilize the technology and educate them on how these new ideas and programs will actually increase the efficiency of your office and create a better patient experience.”

Soltys does this by keeping his staff updated weekly on the practice’s digital media plans and what he hopes to achieve with them. “The staff is always full of great questions and feedback that often causes us to alter our approach. We also get them involved when creating reward systems for compliance and recognize them for outstanding customer service.

“We find the more you allow your staff to get involved in developing your approach the more likely they are to follow through with it,” he concluded.

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