However you acquire new patients, you’re paying a cost.

In-network providers discount their services in order to access patients through vision-plan directories. Out-of-network providers set aside budgets to leverage various marketing channels. Whatever you’re doing to bring new patients into your practice or optical shop, it comes at a cost. The best marketing strategies for eye care providers bring those costs down over time.

That’s why some providers turn to content marketing to build their online presence. Creating content doesn’t require a capital investment—just time—and it’s an effective way to strengthen relationships with current and potential patients. When you publish content to engage website prospects, you’re generating interest at minimal cost while establishing yourself as a thought leader in your community.

Why content marketing is important in eye care

When it comes to online marketing for eye doctors and opticians, content creation is one option that anyone can pursue—and it can even be fun!

Content marketing is the use of engaging, helpful content to attract new patients and build stronger relationships with those you already serve. Each month there are 5,400 searches including the words "eye health," according to UberSuggest. Your practice can answer those questions and more with educational and compelling eye care content.

Your content should be unique and compelling for your community!

What to do with this list

There’s plenty you can do with the list of 100 topics below. For example, you can add new posts to your blog or, if you don’t have one, start a brand new blog!

Or you can post a video to Youtube to answer some of the questions below. Many of these are questions your patients are asking. Putting a face to your practice as you answer them can help bolster relationships between patients and your brand.

Digital marketing ideas for optometrists and opticians

Here’s more information on the various channels you can use to distribute content and why optical shops and optometry practices should target audiences through them:

Blog

When most people think of content marketing this is what comes to mind. An eye care blog is a great way to connect with patients who tend to do their healthcare research online—a lot of people these days!

If you’re able to write content that ranks well on Google or leverages Google’s local search signals, you can capture plenty of new website visitors through a blog. However, don’t expect all of them to become patients. On the plus side, you’ll strengthen your position as a thought leader and put your trustworthiness on display.

Videos

Video content is a fun and engaging way to make face-to-face connections with patients and members of your community.

It doesn’t take much to record; really all you need is a decent smartphone or computer with a webcam. You can add lighting or mics if you want, it’s really up to you! The important part is composing video content that is compelling and educates your audience. Speak to them about vision problems associated with blue light exposure or how often they should get eye exams.

The great part about video is once it’s recorded you can use it just about anywhere! Embed it in a blog post, add it to your social media channels or distribute it via email. Or try them all!

Newsletter

Do you collect patients’ emails? Then you can start a newsletter!

This is a great way to unobtrusively drop into patients’ inboxes with helpful information. People still check their email: 34% of American consumers check their email throughout the day and just 1.6% say they don’t look at their inbox.

If you’re producing interesting newsletters with enticing subject lines, you can guarantee you’ll become a more regular presence in your patients’ lives—even the existing patients who only set appointments once per year.

100 content marketing topics for your eye care practice

• How the eye works
• The story of how your practice got started in your community
• [X] eye care mistakes you're making
• [X] eye care myths
• How to pick the right frames for your face
• What causes contacts to hurt?
• How much screen time is enough for kids?
• When should your child get an eye exam?
• What is the difference between an ophthalmologist, an optometrist and an optician?
• Why is it important to get regular eye exams?
• How contact wearers can prevent eye infections
• How to choose eye protection for sports
• Should you buy contact lenses online?
• How do screens affect vision?
• A complete guide to refractive errors
• What is age-related macular degeneration?
• What causes eye twitching?
• When is eye twitching serious?
• Are eye infections contagious?
• Will your eye infection heal itself?
• Can eye strain cause headaches?
• How eye pressure is measured?
• What is conjunctivitis?
• How eye prescriptions work
• [X] eye care habits to protect your vision
• How to treat dry eyes from contacts
• [X] frame trends for this season
• Can supplements improve eye health?
• What is diabetic retinopathy and how do you prevent it?
• How diet affects vision
• What color lens should you get?
• What is blue light?
• What are cataracts?
• What is cataract surgery?
• What is dilation and why do you need it?
• Do carrots really help your vision?
• What is a refraction test?
• What to expect during an eye exam
• How to choose an optometrist
• How to choose an optician
• How much are glasses?
• What is glaucoma?
• Does insurance cover all frames?
• Do you have to go to an in-network provider?/Can you go to an out-of-network provider?
• How to read your eyewear prescription
• How to safely view the solar eclipse
• The best glasses for gaming
• What are polarized lenses?
• How to pick the right glasses
• A guide to lens coatings
• What is vision insurance and how do you get it?
• What are out-of-network vision benefits?
• A guide to Medicaid vision benefits in [Your State]
• A guide to Medicare vision benefits
• How much does LASIK eye surgery cost?
• What is LASIK eye surgery?
• What is astigmatism?
• The pros and cons of daily disposable lenses
• Bifocal and multifocal contacts: What's the difference?
• [X] ways to get dry eye relief
• What does 20/20 vision actually mean?
• What is visual acuity?
• Can exercise impact your eyes?
• What does an eye chart actually measure?
• What is legal blindness?
• Can youI use your eyeglass prescription to buy over-the-counter contact lenses?
• How to clean contact lenses?
• How to clean your glasses?
• How often do you need to get your prescription changed?
• Do glasses make your eyes weaker?
• What is vision therapy?
• Can reading in the dark affect vision?
• Are you a candidate for laser eye correction?
• Choosing between glasses and contacts
• A guide to common eye symptoms
• Do eye drops have any side effects?
• How to strengthen a drooping eyelid
• What is prism correction?
• What to do if your glasses are uncomfortable
• When you should replace your lenses
• How to get your frames adjusted
• What are transition lens?
• How to put a contact lens in
• What causes bloodshot eyes?
• What are floaters?
• What is dry eye syndrome?
• How do UV rays affect your eyes?
• What is the best way to treat eye allergies?
• What can cause a red spot on your eye
• What are computer glasses?
• [X] signs you need new glasses
• [X] signs its time for an eye exam
• What is pink eye?
• Does your child need glasses?
• At what age can kids start wearing contacts?
• What exercises strengthen eye muscles?
• Why does reading get harder with age?
• What are options for digital eye strain relief?
• What is the difference between reading glasses and prescription glasses?
• What is keratoconus?

How does content fit into your practice marketing plan?

You have an audience, you have the topics; now is the time to work these content ideas into your practice marketing plan. You should choose the topics that are most relevant to your practice niche. If you focus on providing care to children then it makes sense to start with topics like screen time for kids or the right age for contacts.

The best bet for your practice depends on your team’s strengths and the sort of content you think your patients will enjoy the most. We did the research and found the eye care topics that people are researching. Now it's up to you to provide the answers and start connecting with your community!