One OD shares his experience launching a successful social networking campaign for Dry Eye Awareness month—and offers 3 tips for crafting a message to capture an audience’s attention.
I’ve always considered it important to promote awareness of dry vision disease (DED)—especially for a practice like mine that specializes in treating the issue.
But this July, when I Iaunched a coordinated effort to recognize National Dried out Eye Consciousness Month, I learned just how much awareness campaigns can do for the health of individuals and the private practices that serve them.
Centered around the hashtag #dryeyejuly, my first major foray into social-media dry-eye awareness promotions gave me an opportunity to reach existing and potential sufferers with messages of education and empowerment. Their response has been unprecedented, boosting their engagement with my exercise and, ultimately, our community’s eye health.
It’s a lesson I’m eager to share with my fellow eye care providers.
Crafting the Campaigns
To achieve those likely to benefit from dry attention care, We designed parallel campaigns that I shared via email, LinkedIn, TikTok, Instagram, Facebook, plus Twitter, supplementing the efforts with in-office posters and brochures.
In one campaign, the team rewarded patients along with gifted or discounted “cleaner” eye care products for mentioning Dry Eye Awareness Month during a preventive office visit. In another strategy, we shared photos or even video testimonials from patients about their own eye wellness after treatments. I involved colleagues at other methods by creating a forum associated with top dry eye specialists across social media marketing, encouraging them to tag each other in unique July posts featuring the particular hashtag, #dryeyejuly.
Our messages were simple: For those unfamiliar with dried out eye, we emphasized that will the condition is a disease that requires diagnosis and treatment, and that patients aren’t alone in experiencing it.
For individuals with established but continually bothersome dry eye, all of us encouraged visits to our workplace for customized treatment plans aimed at reducing inflammation plus restoring the ability of the eyelids to produce a healthy tear film.
Throughout July, I have seen our outreach make a meaningful difference in customer engagement. Not only did our own email marketing campaign log a significant open rate, but many patients mentioned Dry Vision Awareness 30 days during appointments or whenever ordering products via phone or text.
It’s worth noting that will I didn’t conduct our Dry Attention Awareness Month campaigns within isolation. Throughout the year, I spread the word about the condition by participating in local health fairs, inviting colleagues to shadow our practice, and sponsoring corporate lunch and learns.
New cases of dried out eye arise every day. To catch the opportunity to help these sufferers, we need to make an ongoing effort to keep the particular lines of communication open.
Generating win-win results
I actually believe the main reason for the success associated with my Dry Eye Recognition Month campaigns is their particular relatability: Both the rewards program as well as the patient recommendations inspire readers to reflect on their own experiences with eye health.
In a single post which i discussed across social media forums, a college senior recalled the DED that made it uncomfortable for him to look at a computer screen, nearly ending their dream of becoming a software engineer.
During his first visit to my office, I treated the student with OptiLight Intense Pulsed Light (Lumenis), iLux 2 MGD Thermal Pulsation (Alcon), and microblepharoexfoliation with ZEST. Even before his second appointment, he was able to report to viewers that their condition had improved by 80%.
My practice has helped others with experiences just as dramatic: a mother who couldn’t watch movies with her child due to evening eye discomfort and people with light sensitivity so severe that they could not drive and wore sunglasses into my office.
Employing such stories to capture our audience’s attention gave us a chance to explain why we can confidently pledge to be the ultimate destination for long-term dry eyesight relief—even with regard to patients who have visited multiple procedures in the particular past without success.
With that communication founded, I has been able to convey information about dry eye treatment in more detail. My threefold goals were to ensure that:
- Patients understood the causes of dried out eye , including environmental conditions such as low humidity, windiness, plus pollution; intrinsic or medically induced hormonal fluctuations; extended screen time; or issues related in order to cosmetics, contact lens wear, sleep, diet, stress or exercise.
- Patients could identify dry eye , rather than shrugging off symptoms such as blurry vision, red eyes, eyes fatigue, styes or pain with get in touch with lenses—or confusing them along with other conditions.
- Patients were familiar with the suite of modern, evidence-based in-office techniques , including diagnostic imaging and advanced therapy technologies like those that will benefited the patient studying software engineering. Beyond that, I explained that each procedure pertains to the specific type of ocular surface disease, for example meibomian gland dysfunction (MGD), ocular rosacea, blepharitis, ocular allergies, lagophthalmos, stye, or even others.
As patients made their first trips to our offices, we all customized treatment plans regarding them, coupling in-office therapies with at-home treatments such as omega 3 supplements, warm compresses, lid hygiene techniques and a novel neurostimulation device that will helps the eyelids produce healthy tears.
I have also experienced good results in recommending preservative-free lubricating drops for use in home—for instance, to ease acclimation to all-day contact lens put on after therapy, to soothe temporary dryness after LipiFlow (Johnson & Johnson), or as a buffer before using drops prescribed for inflammation.
My preferred brands are Optase MGD (Scope Health Inc), Oasis Tears (Oasis Medical), plus the recently introduced iVIZIA line (Théa Pharma, Inc), which I have both used myself and gifted to individuals.
All of these falls feature cutting-edge ingredients; intended for example, iVIZIA is the particular first within the US to combine viscosity-enhancing povidone with the disaccharide trehalose and hyaluronic acid, a great lubricator plus protector of the corneal epithelium because it is capable associated with binding 1, 000 times more water than its weight.
As I discuss treatment programs, I like to remind my sufferers that taking care of their eyes at home is just as essential as brushing their teeth and flossing. After all, they wouldn’t expect two cleanings a year to keep their own teeth clean and cavity-free!
Looking in order to next July
I’m excited about the response to our own awareness strategies this This summer and look forward to making the similar work during Dried out Eye Attention Month next year. I encourage my co-workers to join me in helping to unite patients and practices against this particular debilitating but eminently treatable disease.
About the author
Kambiz Silani, Z
is the chief clinical director of Beverly Hills Optometry
He is a consultant to get Johnson & Johnson Vision, Alcon, SightSciences, Lumenis, and NuLids.