Web Marketing: Is It A Worthwhile Option For Your Practice?

Background: Surfing the internet is becoming a daily activity for many
Americans. Consequently, practitioners may attempt to utilize this form of
communication to advertise their practice. Many optometrists (ODs) may already be considering web marketing as an acceptable option; however, certain ODs may think web marketing not a suitable marketing option based on their geographic location in Michigan or the size of their practice. This study is designed to help inform ODs about whether or not they should be investing in web marketing.
Methods: We conducted a survey, with a forced choice format, investigating how many Michigan optometrists have websites marketing their practice. We have taken into account the geographical location of the practices and compared the results of practices located in cities, townships or villages of three different population sizes: 0-25,000; 25,000-100,000; and 100,000 and greater. We also compared results from different practice sizes based upon the number of ODs in the practice: 1 OD, 2 ODs, and 3 or greater ODs. We have investigated methods of setting up a website, the marketing power of a website, and the most appropriate content for a practice website. Results: According to the survey responses, more ODs than not believe that having a practice website is a cost effective way to promote, advertise, and serve the patients within their optometric practice. Conclusions: Optometrists looking for an inexpensive, modern, and low maintenance way to promote their practice should strongly consider creating a practice website if they do not already have one.