Does Instagram Matter for My Practice?


We get asked this question a lot and the answer isn’t so straightforward. This picture sharing platform, owned by Facebook, is hugely popular. And it can be an effective tool for interacting with communities who are very into fashion, design, and anything else that is essentially visual.

Does that do much for your practice? Well, it all depends on how you want to use it and what your goals are.

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What Can Instagram Do for My Practice?

Instagram is a great way to visually brand your practice...but only if your target demographic is using it. (If you aren’t sure what practice branding is, you should check out this article) If you have a very optically-oriented practice, or you otherwise want to share a lot of interesting pictures about the goings-on at your practice, then Instagram can definitely help you show off your latest frames, highlight trunk shows and events you’ve run, or even capture interesting treatments or office moments.

But that’s the kicker here. Instagram is an almost exclusively visual medium. You need to ensure that the photos are high-quality and, most importantly, fun and organic. 

(Want to see what we mean by “fun and organic”? Check out this article on how to make engaging posts on Facebook.)

Will Instagram Help Drive New Patients?

No. Whatever you’ve heard, it’s important to look at the data. Some of our clients choose to emphasize social media while others don’t. However, even our clients with the largest, most engaged following on social media—the practices that put time and effort into engaging posts and good tagging and great descriptions...the traffic to their websites from social media is negligible.

Want to see what a practice with a great social media presence looks like?—check out our Facebook Practice of the Month.

At the end of the day, traffic to practice websites from social media rarely exceeds 1%!

People are on social media to zone out, catch up with friends and family—or just spy on them—and watch funny cat videos. By comparison, organic traffic from Google most often accounts for roughly 80% of all traffic to a well-performing optometric website.

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What Will All That Achieve?

Well, if you put in the time and effort to consistently put creative, visually-engaging and fun posts on Instagram, you might be able to build an engaged following. This can be useful if, for example, you boast a particularly boutique dispensary, with unique frame lines that you might carry exclusively. Or if you offer some product or treatment which is more specialized or rare and lends itself to the audience visually... But the uniqueness here is crucial. No one will drive too far for a comprehensive exam, but they might drive some distance if it’s for those Blake Kuwahara frames you keep behind glass! 

Is Instagram A Waste of Time? What Should I Focus On?

Instagram is not exactly a waste of time. For some practices, Instagram can be one branding tool in the arsenal. When done well this can build a beneficial following. But, as we all know too well, time is a precious and valuable commodity. A smart practice prioritizes spending time and money on the marketing tools for growth that will yield the biggest return on investment. It’s fantastic if you can put yourself in the back of people’s minds with a strong social media presence, but that’s a long-term investment with uncertain returns.

What is clear, though, is that roughly 95% of people searching for an eye doctor do it on Google. You want to make sure that your practice has a strong online presence, and that means that you need powerful SEO, an optimized GoogleMyBusiness profile, and stellar Google reviews. These are the essential elements to attract and convert someone who is actively looking for an eye doctor. 


Want to learn more about the tools and strategies to build a powerful online presence? Want to expand your patient base and drive more revenue growth? Fill out the form to schedule a call with Evan, a passionate optometry marketing expert. Evan will provide a custom strategy that will exceed your expectations.

Or Call Today 201-591-4350

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