I recently had the experience of seeing effective marketing by a business on Twitter. It’s a nice thing to see in all truthfulness, as most companies are still trying to avoid real conversations with their prospects and customers.
Impressed and intrigued, I did what any curious self-proclaimed web marketing guru would. I contacted VSP Vision Care’s (@VSPVisionCare) marketing department and started asking questions.
Met with mutual excitement the VSP media relations department started telling me about specific doctors who were integrating social media strategies for customer feedback and business development. I was then introduced to Dr. Justin Bazan. Here’s what he had to say about social media, consumer feedback, building a loyal client base and increasing employee productivity.
@VSPVisionCare & @Grdeken: See How the Conversation WentQ: At what point did you decide to integrate social media strategy into your business model?
A: From the start. I had a pre-existing blog, started back in 6/07 that I continued to develop with my cold start in 2007/08. I had both a personal Facebook page and Twitter account in existence for a while, but did not actively begin utilizing those services until late 2008. Our business Yelp account was formed upon the opening of Park Slope Eye, but was not promoted until early 09. Our practice was conceived with a patient-centric mentality, and one of the benefits of utilizing social media is that it allows us to get into the heads of our patients.
Q: Starting out. What objectives did you hope to accomplish through social media?
Initially we weren’t 100% sure. We knew we had to start utilizing social media, but that’s about the extent of it. Our initial objectives for the blog was to provide people with useful info about eye care and eyewear.
Q) How have your goals and objectives changed or grown as you become more comfortable and efficient in social media?
A) Instead of a sole informative optometric blog, Park Slope Eye now uses social media as our broadcasting platform to inform, involve, and evolve present and potential patients and clients. We still provide useful info about eye care and eyewear, but we also find interactive ways to stay involved with our fans and followers. Social media has helped staff perform at consistently high levels and strive to continually improve themselves, their team, our practice, and most importantly our patients’ and clients’ experience. There is an awareness that social media has the ability to publicly portray them in both positive and negative light. It is this awareness that drives them to be the best. From a business owner’s perspective, the feedback from these social media websites is invaluable. We are able to analyze the feedback and determine the appropriate course of action.
Dr. Bazan’s Web Site
Q) Can you think of any setbacks you have had to overcome?
A) It has always been about making progress, pushing forward and doing more. I was fired from a large regional chain when I refused to take down my blog. If I remember correctly I was told, “We want the customers loyal to us, not to you. Your blog is creating loyal patients and that is not where we want to take the company.” It was at that moment I felt confirmation of what I already had known. I could build a loyal patient base through blogging and social networking.
Q) What is the future of social media to you? Where do you see it going? What opportunities do you see for your business?
A) Social media will continue to grow and evolve. We see it headed towards cloud applications that will unite the best parts of the earlier generation of social media. Cloud apps like Google Wave look very promising. I also see social media sites, like Yelp.com, becoming a valuable research tool for people. We are a society of people who value word of mouth referrals and testimonials. We are also a society that is very comfortable in front of a computer, understatement intended. Combine both and you see how social media sites are very powerful. Easily accessible valued information and interactions.
About Dr. Justin Bazan:
Dr. Bazan received his B.S. in Biology from Trinity University. He is also a board certified 2004 graduate of the prestigious SUNY State College of Optometry. His formal optometric training includes an ocular disease internship at both the Syracuse Va Hospital and Aran Eye Associates. Dr. Bazan is affiliated with the American Optometric Association , the New York State Optometric Association, Proactive Optometric Physicians, Optometric Nutrition Society, and The Tear Film & Ocular Surface Society. Please visit http://www.parkslopeeye.com
About VSP Vision Care:
VSP GlobalSM offers world-class products and services to eyecare professionals, employers, and more than 55 million members through a group of leading companies providing comprehensive eyecare coverage, access to cutting-edge frame styles and brands, design of custom interiors and merchandising systems, innovative e-commerce and practice management solutions, and technologically advanced lab services. With the strength and experience of these companies behind it, VSP Global stands apart and delivers benefits, services, products, and solutions that are unparalleled in the world-wide optical industry. For more information visit http://www.vsp.com or follow them on Twitter at @VSPVisionCare
