Podcast: Play in new window | Download | Embed
Subscribe: Apple Podcasts | Spotify | Amazon Music | Android | RSS
In 2026, the eyecare industry is saturated with digital noise. For Eye Care Professionals (ECPs), the challenge is no longer just being seen, but being trusted. On the latest Defocus Media podcast, Dr. Daryl Glover and Tyler Kemp of Marketing for ECPs break down why traditional “reactive” marketing is failing and how to leverage the new “digital word of mouth”.
What’s Covered?
What is the biggest mistake optometrists make when it comes to marketing?
The most significant error currently seen in the industry is focusing exclusively on lead generation to fill open chairs immediately. While necessary, this is a short-sighted approach because only a tiny fraction of your potential audience is ready to book “now”. By neglecting the vast majority of patients who are still in the awareness or consideration stages, practices fail to build the “main ingredient” of any long-term healthcare relationship: Trust.
How can an Optometrist build trust with patients before they even book an appointment?
Building trust starts far earlier in the patient journey than most realize. Tyler Kemp suggests “massaging the whole journey” by engaging patients who don’t know you yet or are currently “on the fence”.
The 3 Pillars of 2026 Eyecare Marketing Strategy:
- Lead with Education, Not Innovation: Don’t just market new technology; explain it. If you invest in dry eye tech, your marketing must first explain why it matters to the patient’s daily life
- Cultivate Your Digital Footprint: Your “digital footprint” is the modern version of word-of-mouth. Patients are looking at reviews and social media (TikTok, Instagram, Facebook) to see what others are saying about your true reputation.
- Optimize for Conversational Search: Patients are no longer just using keywords; they are asking full-sentence questions to AI assistants like ChatGPT and Gemini. Your content must provide authoritative explanations to be recommended by these platforms.
Why is patient education the most critical part of marketing new eyecare technology?
Practices often invest in costly innovations but struggle to recoup the investment because they assume patients understand the value. Patients may not even know what “Dry Eye” or “AMD” means, let alone why your specific technology is the solution. Successful marketing in 2026 requires you to be a partner in the conversation, explaining the “why” behind every clinical decision.
How are AI tools like ChatGPT and Gemini changing the way patients search for eye doctors?
Search has evolved from instruction-based (e.g., “eye doctor near me”) to opinion-based and explanation-based queries. Patients now interact with AI as if it were a personal assistant, asking full-sentence questions to gather information versus looking for a quick instruction. To capture this traffic, your practice must have a digital footprint that reflects positive sentiment and deep expertise.
How can I remove friction from the patient journey to improve my practice’s online reputation?
A practice’s external reputation is a direct reflection of its internal processes. Mastering the patient journey means ensuring there is no friction from the moment they find you online to the moment they leave the exam lane. When you empower patients as partners in their own care, they naturally become your most vocal advocates on the digital platforms that drive AI search results today.
