Often, one of the most difficult aspects of incorporating a new subspecialty into an existing eyecare practice is developing a solid strategy for marketing this new addition to patients. When it comes to implementing a new myopia management program, practitioners often primarily focus on clinical concepts such as who should be treated and which modality to choose in certain scenarios; however, creating an effective plan for reaching patients and executing your vision is just as important for long-term success.

Start with Staff

Ensuring staff buy-in is an invaluable prerequisite to establishing a successful myopia management program. Consider devoting an office meeting or an after-hours training event to educating staff and building excitement. Depending on your current treatment approach, new strategies may signal a significant paradigm shift. While staff do not need to comprehend academic concepts (e.g., peripheral hyperopia theory) or the differences between the Atropine for the Treatment of Myopia (ATOM) and the Low-Concentration Atropine for Myopia Progression (LAMP) studies, the following basic concepts should be addressed:

Establish Importance Explain that myopia prevalence is increasing and that this poses a risk for future eye disease such as retinal detachment (Flitcroft, 2021).

Generate Excitement Create enthusiasm around new technology and the benefits that proactive myopia care will bring to your patients.

Outline Protocols Ensure that your staff comprehends your treatment strategies, including follow-up schedules and pricing structures.

A knowledgeable and motivated staff will pay dividends when it comes to marketing your myopia practice to prospective patients.

Look No Further Than Your Exam Chair

Because proactive myopia care is a relatively new focus in eye care, many patients are unaware that these services exist. So, it is incumbent upon practitioners to establish demand by educating families and making appropriate recommendations. You will never have as much of a patient’s attention as when he or she is sitting in your exam chair; make the most of this marketing opportunity by being prepared to discuss why and how to proactively manage myopia. Once parents are on board, make sure to keep siblings in mind, as this can translate to additional patients with the right strategies in place.

As you begin to establish your myopia management practice, taking the time to properly educate parents of existing myopia control patients can be another critical marketing opportunity. Word-of-mouth referrals have been an invaluable source of new myopia management patients at our clinic, and we have found that proper patient (and parent) education is the best way to facilitate these referrals. For example, a single mention in a local parents’ group on social media can generate several new consultations.

Expand Your Reach

After you establish a solid foundation, there are a number of avenues available to expand your marketing strategy. Consider meeting with local pediatricians, pediatric ophthalmologists, and other optometrists who are not currently managing myopia proactively. Similar to starting a new vision therapy clinic, it only takes a few good referral sources to see these efforts pay off in a big way.

Digital advertising on social media platforms can be a cost-effective method to reach a targeted audience for your myopia control clinic. Furthermore, email blasts or even sending postcards to existing patients can expand awareness around myopia management and is also a great way to start a conversation at a patient’s next annual exam.

With a little bit of effort and the right marketing strategies in place, there is nothing stopping you from establishing a successful myopia management clinic or from taking your program to the next level! CLS

For references, please visit www.clspectrum.com/references and click on document #307.