Orthokeratology (ortho-k) has been around for decades, but the interest level in this therapy has significantly increased in recent years. According to the 2021 GP and Custom Soft Annual Report, the majority of practitioners who were already utilizing ortho-k in their practices reported an increase from the previous 12 months (Bennett, 2021). The interest from both practitioners and patients will likely continue to increase, because there is now a U.S. Food and Drug Administration (FDA)-approved ortho-k lens design for myopia management. Eyecare practitioners who currently fit ortho-k lenses or are interested in starting should certainly capitalize on this market while interest is high.

Six Marketing Tactics

1. Word-of-Mouth Arguably the most successful form of marketing is through word-of-mouth. Happy ortho-k patients will create buzz in their friend and family circles.
2. In-House Marketing
   • Place signage in strategic places throughout the office: the waiting room, front desk, back of exam room doors, and in the contact lens training area.
   • Provide a packet of info to interested families. The packet could include brochures, success stories, current research, and your contact information for any additional questions.
   • Design a “Wall of Fame” highlighting pictures and brief stories of successful patients (Figure 1). This will pique families’ interest and likely open opportunities to discuss ortho-k.

   • Use custom on-hold messages describing ortho-k to provide a brief but informative message to patients while they are a captive audience.
   • Although the open rate for e-newsletters varies, they are still considered an effective form of marketing. Create one centered on ortho-k and its role in myopia management.
3. Social Media Some of the most successful social media posts have a personal touch. After obtaining written permission from the patient’s parent, share pictures, stories, or videos of your most successful patients. Also, consider providing an occasional update on those patients to further ingrain the efficacy of ortho-k. In addition, most ortho-k manufacturers offer complimentary educational content for social media that can be used in conjunction with more personalized content. Make sure to clarify with patients, though, when you are using ortho-k devices on an off-label basis.
4. Ads Patients routinely search for specific products and services on both the internet and social media platforms. Investing a relatively small amount of money in targeted ads can provide outstanding exposure for your practice and a return on your investment.
5. Website On average, individuals spend less than 15 seconds on a website. Thus, it is imperative that info about ortho-k is easy to find, succinct, and effective to help convert one who is curious into a patient.
6. External Marketing
   • Athletes Because ortho-k is extremely attractive to those who lead an active lifestyle, marketing directly to sports teams and/or leagues could be worthwhile. Sponsoring a team within your community could also drive patients into the office.
   • Pediatricians and School Nurses Both health care pros provide basic vision screenings to children and routinely identify patients who could benefit from ortho-k. Provide them with business cards and marketing materials that they can send home with potential patients. CLS

Reference

1. Bennett ES. GP and Custom Soft Annual Report 2021. Contact Lens Spectrum. 2021 Oct;36:20-27.