AE May/June 2021 Vol 30 No 3 - 30

MAY/JUNE 21 // COVER FEATURE

"

" I always
put myself in
the place of
the patient,
no matter
what. "
-Hugh
Glatts,
Mittleman
Eye

their smart phones, whether through text reminders or
apps. Perhaps the biggest " new " marketing trend from
the 2010s is what LinkedIn's Sean Callahan calls " The
Decade of Customer Empowerment. " Social media,
most notably Twitter, gave people instant two-way
communication with brands and businesses. Trusted
consumer review websites like Angie's List and the
more-social-in-nature apps and platforms like Yelp! and
Google Reviews have given consumers considerably
more avenues to provide feedback, good or bad.
" No longer could frustrated voices be silenced, "
writes Callahan in his blog post. " These trends have
fundamentally shifted the marketing landscape, completing the transition from push to pull. "
This " push to pull " is exactly what Mark David
Jones, an international organizational development
consultant and president of Small World Alliance,
sees as the biggest shift in the past 20 years. " It used
to be that companies used marketing to shape the
information their target market would receive and
use that to persuade those potential customers to
do business with them, " he said. " Now, people can
gather all the information on their own, including
reviews and opinions shared freely online by anyone
with internet access. "
This idea of customer empowerment has informed
marketing strategy within the ophthalmology practice
community, and it's become especially prominent
during 2020's COVID-19 pandemic.
EVOLVING PRACTICES AT PRACTICES
Hugh Glatts, administrator at Florida-based Mittleman
Eye, embraced digital marketing strategies many years
ago and, illustrating his serious commitment, he added
a digital marketing manager position to the team in
2013. The most common tactics in Glatts' digital
strategy playbook had included investing in Google
Adwords, sponsored social media posts, and display
ads on traditional media websites. The latter, he says,
is an option that comes along with print newspaper ad
buys-and have been quite successful.
" [The newspaper website display ads] bring substantial traffic, up to 80,000 views a month, " Glatts
says. His digital efforts, in general, have seen increasingly positive results. His practice manually tracks
how patients are acquired: The #1 is still primary care
physicians, and #2 is referrals from family and friends,
but social and web ads have become a source to be
reckoned with. " Digital marketing accounted for about

30

AE // May/June 21

26% [of referrals], but that rose to 36% in the early
months of the pandemic, " Glatts says.
Kati Read, clinical manager at Wheaton Eye
Clinic in Illinois, on the other hand, says, historically, her practice has not done much paid
advertising, traditional or digital. Direct mail,
however, has been a successful marketing tool. One
example is sending letters to patients of closing
clinics. " We let them know we're here for them
during the period of transition, and write something
like, 'We know you loved Dr. X, so we're happy to
continue that same level of care... .' " she said. " That
has worked really well for us. "
Read also says that Wheaton, which has five locations, is active in local communities, such as sponsoring
runs or giving educational talks about eyecare in senior
living communities. " You don't see us on billboards
or hear us on the radio; (our doctors) go out into the
community and say, 'Hi, we're here.' " 	
Both Glatts and Read have used these existing
mindsets and marketing strengths to elevate their commitment to patients during the pandemic.
KEEPING HUMANS AT THE HEART
Reflecting back to the adage " Meet your customers
where they are, " let's consider that the " where " doesn't
have to be a physical place. It can also be a state of
mind. This notion came instinctually to Glatts in
March, at the start of the pandemic; he pivoted right
away to a new patient outreach approach.
" I always put myself in the place of the patient, no
matter what. [Patients] don't want to know we're the
best; they want to know we're here for them, " Glatts
explained about his move to PSA-style content. He
canceled any regularly scheduled content or paid ads
in favor of producing or curating educational content,
such as reinforcing up-to-date information from the
CDC and the American Academy of Ophthalmology.
Here's the text from a recent Mittleman Eye
Facebook post:
Let's continue to protect each other and our loved ones.
Mittleman Eye continues to be committed to stopping
the spread of coronavirus. Social distancing, staying
home when sick, hand washing regularly, testing and
quarantining, avoiding crowded places, and simply
wearing a mask when out and about are all ways to
keep each other safe. [This was accompanied by a
custom, branded graphic of a parent and child with a
mask with a caption that read, " Who is your why " ?]



AE May/June 2021 Vol 30 No 3

Table of Contents for the Digital Edition of AE May/June 2021 Vol 30 No 3

AE May/June 2021 Vol 30 No 3 - Cover1
AE May/June 2021 Vol 30 No 3 - Cover2
AE May/June 2021 Vol 30 No 3 - 1
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AE May/June 2021 Vol 30 No 3 - Cover3
AE May/June 2021 Vol 30 No 3 - Cover4
https://www.nxtbook.com/ygsreprints/ASOA/ae-may-june-2021-vol-30-no-3
https://www.nxtbook.com/ygsreprints/ASOA/ae-march-april-2021-vol-30-no-2
https://www.nxtbook.com/ygsreprints/ASOA/ae-january-february-2021-vol-30-no-1
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_sept_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_july_aug_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_may_jun_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_mar_apr_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_jan_feb_20
https://www.nxtbook.com/ygsreprints/ASOA/ae_nov_dec19
https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct19
https://www.nxtbook.com/ygsreprints/ASOA/g107843_ae_julyaug19
https://www.nxtbook.com/ygsreprints/ASOA/g105962_ae_mayjun19
https://www.nxtbook.com/ygsreprints/ASOA/g104576_ae_marapr19
https://www.nxtbook.com/ygsreprints/ASOA/g103212_ae_janfeb19
https://www.nxtbook.com/ygsreprints/ASOA/g99529_ae_novdec18
https://www.nxtbook.com/ygsreprints/ASOA/g97160_ae_septoct18
https://www.nxtbook.com/ygsreprints/ASOA/g96528_ae_julyaugust18
https://www.nxtbook.com/ygsreprints/ASOA/g93925_ae_mayjune18
https://www.nxtbook.com/ygsreprints/ASOA/g92298_ae_marapr18
https://www.nxtbook.com/ygsreprints/ASOA/g89361_ae_janfeb18
https://www.nxtbook.com/ygsreprints/ASOA/g86698_ae_novdec17
https://www.nxtbook.com/ygsreprints/ASOA/g81746_ae_septoct17
https://www.nxtbook.com/ygsreprints/ASOA/g80299_ae_julaug17
https://www.nxtbook.com/ygsreprints/ASOA/g77256_ae_mayjun17
https://www.nxtbook.com/ygsreprints/ASOA/g74401_ae_marapr17
https://www.nxtbook.com/ygsreprints/ASOA/g72340_ae_janfeb17
https://www.nxtbook.com/ygsreprints/ASOA/ae_novdec16
https://www.nxtbook.com/ygsreprints/ASOA/ae_septoct16
https://www.nxtbook.com/ygsreprints/ASOA/ae_julaug16
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2016
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb16
https://www.nxtbook.com/ygsreprints/ASOA/ae_novdec15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct15
https://www.nxtbook.com/ygsreprints/APTA/g52750_apta_25ada
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julyaug2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_mayjune2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_marapr2015
https://www.nxtbook.com/ygsreprints/ASOA/asoa_janfeb15
https://www.nxtbook.com/ygsreprints/ASOA/asoa_novdec14
https://www.nxtbook.com/ygsreprints/ASOA/asoa_sepoct14_AE
https://www.nxtbook.com/ygsreprints/ASOA/asoa_julaug14
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MayJunAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_MarAprAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_JanFebAE
https://www.nxtbook.com/ygsreprints/ASOA/ASOA_no4eZine
https://www.nxtbook.com/ygsreprints/ASOA/asoa_fall_2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no3_ezine
https://www.nxtbook.com/ygsreprints/ASOA/asoa/asoa_summer_2013
https://www.nxtbook.com/ygsreprints/ASOA/ehr_cust_survey_Apr2013
https://www.nxtbook.com/ygsreprints/ASOA/asoa_no2_2013_ezine
https://www.nxtbookmedia.com