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CooperVision sets the social media stage at Optometry’s Meeting®

July 23, 2010

Last month at the 113th Annual AOA Congress & 40th Annual AOSA Conference: Optometry’s Meeting® in Orlando, Fla., CooperVision discussed the company’s continued efforts and focus on creating a robust social ecosystem.

CooperVision also held a symposium at the meeting, with two sessions due to an overwhelming response to the first. During “Integrating Social Media into Your Practice’s Marketing – The Pros and Cons,” Janice Gaub, senior director of Marketing, Social Media and Internet at CooperVision, spoke about how social media can help transform practices and improve the relationships between eye care practitioners (ECPs) and their patients, and provided suggestions for how ECPs can get started.

CooperVision has taken a unique approach to educating ECPs on social media by partnering with them directly.

Over the course of six weeks, CooperVision worked with hundreds of eye care practices to build and implement social media strategies aimed at attracting and retaining patients. The practices had varying levels of social media experience and executed different plans depending on the networks already in use.

Numerous social media platforms were tested, including Facebook fan pages, Facebook advertising, Google, RSS feeds and blogs. As a result of these efforts, each practice saw an increase in fans or followers – with an average of 60 fans per page – and increased traffic to practice Web sites.

“We are constantly looking for new ways to market our practice and better connect with patients – particularly through social media,” said Jason Miller, O.D., who recently worked with CooperVision to build a Facebook page. “I think Facebook is a relatively untapped market, and practices that take the initiative to create a fan page may gain a competitive advantage.”

Looking ahead, CooperVision will continue to work to strengthen its connection with the vision care community through social media channels.

CooperVision goes live 

This spring, CooperVision launched a Facebook page geared toward consumers, making information on contact lenses, company news and updates easily accessible. In an effort to expand its social media presence and increase its visibility, the company recently launched a YouTube channel at www.youtube.com/coopervisioncontacts.

CooperVision’s YouTube channel features videos on the company’s family of products, innovative technology and general contact lens wear and care.

The “Man on the Street” videos are also posted on YouTube. CooperVision partnered with Mark Malkoff, a comedian and filmmaker famous for his attempt to visit all 171 Starbucks locations in Manhattan in a single day and moving into an IKEA store in New Jersey for a week, to raise awareness about multifocal and toric contact lenses.

In a bet to see how many people can define presbyopia and astigmatism, Malkoff and a CooperVision representative hit Grand Central Station in New York City to test unsuspecting people on their knowledge of these two common vision disorders. The “Man on the Street” videos can be seen at www.youtube.com/coopervisioncontacts.

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