Tag: google

Google Redesigns Glass for Industry-Specific Applications

Practice, Products | Services | Industry News, Technology

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After two years of development, Google is releasing a re-engineered version of Glass designed specifically for use in the workplace, according to Vision Monday. The tech giant made headlines earlier this week by announcing that the new eyeglass-mounted wearable, called the Glass Enterprise Edition, is now available to businesses through a network of “expert partners” that have participated in the development process.

“Workers in many fields, like manufacturing, logistics, field services and health care find it useful to consult a wearable device for information and other resources while their hands are busy,” Google said in a statement. “That’s why we’ve spent the last two years working closely with a network of more than 30 expert partners to build customized software and business solutions for Glass for people in these fields.

There are currently more than 50 customers using Glass including AGCO, DHL, Dignity Health, GE Aviation, NSF International, Sutter Health, The Boeing Company, and Volkswagen according to Google.

The Glass Enterprise Edition differs significantly from Glass Explorer, the consumer version that Google pulled off the market a couple of years ago following consumer concerns about styling, privacy and pricing. One of the most important differences is that the Glass Enterprise Edition is designed to be attached to frames, rather than be incorporated into a frame.

The new units also have more power, improved battery life and better processing power so it can support people using multiple applications at once. Other upgrades include an improved camera that takes clearer pictures, including in low light, and connectivity with other devices, such as keyboards. Glass uses a custom build of Android and only comes with a camera app that allows users to take photos or videos and features voice commands and control capabilities.

Google said Glass devices and software are sold and supported exclusively through the Glass Partners network. The Glass Partners will provide pricing based upon customer needs. The cost can vary based on level of software customization, customer support and training required.

Glass is the product of several companies that are part of Alphabet, the sprawling holding company Google formed in 2015 that also houses Nest and Google itself. The Glass product team will spend a lot of their time at Google X, a “moonshot factory” which has labs, hardware expertise and a number of pioneers in wearable computing.

The team will also work closely with the Google Cloud team as well as Google’s hardware organization which is still supporting the consumer version of Glass.

 

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When Patients Search for Eyewear Online, What Are They Looking At?

Digital Marketing, Marketing, Practice, The Patient Journey

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When using the internet to search for eyewear, most people are usually window shopping online, according to The Vision Council VisionWatch Internet Influence Report. In other words, they are conducting research and activities that are utilized to help them purchase eyewear in-person at a future date. People most often compare prices of eyewear. They also look to the internet to examine possible brands, and to examine possible retail locations where they might eventually make a purchase in-person. People are somewhat less likely to use the internet to select the exact brand of eyewear they will buy, or to select the exact retail location where they will make a purchase. Finally, a small number of consumers are using the internet to review customer ratings/satisfaction relating to eyewear or eyewear retailers.

The doctor-patient relationship has changed. The internet has driven that change. Information now is just fingertips away. Now patients come to doctors after going on the internet to do a little research. This can be both good and bad.

The good news is the more educated a patient is about the problems they are facing, the easier it is to get them to follow your treatment plan.

The bad side occurs because the internet is filled with both accurate information and inaccurate information, but there are no flags telling patients they are reading inaccurate information.

In our youth, one of the first of the medical television shows (Marcus Welby, M.D.) was popular. It was the story of two physicians treating patients. Each week had a new disease that was the center of the show. The problem was, the day after the show doctors’ offices across the country would be inundated with people calling to schedule appointments believing they had the disease that they had seen the night before on the show. That problem has not gone away. We’ve all seen patients who’ve spent time on the internet coming into the practice convinced they have a problem they’ve read about after using the Symptom Checker on WebMD.

Patients also research glasses and contact lenses online. The problem is they do not know that there are significant differences between glasses or contact lenses design, material, or manufacturing process. Patients have a fundamental misunderstanding that just because my new glasses or contact lenses have my doctor’s prescription in them, it doesn’t matter where I buy them. The reality is that it does matter. Design, material, and manufacturing process matters.

For both spectacle lenses and contact lenses, the design of the lenses matters. Just consider for a moment how many different designs of progressive addition lenses exist. Selecting the best design for the patient matters. Every contact lens company has a different design for astigmatism lenses. Design matters. If the patient does not have the best prescription design in the lenses for the patient, the patient may not have the best vision.

Material matters. Material directly impacts abberations, weight and thickness of the lenses. If the patient does not have the best material in the lenses made for the patient, the patient may not have the best vision.  The same thing is true for contact lenses. Some lenses are better for patients with dry eyes, and some lenses are worse. Some material gives patients comfort all day, while with other materials, patient comfort degrades as the day progresses. Material does matter.

Manufacturing process matters. We now have the ability–by using advanced manufacturing processes–to have patients see clearly edge-to-edge with their spectacle lenses. With older manufacturing process, there was only one place on the spectacle lens with the patient’s exact prescription. Manufacturing process matters with contact lenses as well. Edges, thickness, lens smoothness all matter.

Our job is to recognize that patients do go on the internet for information. One way to address this fact is to help patients with accurate information. Here are two important ways you can positively impact patient care.

1)     Make sure you are telling patient about more than just the change in their prescription. “Mrs. Jones, there has been a small change in your prescription and I’m going to prescribe this for you so that you can see clearer. But I’m also prescribing the material, the design of the prescription in your lenses, and the manufacturing process so that you will see the best. It’s more than just your prescription, you need to have all of these other things exactly as I’m prescribing them to see your best.”

2)    Take this week to examine your web site. Do you have information on your web site you can easily “push” to patients? We used to give patients brochures and paper handouts. In today’s digital world, you and your staff should be directing patients to your web site for information. “Mr. Smith, you have primary open angle glaucoma. I’m sending you a link to information on my web site about primary open angle glaucoma that I want you to read. I’m also updating the information on your digital medical record. My staff is going to show you how to access that information through our secure portal.”

Embrace the fact that patients are going to use the internet. Find ways to use this information positively by guiding patients in their online experience.

MARK WRIGHT, OD, FCOVD

Dr. Wright is the founding partner of a nine-partner, three-location full-scope optometric practice. As CEO of Pathways to Success, an internet-based practice management firm, he works with practices of all sizes. He is faculty coordinator for Ohio State’s leading practice management program.

CAROLE BURNS, OD, FCOVD

Dr. Burns is the senior partner of a nine-doctor full-scope optometric practice that she built with her husband, Dr. Wright. She is also the COO of a state-wide nursing care optometry practice. Dr. Burns lectures nationally on practice management and staffing issues. Dr. Burns authored the Specialty Practice section of the textbook, Business Aspects of Optometry.

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Managing Your Online Reputation

Digital Marketing, Marketing, Practice, The Patient Journey

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Proper online reputation management is key to protecting your practice’s image and attracting new customers. A huge part of online reputation management is not only about obtaining good reviews, but it’s also about actively monitoring and managing unsolicited reviews. Thankfully, there are effective strategies your practice can utilize in order to ensure when people go looking for information about your business online, they’re going to like what they read.

The Importance of Your Online Reputation

Reviews are an essential element of online reputation management and can have a huge influence on your bottom line. They serve as online promotions to boost your business; the flip side is enough poor reviews and your practice may suffer the consequences.

There’s plenty of data to support the notion that people not only look for online reviews before doing business with a company or brand, but also trust these reviews. In fact, Nielsen reports1 that 66 percent of people trust online opinions and reviews from other consumers. Another report by BrightLocal2 found that 80 percent of people trust online reviews just as much as they trust a recommendation from a personal contact. In other words, your reputation is always at stake online, and people’s opinions carry serious weight.

Monitoring Is Key

One of the most important areas of online reputation management is proper monitoring of your practice across channels, whether it’s Yelp reviews, Facebook posts, or Twitter comments. At the same time, it’s also important to keep your eye on the niche sites that relate to your industry or community, such as specialist websites that offer reviews on local doctors, forums where customers may be discussing a retailer’s products, or even the comments section of a local newspaper.

In short, your online reputation extends beyond the typical social media channels, and you need to understand where these potential conversations might be taking place.

A Note About www.RateMDs.com.  One of the most popular sites Canadian patients use for rating and reviewing is www.RateMDs.com, which allows patients to leave anonymous reviews of practitioners. The site gives eye care practitioners the ability to “claim” their page, which comes with a verified check mark and benefits such as posting images and responding to the anonymous reviews. In addition, for a monthly fee of $179 US you are able to “promote” your practice, increase visibility to patients searching for practices in your area and prevent competitors’ ads from appearing on your page.

 

With the “Promoted Plus” fee of $359 US per month, you receive the ability to hide up to 3 suspicious reviews. Some Canadian doctors have been critical of the website’s practices1, but it continues to be one of the first Google search results patients will see when seeking information about their doctor.

CHECK YOUR OWN RATING ON RateMDs.   www.ratemd.com 

1. http://www.cbc.ca/news/canada/manitoba/winnipeg-doctor-questions-online-rating-website-ratemds-1.3416530

Unfortunately, it’s not only difficult to find all of the conversations surrounding your business online, but it’s also extremely time consuming. That’s why it’s important to work with an online reputation management specialist. The right specialist can use software to track all conversations, analyze trends, and pinpoint or flag reviews that are unfair to your business.

How to Properly Manage Reviews

At the same time, it’s important to actively manage unsolicited reviews. While these reviews might be perfectly positive, others might really attack your business. Here are some ways to handle a negative customer review:

  • Speak with the administrators of the review website. For example, if you can provide proof a rival business actually left the review, the website will generally remove it as this practice is against the reviewing policy of many websites.
  • Address the review publicly, and build a solid argument that refutes the reviewer’s comments.
  • Try to message the reviewer privately and solve their problem. Many negative reviews are simple misunderstandings. Once those are cleared up, reviews can be updated to better describe the full interaction.
  • Use an online reputation management service which can help you develop strategies for dealing with negative reviews, promote your website through search engine optimization (SEO) to conceal bad reviews, and work with you to show your business in a positive light.

How Online Reputation Management Helps With Good Reviews

There are a number of strategies for generating good reviews. Of course, every good review starts with excellent customer service and a commitment to the customer. However, certain strategies can help build on those experiences and translate them into actual reviews.

First, don’t be afraid to ask your customers for reviews. Of course don’t tell them to be positive, but instead ask for an “honest” review. In general, try to focus on highly engaged customers. Create an e-mail list of your most loyal customers and target them.

Second, when you go above and beyond for a customer, let them know how important a review is for your practice. This is usually the moment when a customer wants to pay you back, and a good review is a great way to do it.

Third, analyze the positive reviews you already have. They can give provide you with strong insight about what kind of service delivers a positive customer experience or what features of your product appeal to your core audience.

Ultimately, when someone searches online, you want them to see positive reviews that reflect the quality of your practice. For online reputation management services that provide you with the right mix of protection and promotion, it’s time to work with professionals that can help your practice grow.

  1. Global Trust in Advertising. (2015, September). Retrieved May 10, 2016, from http://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2015/nielsen-global-trust-in-advertising-report-september-2015.pdf
  2. Local Consumer Review. Retrieved May 10, 2016, from https://www.brightlocal.com/learn/local-consumer-review-survey/

HOLLY HOWSON-WATT

iMatrix

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Writing SEO Content for Your Eye Care Practice Website

Digital Marketing, Marketing, Resources

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Custom, search engine-optimized content is crucial to the online success of your practice. In an internet survey conducted by Pew Research Center, 72 percent of participants said that they went online for health-related information in the previous year, and 77 percent of those began their search with a search engine.[1]

These statistics highlight just how important it is to rank highly on Google’s search engine results pages. Custom content is one of the most powerful ways that you can improve your online search rankings. With this in mind, how should you optimized your website content to be favoured by search engines?

The answer to that question involves implementing several search engine optimization (SEO) best practices that satisfy Google’s complex search algorithm. Recent updates to this algorithm have made custom content an increasingly important aspect of search engine optimization to focus on.

Consider the following factors when writing SEO content for your eye care practice’s website:

  1. Quality over quantity

A search engine’s main goal is to provide users with a list of website that are most relevant to what they are searching for online. Websites that lack substantial content are commonly determined to be spam and lowered in the search rankings.

However, using unnecessary filler text just to satisfy a word length goal, or posting low-quality content in order to make a certain number of blog posts each week is poor practice. In order to provide a valuable resource to visitors to your website and improve your online search rankings, aim to post consistent, informative and relevant content to your website.

  1. Keep the content useful and informative

Search engines are designed to return search results of websites that they have decided are most relevant to the user. Therefore, your audience is the most important factor to consider when you write content for your website. Who are you writing for, and what are they looking for? A simple way to answer this question is to identify if any currently trending eye care topics apply to your practice and patient population. Once you have identified topics that your patients will find interesting, you can then decide what information would be most valuable to them.

Plus, if you are still searching for some content inspiration, a Pew Research Internet survey recently revealed that the most frequently researched topics are specific diseases and conditions, treatments or procedures, and profiles of health professionals.

  1. Keep it credible

New updates to Google and Facebook give considerable weight to credibility of content as a ranking factor. Now more than ever, the internet is rife with misinformation and articles that are deliberately meant to look credible, but are, in fact, completely false. Pay particular information to the credibility of your sources when drafting custom content, and make sure that it is entirely accurate and up-to-date.

  1. Write high quality and engaging content

As search engines learn more about how internet users make decisions, they do a better job of delivering exactly what users are looking for online. Health-seekers in particular are looking for substantive websites that offer quality advice and general answers to their health related questions. Search engines understand this and take measures to keep “click-bait” (websites that offer little value and are designed solely for getting clicks) from ranking highly on search engine results pages.

Click-bait sites are usually superfluously stuffed with keywords in order to gain favourability with search engines. It is okay to use some keywords, but try to keep the focus on quality and providing engaging information.

Wrapping up

Previously, high-quality content played only a secondary role in SEO strategy. It is now one of the main ranking factors used by search engine algorithms to judge whether or not a practice website is worthy to be displayed on the first page of results. If you lack the time to write your own content for your practice website, it is instrumental to the success of your practice to entrust a professional content writer with the task. Now is the time to start focusing on the online success of your practice.

 

Find out how the SEO experts at iMatrix can provide professionally written content designed to drive more potential patients to your practice website and convert them into treating patients by calling 877.596.7585 or visiting us online at imatrix.com/OPTIK216.html

[1] http://www.pewinternet.org/fact-sheets/health-fact-sheet/

RANDY TRAN

IMATRIX

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