Tommy Lim, OD, of Berryessa Optometry in San Jose, Calif., observes that a new practitioner who is media-savvy can build up a practice in dramatically less time than it took in years past. This poses a challenge for established ODs to be up-to-date in digital communications with present patients. You also must reach out to prospective patients, who are not just searching for you online; they are researching you, especially with feedback-driven sites like Yelp! These days more than ever, an established practice needs to embrace digital technology to communicate in the most consumer-convenient ways.
