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The Way We See It

Spring 2016

Deconstructing Millennials’ preferences, habits, and values for the optometric practice: Part 1


Eyecare Business
 has set out to simplify the complexities and intricacies of Millennials so that optometric practices can more easily develop effective strategies to earn Millennials’ customer loyalty.
Here, in the first installation of our series on Millennials, we explore Millennials’ values and habits related to decision-making for purchases.  


Why are two-thirds of dry eye disease patients women?


Recent studies and fresh insights about the female patient indicate that lifestyle, hormones, and cosmetics are just a few of the factors that contribute to increased levels of ocular surface disease in women versus men. To explore more about why the female patient is unique and what physicians can do to treat these patients effectively, Ophthalmology Management is teaming up with thought leaders, Kendall Donaldson, MD, Marguerite McDonald, MD, Cynthia Matossian, MD, and Alice Epitropoulos, MD on Friday, May 6, 2016 for a relaxed roundtable discussion, Ocular Surface Disease in Women: A Program for Ophthalmologists. 


As Email Evolves, Your Email Marketing Strategy Must, Too


Email's decentralized nature has allowed it to evolve and address market and user demands. What was once a basic communication platform is now a universal ecosystem. Other than "don't send an email to everyone you possibly can," not all email marketing rules have been written yet. With particular consumers and massive amounts of data, email marketers can write the new rules.


The Millennial Marketing Paradox: Peanuts Today, Everything Tomorrow


CEO of ITR Research, Brian Beaulieu, aggregated a compelling case during the winter Vision Council meeting that suggests that focusing on “Marketing to Millennials” represents a misallocation of scarce marketing resources. Although some of Mr. Beaulieu's figures are hard to dispute, the potential to earn the loyalty of Millennials, in my opinion, is worth the investment.