Market Insights: Patient outreach and advertising trends during COVID-19

The Vision Council serves as a leading resource for the most comprehensive optical industry research, fielding surveys on a regular basis to monitor attitudes and behaviors among consumers, industry member companies and eyecare professionals. Below is a snapshot of compelling data from the research team’s recent studies.

ECPs are continuing to advertise and promote their practices to patients during the COVID-19 pandemic

From recent ECP Insights surveys conducted by The Vision Council, it appears that the COVID-19 pandemic has not had a significant impact on patient outreach and advertising. The majority of ECPs (73%) are dedicating the same level or more resources to patient outreach and advertising compared to the same time last year. Only 19% indicated that they are investing less resources.

Q: Compared to this time last year (June 2019) are you currently dedicating more or less resources to patient outreach and advertising?

Source: The Vision Council COVID-19 ECP Panel Study, 6/29–7/3/2020, n = 214

Email and text messages are the most popular form of patient outreach

A majority of ECPs (60%) are using email or text messages to reach out to patients in their community during the COVID-19 pandemic. Social media posts and telephone calls are the next most popular forms of patient outreach, used by nearly half of all ECPs surveyed. Traditional forms of advertising—print, radio and direct mail—are the least popular.

Q: Please indicate if you are currently reaching out to patients in your community via the avenues below. Figures will not sum to 100%, because of multiple selections.
Source: The Vision Council COVID-19 ECP Panel Study, 6/29–7/3/2020, n = 209

ECPs are treating more patients for digital eye strain compared to last year

Nearly half of all ECPs surveyed indicated that they are currently treating more patients for computer vision syndrome and/or digital eye strain when compared to this time last year. This is not surprising given the rise in computer and screen usage as many daily activities for adults and children, such as work and schooling, have “gone virtual”.

Q: Compared to this time last year (June 2019) are you currently treating more patients for computer vision syndrome and/or digital eyestrain?

Source: The Vision Council COVID-19 ECP Panel Study, 6/29–7/3/2020, n = 213

From consumer opinions to optical market reports, The Vision Council offers hundreds of industry studies for free to members as well as exclusive access to custom research projects. To learn more about how industry research and analysis can drive your business forward, contact Nathan Troxell at ntroxell@thevisioncouncil.org.