Five Neuromarketing Strategies in 2024 for Optometrists

In 2002, Professor Ale Smidts published an article titled “Kijken in het brein,” which translates to “Looking into the brain.” This article changed its title to “Looking into neuromarketing” when it was translated into English, which is how the term “neuromarketing” was first used in the industry. But while Smidts is credited with creating the term “neuromarketing”, the field actually began in 1999 when Professor Gerry Zaltman carried out the first fMRI (functional magnetic resonance imaging) study for marketing purposes.

The goal of neuromarketing is to better understand how consumers’ brains react to marketing stimuli by fusing the fields of neuroscience, psychology, and marketing. It entails applying neuroscientific methods and instruments, including physiological monitoring and brain imaging, to acquire an understanding of consumer behavior and decision-making. Although the topic is not industry-specific, its concepts can be used in a variety of fields, such as optometry and healthcare.

In 2024, optometrists may want to include the following five neuromarketing techniques in their practices:

Storytelling for Patient Engagement: Telltales to educate listeners about eye conditions, therapies, and the total patient experience. For example, Optometrists can produce aesthetically pleasing and emotionally compelling content that narrates the success stories of people who have received particular therapies to improve their eye health or who have had vision correction operations.

Visual Appeal in Clinic Design: Make the most of the clinic’s visual surroundings to give patients a relaxing and satisfying experience. As an illustration, use color psychology to select soothing hues for waiting rooms and exam rooms. The whole patient experience can be improved by using furniture that is both aesthetically pleasant and ergonomic.

Personalized Communication: Implement personalized communication strategies based on patient preferences and behavior. Utilize patient data to send personalized reminders for appointments, provide tailored information about eye health based on individual needs, and create targeted marketing messages for specific patient segments.

Virtual Reality (VR) for Patient Education: Leverage virtual reality to educate patients about eye conditions, treatments, and the importance of preventive care. Develop immersive VR experiences that allow patients to “walk through” the anatomy of the eye, visualize common eye conditions, and understand the impact of lifestyle choices on eye health.

Sensory Marketing for Frame Selection: Use sensory cues to enhance the frame selection process, considering touch and visual appeal. Provide a comfortable seating area where patients can touch and try on different eyeglass frames. Implement interactive displays that allow patients to virtually “try on” frames using augmented reality technology.

It’s important for optometrists to approach neuromarketing ethically and with a focus on enhancing the patient experience and education. Understanding the psychological and neurological factors that influence patient decision-making can contribute to more effective communication and a positive overall experience in the optometry practice.