Iris Photography A New Niche For Your Photography Business And a Marketing Lesson For Eye Care Professionals

Many of my colleagues have a photography hobby, however very few have an Iris photography hobby. The number of photographers who chose Iris photography as a niche business is now increasing. The artworks that can be done with Iris photography are also becoming very common in houses, offices, and galleries. In a recent interview at Fstoppers, Photographer and entrepreneur Elias Branch explained how he started with the idea of Iris photography and later developed a course to teach others how to succeed in creating a niche with Iris Photography. Eyedentity, the premier iris photography company in the United States, made it their mission “to transform each person’s genuine beauty and energy into an authentic original art piece”. They launched their new studio at the Forum Shops at Caesars in Las Vegas on the 6th of September and are currently touring 205 cities in the United States on a “mission to capture the beauty of every Iris”.

There is a lot to learn from Iris Photographers in terms of how we improve our macro photography skills, how we improve editing photos on the computer, and most importantly for us as eye care professionals – constantly looking to improve our entrepreneurship skills- how to make a niche and apply niche marketing in our practices. Many eye care practitioners offer broad services for everyone not recognizing that making a niche will make your practice unforgettable and more successful. Over the years, especially with “Google health” and lately with telehealth during the pandemic, patients slowly stopped relating solely to general practitioners. They want answers from experts and specialized doctors. The conventional prescriptions and medicines they used to get from primary eye care practitioners can now be obtained through telehealth and over the counter. As more Doctors are becoming aware of these facts, the need for niche markets is becoming relevant too. Through niche marketing Optometrists and practice managers ultimately aim to serve and offer very specific customer needs, using specific products and services, providing all that is needed in terms of technology, expertise, comfort, and environment setting for customers, and help the practice reach a distinctive level of success professionally and financially.