Martin’s Eyecare is an independent optometry practice based in Glenorchy, serving the greater Hobart region in Tasmania. Led by owner and principal optometrist Martin Robinson — a 2022 Telstra Business Award winner — the practice has built a strong reputation for managing complex eye conditions including dry eye disease, orthokeratology, keratoconus, and myopia control.
Over many years, Martin had developed genuine expertise and a loyal patient base. But much of what made the practice exceptional was simply not visible online.
Martin wanted to change that — without sacrificing clinical time to become a digital marketer.
The Challenge
Martin already knew what most independent practice owners come to realise: there is always more that could be done online.
The problem was finding a partner who actually understood the rules.
Eye care marketing operates within a specific regulatory framework. Many digital marketing agencies claim to understand health and wellness, but few have a working knowledge of the professional guidelines that govern what optometrists can and cannot say in public communications. Martin had experienced this firsthand — previous attempts at digital marketing had gone poorly, and some had created real problems for the practice.
Before engaging Optics Digital Marketing, Martin’s website and social media presence existed largely because he had been told he should have them. They were not generating meaningful traffic, attracting new patients, or communicating the depth of expertise the practice had to offer.
The digital presence simply wasn’t functioning the way it should.
The Solution
Optics Digital Marketing implemented a structured content and social media program tailored specifically to Martin’s Eyecare.
The strategy centred on a regular video interview format, in which Martin discussed the conditions and treatments his practice specialises in — dry eye, orthokeratology, myopia management, and more. These conversations were edited and repurposed across multiple channels, including YouTube long-form videos, short-form social clips, and written website content.
In parallel, Optics Digital Marketing developed and published additional articles and resources for the Martin’s Eyecare website, building depth and authority around the topics the practice is known for.
Importantly, the process was designed to fit around a busy clinical schedule. Martin’s role was to show up for the recorded conversations. Everything else — production, editing, publishing, and content strategy — was handled by Optics Digital Marketing.
The approval workflow was also kept deliberately light. Posts were reviewed and approved by Martin in the gaps between appointments, without becoming a burden on his day.
The Outcomes
The results across both the website and social media have been significant.
The Martin’s Eyecare website now attracts considerably more visitors each month than it did before the engagement began. The addition of structured articles and educational resources has given the site genuine authority and search engine traction — something it previously lacked despite having been live for many years.
On social media, several short-form video clips have gone viral, generating thousands of views and prompting real conversations with patients both inside and outside the practice. Longer video interviews have also found an engaged audience, with at least one patient travelling from northern Tasmania to Hobart specifically because they watched a full-length interview about dry eye disease and wanted to see Martin as a result.
The appointment book has also shifted. More patients now arrive already familiar with the practice, its services, and Martin’s areas of expertise — meaning consultations begin with a higher level of shared understanding.
Perhaps just as importantly, Martin no longer carries the stress of managing digital marketing himself. The combination of a clear governance process and a partner who understands the regulatory environment means the marketing runs consistently in the background, without creating risk or consuming clinical time.
Is Your Optometry Practice Missing Out?
Many independent practices rely heavily on word-of-mouth. Those referrals are valuable — but they rarely communicate the full depth of what a practice offers, and they can’t reach patients who don’t yet know they need specialised care.
Educational content allows practitioners to share their expertise at scale. When done consistently and within the right regulatory framework, it builds credibility, attracts the right patients, and helps a practice grow in the direction it actually wants to go.
Optics Digital Marketing specialises exclusively in working with vision care & hearing care professionals. GET IN TOUCH TODAY by use the “Book a Call” button on this website.
