You’re probably asking, “What does TikTok have to do with eye care?” You might be surprised to learn that millions of people are being directed to TikTok videos about BVD as they’re scrolling.
TikTok has recently turned many unsuspecting symptom sufferers into ardent advocates for spreading awareness about Binocular Vision Dysfunction! In this article, we’ll share some of their stories with you and teach you how to position your practice to gain a competitive edge for your practice with these patients.
TikTok is a popular video-sharing app that allows users to create and share short videos on any topic. For many users, it is a place to watch dance videos and viral video clips, but most recently, TikTok has become the new search engine for medical information for many Generation Z users.
In the mid-summer of 2022, our popular patient education website, the BVD Network, saw an interesting spike in traffic. And this traffic turned out to be people taking the BVDQ to see if their symptoms line up with having BVD. Subsequently, many of these people became patients and when asked, “How did you hear about our clinic,” we heard something we’d never heard before, “I found out about BVD on TikTok, then googled BVD to learn more.”
What I found interesting to note is that many of these people weren’t searching for BVD in the first place. It was the social media app’s algorithm that showed these people BVD-related videos that resonated with them and inspired them to act further.
Here’s a tip from medical marketing circles that I want to share with you. If you want to resonate with your patients, reflect their language and experiences back to them through your marketing and educational materials. It makes people feel like you “get them” and understand what they’re going through… it’s a form of mirroring that builds closeness.
I want to walk you through a couple of patients’ TikTok videos and break down a few themes that have emerged so that you can best position yourself and your office to start attracting this TikTok generation of patients (by mirroring their language, emotion, and experiences).
Learn how adding a NeuroVisual specialty can expand your practice scope and unlock all new sources of specialty patients for your practice within days of adding this service.
This patient's BVD experience started on TikTok but ended up in a BVD specialist's exam chair.
This doctor uses a TikTok Filter to demonstrate BVD & and the immediate impact that Prism Glasses have on his visual function.
“This video helped me learn about this condition.”
This patient and advocate educated other TikTok’ers on the connection between these two conditions and shared her experience.
“Maybe you’re not just super clumsy or don’t like driving on the highway for no reason.”
As patients discover BVD on TikTok, they inevitably go to Google to find a BVD specialist near them, oftentimes looking for ODs with additional levels of training and certification. This groundswell around this condition across the internet is likely in its infancy, and I want to help you position your practice to leverage this trend to grow your practice and attract more patients.
If you currently refer patients who have Binocular Vision issues to specialists for vision therapy or prism glasses, envision a scenario where you’re able to keep these patients in-house and help them on your own. There are many more patients who aren’t classic VT referrals who still need this care, such as nausea with driving, anxiety, or chronic neck pain. Even if you have no formal Neuro or Binocular Vision training, that’s okay - NVM has built a Specialty Jumpstart Program for doctors just like you.
At the NeuroVisual Medicine Institute, we’ve trained ODs from across the US and Australia to become a master in microprism and treating BVD in their patients. Our signature 5-day Masterclass Training Program enables you to rapidly accelerate your clinical techniques to treat a myriad of BV and Neuro symptoms with confidence and flow. And because your success is our biggest priority, you’ll be paired with a full-time NeuroVisual OD Coach for our twice-monthly Clinical Coaching Program where you’ll review every NeuroVisual patient and receive one-on-one guidance and support. But are there enough patients in your practice to support this specialty?
Start your 30-day BVDQ™ Trial. You’ll connect with one of our practice growth consultants to launch the BVDQ™ for free in your clinic. In 30 days, you’ll have thousands of data points to review with your consultant and run them through our Financial Impact Analysis to see how much you stand to earn with this specialty in your practice.