Published in Non-Clinical

How To Elevate Your Brand Through Your Digital Strategy

This post is sponsored by
6 min read

In this session from Eyes on Dry Eye 2024, Mallory Rostamijam, Vice President of Operations at discusses the importance of an effective digital strategy to help eyecare providers promote dry eye services.

Who is is a software-as-a-service (SaaS) provider of digital marketing and content management platforms for small, mid-size, and enterprise businesses across the nation. Its proprietary Canvas® marketing platform makes use of a wide range of built-in features to help small businesses optimize return on investment (ROI) and leverage the power of cloud technologies.

What are the best strategies for ECPs with a minimal marketing budget?

While every practice has unique marketing goals (and budgets!), Google Ads is a good place to start as it tends to drive conversion rates.
Advice for using Google Ads:
  • Poor past results may be due to lack of strong keyword research or not having the time to optimize a campaign.
  • Google’s “smart” campaigns may sound attractive, but users lose the control needed to run strategic and effective campaigns.
  • Those who lack experience with Google Ads should partner with experts who can help optimize ROI.

How long before a practice sees results from a Google Ads campaign?

During the first few weeks of a new campaign, Google evaluates the campaign construction to see how users are engaging with the ad—including whether visitors who reach the landing page are converting or bouncing.
“The higher the quality score, the greater the potential to lower cost per click,” Rostamijam explained. “As a result, that’s a very high-touch area for us and why we invest so much in both the setup and ongoing monitoring of our campaigns. We want to ensure our clients are receiving high-quality traffic that converts.”

What if an ECP can’t afford Google Ads?

Another option is to invest in search engine optimization (SEO). Examples of SEO include using keywords in a post’s title, meta descriptions, and headers as well as optimizing Google business profiles or directory listings.
“Although SEO is a longer term strategy, it generally offers long-term benefits too,” she explained. “You might not see results for three months, but once the content is ranking, it will continue to do so for years to come, allowing you to bring in new patients.”

What if a practice just wants some additional marketing help? offers a la carte options, but she underscored the benefit of a holistic approach that keeps a practice’s website and other marketing efforts under the same roof.
“That’s especially true for the Canvas platform,” Rostamijam said. “It not only powers your custom website, but your analytics, campaign strategy, and SEO optimizations, too.”

Is SEO still relevant now that we have AI?

Over the last 10 years there's much more competition. At the beginning of 2024, there were about 1.5 billion websites and in 2014, there were about 960 million, which is a 55% increase. Noting that website basics aren’t enough anymore, Rostamijam described several dynamics related to both SEO and AI:
  • There’s more competition now in terms of SEO strategy and ranking.
  • It’s critical to be knowledgeable and methodical about current trends and algorithm changes.
  • AI is one of the most relevant evolving trends but since tools exist to identify AI-generated content, ECPs should be careful about relying on AI for content.
  • Google isn’t yet penalizing sites for publishing AI-generated content, but could in the future.
  • Google continues to reward original content that is useful, impactful, and engaging.
“If you’re using AI as a tool in your toolbox to help fact check or do some research, then it makes sense,” Rostamijam added. “But you wouldn't want to rely on AI to take over your toolbox or replace somebody who is creating content for you.”

What is the best way to promote new dry eye technology and services?

One of the most effective strategies for getting started is to build a dedicated page on the practice’s website that highlights new dry eye offerings and what makes them unique. Your new dry eye digital “hub” should:
  • Align with the practice’s brand
  • Promote available technology and the dry eye team
  • Answer frequently asked questions
  • Showcase why the practice is the best in the area for dry eye services
  • Use a highly effective landing page to which visitors can be directed
  • Provide a user-friendly experience

What if your practice uses another digital marketing provider?

Key questions practices can ask to make sure they’re getting the best ROI from a marketing company:
  • If Google Ads are being used, are analytics in use?
  • Who is monitoring them?
  • How does current data compare to last year?
  • Are we ranking for more keywords?
  • Are we getting more website traffic?
  • Are we getting more conversions?

Case study: East Main Vision Clinic

Since working with, East Main Vision Clinic has enjoyed increases in:
  • Number of keywords for which they rank
  • Volume of SEO traffic
  • Engagements
Perhaps the biggest benefit for East Main Vision Clinic was a 216% increase in web form conversions without increasing budget or spend.If you want to see what’s possible for your practice, regardless of your marketing budget, visit
Mallory Rostamijam, VPO
About Mallory Rostamijam, VPO

Mallory Rostamijam serves as Vice President of Operations for works with eye care practices to elevate their digital strategy with Canvas® websites and specialized digital marketing campaigns. The aesthetic, results and customer experience is unmatched by others in the industry and achieved through aggressive determination to remain a leader in technology, supported by a dynamic team that’s motivated to help our clients dominate their markets.

Mallory Rostamijam has worked with for over 8 years, since its inception and has been able to work with thousands of accounts over the years on their digital strategy and online presence.

Mallory Rostamijam, VPO