Transitions Optical Launches Social Media and Digital Marketing Guide

The Optical Journal - Optical News With Independent Views

CHICAGO, June, 2012 — The rapid growth of social media and mobile device use in America and across the globe is creating more opportunities for consumers to search for and connect with family, friends, coworkers and businesses at any place or time of the day. Recognizing this, Transitions Optical, Inc. has introduced a new guide book, Getting Digital: Social Media and Digital Marketing For Your Practice, to help eyecare professionals better understand the different social networking sites and online digital tools available to them and identify which resources can add value to their marketing and patient outreach efforts.

Transitions Optical first began its trade social media initiative in 2009, with the launch of the Transitions Lenses: Healthy Sight Professionals Facebook page and Putting Your Practice on Facebook, a beginners guide to social media. In 2010, Transitions Optical introduced a second guide, Getting Social: Social Media For Your Practice, providing the industry with a more in-depth look at the most popularly used forms of social media. Now available, the new Getting Digital guide features updated and expanded content, giving eyecare professionals an overview of how social tools – including Facebook, Twitter, LinkedIn, YouTube, Yelp and Foursquare – work and ideas for leveraging them to connect with patients. The guide also includes a section on digital tools – such as online daily deal sites, like Groupon or Signpost, Quick Response (QR) codes, and email or text message reminder services – offering eyecare practices new tactics for encouraging patients to think about their eye health and scheduling their next appointment.

“There are social media and digital tools out there for every practice – no matter what your budget or experience – and they can complement marketing and communication efforts already in place,” said Dana Reid, marketing manager, ECP communications, Transitions Optical. “Deciding which areas to focus on does take time, but it’s an investment that can really pay off. Ensuring that you are easily searchable and engaging patients who are on their smartphones or tablet devices is becoming more important.”

The guide also includes sections on how to get started, suggestions for keeping up with new trends, best practices to follow and mistakes to avoid. Getting Digital is available for download through the marketing tools section of Transitions Optical’s trade portal at


Since Transitions Optical, headquartered in Pinellas Park, Fla., was founded more than 20 years ago, the company has been driven by an innovative spirit and a commitment to partnership. As the leading provider of photochromics to optical manufacturers, Transitions Optical offers state-of-the-art light management technology in virtually every major lens design and material encompassing a family of everyday adaptive lenses and performance sun lenses.

Everyday lens options include Transitions® lenses, which provide the optimal balance between outdoor darkness and indoor clarity; Transitions® XTRActive™ lenses which provide superior darkness outdoors; and the revolutionary Transitions® Vantage™ lenses, the first and only photochromic lenses to darken and polarize outdoors.

The Transitions® performance sunwear line includes a range of products customized in partnership with other best-in-class brands. Understanding that the right equipment can provide an advantage, the products are all designed to improve depth perception, clarify color and increase contrast for specific outdoor activities.

Transitions Optical is dedicated to promoting healthy sight worldwide and to supporting its partners and optical professionals with tools, programs and resources to aid in their individual efforts and help strengthen industry growth. For more information, visit, or contact Transitions Optical Customer Service at (800) 848-1506 (United States) or (877) 254-2590 (Canada).