In this digital age, it’s not uncommon for people to seek medical care or help digitally and through the Internet. A 2022 study on eye care delivery via telehealth highlighted the importance of teleophthalmology for unserved or underserved populations. Thanks to the Internet and the many digital devices available to consumers, eye care professionals can capture and transmit patient information for use in triage, screening, consultation, and remote supervision, depending on the condition.
In the US, screening for diabetic retinopathy is a service commonly delivered via telehealth. Systematic reviews through the years indicate that teleophthalmology for diabetic retinopathy screening is considerably more cost-efficient, reliable, and valid. During the Covid-19 pandemic, teleoptometry care models delivered included urgent care for acute eye health concerns, deterioration of chronic eye conditions, and other consultations, including contact lens follow-ups.
As teleopthalmology continues to be a popular go-to for patients and consumers, it’s important for optometry and eye care websites to be well-equipped to handle varying customer queries and needs. In this post, we’ll look at the top features eye care websites need:
Clinic locators
For online optometry and eye care websites, it’s important to have a built-in store or clinic locator. While online consultations and services can be convenient, certain eye conditions or concerns are best treated in person. Store or clinic locators can also facilitate a seamless eye care experience in case a follow-up in-person consultation or treatment is needed.
Nowadays, even eyewear retailers have store locators on their website or apps, helping customers easily find the nearest store or location in their area. Retailer OPM’s store locator can also be used to book or schedule eye test appointments, along with coverage instructions for Medicare card holders in Australia. For this reason, OPSM also offers bulk billing for Medicare holders, with those under 65 being eligible for a bulk-billable eye test once every three years.
Product listings
Aside from a store or clinic locator on the website, it can also help to list relevant and available products on the eye care website. This lets patients easily find related products — whether eyewear and contact lenses, or eye drops, and other tools — after finishing a consultation or telehealth session with an eye care professional.
For example, eye health products company Bausch + Lomb recently launched its e-commerce platform, Opal, to streamline the ordering of contact lenses and other products. The platform is designed to save staff time, boost patient loyalty, and reduce administrative burden for eye care practices. Today, the Opal platform is accessible to both eye care providers and patients. It boasts features such as order tracking and history, appointment reminders, and automated prescription reminders. Patients can also earn points with each purchase through Bausch + Lomb’s Horizon Rewards loyalty program.
Easy navigation
Finally, another crucial website feature for optometry and eye care sites is for it to be accessible to all patients. This includes, of course, an easy-to-navigate user interface, ensuring that patients can see the necessary elements, text, images, and buttons on the page.
In our previous post on modern website design elements, we highlighted the importance of having a visually appealing color palette and typography. Aside from making an eye care website aesthetically pleasing, elements like color palette and typography help ensure that patients can find relevant and necessary information on the website, including related products for treatment or vision management. Good typography also ensures your website remains legible and doesn’t force patients to strain, squint, or get fatigued.
Ultimately, a good optometry or eye care website should be easily accessible and comprehensible to patients. Features like a clinic locator or comprehensive product listing also helps create a seamless flow between service and product for patients seeking treatment or advice via telehealth.