Have you tried putting artificial intelligence to the test to get your practice tasks done more efficiently? Dr. Hornberger shares her best tips for getting more done with AI.
artificial intelligence
Yuichiro Chino, Getty Images

As practice owners, we have a lot of different hats to wear. Have you ever wished you had someone to take a few tasks off your plate? Wouldn’t it be nice if you had a marketing expert at your disposal, or someone to write that email blast you’ve wanted to send for weeks but haven’t found the time? Or maybe it would be helpful to have someone to write a job description for your employee handbook? With the developments in AI (artificial intelligence) programs such as chatGPT, you have all that and more available at your fingertips.

For this article, I wanted to explore what chatGPT was capable of and test out how well it could perform a few tasks. For example, could chatGPT actually write a good portion of this article for me by showing what it can create…

Putting AI to the Test
In my office, a task that often gets relegated to the back burner because there never seems to be enough hours in the day is marketing. With that in mind I asked chatGPT to do the following:

Write me a five-step marketing strategy for an optometry practice to increase the number of patients who ask for more information about our dry eye services. 

Here is the response I received:

Sure! Here’s a five-step marketing strategy for an optometry practice to increase the number of patients who inquire about your dry eye services:

  1. Identify your target audience: Start by understanding who your ideal patients are. Consider demographics such as age, gender, occupation, and location. In the case of dry eye services, you might focus on individuals who spend a significant amount of time in front of screens or those in specific age groups that are more prone to dry eye symptoms.
  2. Develop educational content: Create informative content that educates your target audience about dry eye symptoms, causes, and available treatment options. This can be in the form of blog posts, videos, infographics, or social media posts. Make sure the content is engaging, easy to understand, and provides value to your audience.
  3. Utilize online channels: Leverage various online channels to reach your target audience. Optimize your website for search engines by incorporating relevant keywords related to dry eye services. Promote your educational content through social media platforms, email newsletters, and online communities where your target audience is active. Consider running paid advertisements on platforms like Google Ads or Facebook Ads to increase your reach.
  4. Offer incentives and promotions: Encourage potential patients to inquire about your dry eye services by offering incentives or promotions. For example, you could provide a free initial consultation, a discounted first appointment, or a complementary dry eye assessment. Highlight these offers on your website, social media channels, and in your marketing materials to attract attention and drive inquiries.
  5. Enhance patient experience: Provide an exceptional experience for patients who inquire about your dry eye services. Ensure that your staff is well-trained and knowledgeable about the topic, and offer personalized recommendations and solutions based on individual needs. Provide clear and concise information about your services, pricing, and any insurance coverage. Positive patient experiences can lead to word-of-mouth referrals, helping to further increase inquiries.

Remember to monitor the effectiveness of your marketing efforts regularly. Track the number of inquiries generated through each channel and analyze the data to refine your strategy. By implementing this five-step marketing strategy, you can effectively increase the number of patients inquiring about your dry eye services and ultimately drive more business to your optometry practice.

Getting More Specific
This is a fairly in-depth marketing strategy, but it is lacking the detail I was looking for, so I replied with the following:

Give specific examples of online channels to be used and incentives that could be offered.

And chatGPT did exactly as asked and responded:

Certainly! Here are specific examples of online channels and incentives that can be used to promote your optometry practice’s dry eye services:

Online Channels:

  1. Website: Create a dedicated page on your website that provides comprehensive information about dry eye services, symptoms, treatment options, and testimonials from satisfied patients.
  2. Social Media: Utilize platforms like Facebook, Instagram, Twitter, and LinkedIn to share educational content, engage with your audience, and promote your services. Consider using eye-catching visuals, such as infographics or videos, to capture attention.
  3. Email Marketing: Build an email list of interested individuals and send regular newsletters that include valuable information about dry eye, updates on new treatments or technologies, and special offers.
  4. Online Communities: Participate in relevant online communities, such as health forums or local community groups, where individuals discuss eye health and related topics. Share your expertise and provide helpful advice, while subtly mentioning your dry eye services when appropriate.
  5. Paid Advertising: Run targeted online advertisements using platforms like Google Ads or Facebook Ads. Set specific targeting parameters to reach your desired audience and use compelling ad copy and visuals to generate interest.


  1. Free Initial Consultation: Offer a complimentary dry eye consultation where potential patients can meet with an optometrist to discuss their symptoms and receive initial guidance on treatment options.
  2. Discounted First Appointment: Provide a special discount for first-time patients who inquire about your dry eye services. For example, offer a percentage off the regular fee for their initial appointment.
  3. Complementary Dry Eye Assessment: Offer a free dry eye assessment or screening to interested individuals. This can include tests to measure tear production, evaluate the ocular surface, or assess the quality of tears.
  4. Exclusive E-Book or Guide: Create a downloadable e-book or guide that offers in-depth information about dry eye symptoms, prevention tips, and treatment options. Offer it as a free resource to those who inquire about your services.
  5. Referral Program: Encourage your existing patients to refer friends and family by implementing a referral program. Provide incentives such as discounts on future appointments or a gift card for successful referrals.

Remember to clearly communicate these incentives through your marketing channels, emphasizing the value they provide. Regularly assess the effectiveness of each channel and incentive to determine which ones are generating the most inquiries and adjust your strategy accordingly.

Curating Promotional Materials
Based on these examples, you could ask the AI to get even more specific in certain areas. Or, you can ask it to get to those tasks that you never seem to find the time for: 

Write promotional copy for a newsletter to current patients about the dry eye services we provide including IPL for dry eye and offer 10% off of IPL treatment if they mention the email.

Subject Line: Discover Relief for Dry Eye with IPL Treatment — Exclusive 10% Discount Inside!

Dear [Patient’s Name],

At [Your Optometry Practice], we understand the discomfort and frustration that dry eye symptoms can bring. That’s why we’re thrilled to introduce our innovative Intense Pulsed Light (IPL) treatment, a cutting-edge solution that offers significant relief for dry eye sufferers like you.

IPL treatment has been proven to effectively address the underlying causes of dry eye, providing long-lasting relief and improving overall eye health. By targeting the root factors contributing to dry eye, IPL therapy can help you experience a noticeable reduction in symptoms such as itching, burning, redness, and eye fatigue.

Why choose IPL treatment at [Your Optometry Practice]?

  1. Expert Care: Our experienced optometrists have received specialized training in IPL therapy, ensuring that you receive the highest level of care and optimal results.
  2. Personalized Approach: We understand that every patient is unique. Our team will conduct a thorough assessment of your specific dry eye condition and tailor the IPL treatment to your individual needs.
  3. Cutting-Edge Technology: We use state-of-the-art IPL devices that deliver precise light pulses to stimulate the meibomian glands, reduce inflammation, and promote a healthier tear film, all without the need for invasive procedures.

To celebrate the launch of our IPL treatment for dry eye, we have an exclusive offer for our valued patients like you. Simply mention this email when scheduling your IPL treatment, and you’ll receive an incredible 10% discount on the procedure!

Don’t let dry eye symptoms hinder your daily life any longer. Take advantage of this limited-time offer and experience the relief you deserve with our IPL treatment.

To schedule your consultation or learn more about IPL therapy, simply call us at [Your Contact Number] or reply to this email. Our friendly team is ready to assist you and answer any questions you may have.

Remember, this exclusive 10% discount is available only to our loyal patients who mention this email, so don’t miss out on this fantastic opportunity to find relief from dry eye symptoms.

We look forward to helping you achieve optimal eye health and providing you with the comfort you deserve.

Warm regards,

[Your Name] [Your Optometry Practice Name] [Contact Information]

Pretty impressive for five minutes of work! Here are a few example prompts to try — but there is no limit to what you can ask AI to help you with in your own practice:

  • Write a press release for an optometry practice that has added a new associate.
  • Write an email to current patients about myopia management.
  • Create a list of 10 social media content ideas for an optometry office then ask it to create copy for those 10 content ideas.
  • Write a job description for an optometric technician.
  • Write a job posting for an optician in a private optometry practice with high end frames.
  • Create a text message to ask for reviews for an optometry practice. 
  • What are five ideas for a promotion to increase patient appointments scheduled in July?

I’ve been impressed with my experience with AI for practice management tasks. Try it for yourself and see what tasks AI can help you with in your own practice.

  • Samantha Hornberger, OD

    Dr. Samantha Hornberger graduated from Indiana University School of Optometry in 2005. She also completed her residency training there, focusing on cornea disease and contact lenses. Dr. Hornberger owns a private practice in Dearborn County, Indiana, that she opened cold in 2013 and recently expanded to be able to serve more of her hometown community. Dr. Hornberger is the President of the Southeastern Society of the Indiana Optometry Association, she serves on the speaker’s bureau for several companies, and does speaking engagements for practice management and continuing education. To contact her, email: [email protected]

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