Photo courtesy of Dr. Cory Lappin, who is seen here in his new office space. Dr. Lappin shares tips for marketing a new practice.
Marketing a new practice
By Cory J. Lappin, OD, MS, FAAO
Oct. 1, 2025
The opening of my own dry eye specialty practice always felt like a distant future event—until suddenly it was right in front of me.
As I get ready to hang up my shingle (literally, the clinic is still in the buildout stage), I wanted to share what’s working for me when it comes to marketing and preparing to open—especially for those of you who might be just a few steps behind where I am right now or thinking about starting a practice of your own in the future.
Laying the Groundwork Before Opening
Right now, my space is leased, the builders are busy and I’m finalizing my financing. With luck, the clinic will be ready toward the end of October or early November (it could go faster—famous last words!). Even though the doors aren’t open yet, I’m deep into marketing. You can’t just flip a switch and expect patients to show up on day one.
Why My Website Is My Marketing HQ
My first move: get my website up and running months before opening. For that, I’m working with Roya, a website creation and marketing services company.
Editor’s Note: Some competitors to Roya that also focus on high-performing, health care-focused websites with strong SEO and marketing support include I Care Pro Services, Dr. Leonardo, Officite, iMatrix and PracticeBuilders. These companies provide services such as custom website design, digital marketing, SEO optimization and patient communication solutions for a range of medical and dental practices.
The earlier you launch your website, the sooner potential patients know you exist. I’ve made sure that my domain name matches what people are likely to search for—so DryEyeOhio.com was an easy call. The company handles both the website design and heavy SEO lifting, and they’ll help my clinic show up in Google results (and on things like Google Maps) before I even unlock the front door.
Collaborating on Content—and Building My Brand
Website work isn’t just “set it and forget it.” While outsourced website and marketing firms handle the technical know-how, it’s a real collaboration. I bring my vision and priorities; they translate it into an engaging, functional site. For me, my site needs to communicate two things:
- This is a focused, dedicated dry eye and ocular surface disease practice. That’s all we do.
- Patients can expect the highest level of treatment with advanced procedures, from intense pulsed light (IPL) and radiofrequency to dynamic muscle stimulation.
These points don’t just set us apart; they’re central to our value.
Marketing Beyond the Internet
SEO is king, no doubt. If someone has a problem, the first thing they do is Google it. My marketing budget reflects that—most of my resources go into building my online presence. But making connections in my local community matters, too.
Montgomery, Ohio, where my new practice will be based, is a small town inside the greater Cincinnati metro area, so I’m connecting with the Chamber of Commerce, town newsletter and any local organizations willing to spread the word. Print ads and signage aren’t my main focus, but they’re part of the mosaic.
Getting Involved Locally
I haven’t lined up every health fair or community event yet, but those opportunities are high on my radar. If I can sponsor youth sports, participate in health fairs or speak to groups like the Chamber of Commerce, Lions or Rotary Clubs, I’m ready. Anything that puts a face to my name helps build trust before and after opening.
The Power of Networking—Not Just Lists
Other clinics might buy mailing lists to announce their opening, but I’m leaning on word of mouth and my speaking engagements for now. I’ve been giving continuing education lectures and presentations to local and neighboring-state associations. Every time I speak, I build connections—especially with OD and MD colleagues who may eventually refer complex dry eye patients my way.
Speaking, Teaching and Specialty Referrals
I lecture on dry eye and ocular surface disease from classic cases to rarer and more complex issues like neuropathic ocular pain and neurotrophic keratitis. These talks often turn into organic networking, with colleagues reaching out to ask more or later referring patients when the need arises. I never planned these events as a primary mode of marketing, but they’ve proven to be one of my best referral sources, especially as I’m aiming to serve patients from beyond just my immediate area.
Face-to-Face Still Matters
Once the doors open, I plan to proactively visit local optometrists, ophthalmologists, primary care physicians, rheumatologists—whoever sees patients struggling with dry eye or related systemic issues. Old fashioned donuts and business cards? Still works. Most clinicians like knowing exactly who they’re sending patients to, especially when it’s a subspecialty like mine.
How Social Media Fits In
My approach to social media is pragmatic: it has value, but it’s not a magic bullet. I have an Instagram account (@cory.lappin) for sharing lectures, articles and news, and patients have already reached out because of it.
My advice? Keep your profiles current, post original (organic) content when you have it and don’t expect it to be the only driver of new patients. I’m still my own main social media poster, but my outsourced marketing service, like other similar companies, offers support and suggestions for maximizing reach—especially nice when a million other clinic tasks are demanding my attention.
Examples of posts? I’ll mention an upcoming webinar I’m presenting, link to a new article I’ve written or just share what I’m working on. People respond best when you’re authentic and obviously engaged.
Outsourcing Marketing: Surprisingly Affordable
Outsourcing clinic marketing is more affordable than many expect. Yes, you’ll want a bigger budget for your launch, but ongoing monthly website/SEO support is smaller than most people think—it’s one of my smallest operational expenses.
Outsource marketing providers streamline costs by bundling your website, hosting and marketing under one roof. Fewer vendors means less administrative headache and usually lower cost.
Choosing an Outsourced Marketing Partner: What I Looked For
- Measurable ROI: Your marketing firm should provide clear metrics—web traffic, calls, Google Ads results and more. If you can’t track it, you don’t know if your money is working.
- One-Stop Shop: Managing everything in one place saves time and money, and let’s face it, no one needs more vendors to coordinate.
- A Real Point of Contact: You want a dedicated person, not a support ticket black hole. Someone who knows your account and your goals.
Authenticity—and Some Visuals
Don’t underestimate personal touches. If you’ve written articles, contributed to your professional association or have a unique story—feature that in your marketing.
People want to know their doctor as a person, not just a logo. That’s why I keep my social account both professional and personal. I might share a construction progress photo with my soon-to-be sign, or my new logo, to show patients we’re gearing up. Authenticity matters, and it comes through when you’re sharing your real story.
Final Thoughts: Start Early
If you’re getting ready to open your own practice, start your marketing early, make SEO a priority and focus on genuine connections—both online and in your community.
If you have questions about any part of my process, feel free to reach out. We’re all figuring this out as we go.
Read another article by Dr. Lappin
Cory J. Lappin, OD, MS, FAAO, previously practiced at Phoenix Eye Care and has opened The Dry Eye Center of Ohio, a dedicated dry eye and ocular surface disease clinic in Cincinnati, Ohio. He serves as the Clinical Section Editor for Dry Eye at Eyes On Eyecare and is the Chief Medical Editor of Optometric Physician. To contact him: coryjlappinod@gmail.com
