Digital Marketing for Luxury Eyewear: California 2025 Guide
In California's fiercely competitive luxury eyewear market—from Rodeo Drive's flagship boutiques to San Francisco's Union Square optical studios—digital marketing for luxury eyewear has evolved from optional enhancement to survival necessity. High-net-worth clients researching their next $1,200 frames begin their journey online 87% of the time, yet many independent California optical practices still approach digital marketing as an afterthought rather than the strategic imperative it has become.
The stakes couldn't be clearer: California's optical retail market, valued at over $191 billion globally in 2025, is increasingly won or lost in digital channels before clients ever walk through your doors. Independent luxury optical practices face dual pressure—corporate chains with massive digital marketing budgets and direct-to-consumer disruptors like Warby Parker mastering online engagement. Digital marketing for luxury eyewear isn't about matching their spending; it's about leveraging the authenticity, expertise, and personalized service that only independent California practices can deliver through strategically deployed digital channels.
This comprehensive guide reveals how California independent optometrists and luxury optical boutiques harness digital marketing to attract affluent clients, build lasting relationships, and achieve sustainable growth in an increasingly digital-first luxury market.
Why Digital Marketing Matters More Than Ever for California Luxury Optical Practices
The luxury eyewear client journey has fundamentally transformed. Gone are the days when affluent California consumers discovered optical practices through Yellow Pages ads or driving past storefronts. Today's high-net-worth eyewear buyers conduct extensive digital research before setting foot in any physical location.
The Digital-First Luxury Consumer
According to recent luxury retail research, 70% of high-net-worth individuals demand seamless omnichannel experiences blending digital and in-person touchpoints. For California luxury optical practices, this means:
Pre-Visit Digital Research:
89% of luxury consumers research brands online before visiting
Average of 7 digital touchpoints before purchase decision
62% visit practice websites multiple times before booking appointments
78% read online reviews as part of their vetting process
Mobile-First Behavior: California's tech-savvy affluent consumers overwhelmingly use smartphones for initial research. Your digital marketing for luxury eyewear must deliver flawless mobile experiences—from website performance to social media content optimized for mobile viewing.
Social Proof Requirements: High-net-worth clients expect to see your practice's digital presence before trusting you with their vision care and investment in luxury eyewear. Absence of professional digital marketing signals lack of credibility to affluent California consumers accustomed to premium experiences across all channels.
The Competitive Reality Facing California Independent Practices
Independent luxury optical boutiques in California face unprecedented digital competition:
Corporate Chain Advantages:
Multi-million dollar digital marketing budgets
Dedicated in-house marketing teams
National SEO and advertising campaigns
Sophisticated CRM and marketing automation
Direct-to-Consumer Disruptors:
Warby Parker's $7 billion valuation built primarily on digital marketing excellence
Aggressive social media and influencer strategies
Seamless e-commerce experiences
Venture capital-funded customer acquisition
Independent Practice Opportunities: Despite these challenges, independent California optical practices possess unique advantages amplified through strategic digital marketing:
Authentic local connections and community relationships
Personalized service impossible for chains to replicate
Expertise and specialized knowledge
Curated exclusive eyewear collections
Authentic brand stories that resonate with luxury consumers
Digital marketing for luxury eyewear allows California independent practices to transform these inherent advantages into compelling differentiation that attracts high-net-worth clients away from corporate alternatives.
The Five Pillars of Digital Marketing for Luxury Eyewear Practices
Successful digital marketing for luxury eyewear in California requires integrated strategies across five essential pillars. Independent practices excelling in all five consistently outperform competitors and achieve sustainable growth.
Pillar 1: Your Website—The Digital Flagship of Your Luxury Brand
Your website functions as your practice's 24/7 digital storefront, brand ambassador, and client acquisition engine. For California luxury optical practices, website excellence isn't optional—it's foundational to all other digital marketing efforts.
Essential Website Elements:
Visual Excellence: Luxury eyewear demands visual sophistication. Your website must reflect the same aesthetic refinement clients experience in your physical boutique. This means:
Professional photography of eyewear collections with multiple angles
High-resolution images showcasing frame details and craftsmanship
Lifestyle imagery depicting your ideal California client wearing your frames
Cohesive color palette and typography reflecting luxury positioning
Clean, uncluttered layouts prioritizing visual impact
Los Angeles and Orange County luxury optical practices often showcase lifestyle imagery featuring California coastal aesthetics, while San Francisco boutiques might emphasize urban sophistication and innovation.
User Experience (UX) Optimization: Wealthy clients expect effortless digital experiences. Website UX must deliver:
Intuitive navigation requiring no mental effort
Fast page load times (under 2 seconds ideal)
Mobile responsiveness across all devices
Clear calls-to-action guiding visitors toward appointments
Seamless appointment booking integration
Virtual try-on technology where appropriate
Trust and Credibility Signals: California high-net-worth clients vet practices extensively online. Your website must establish immediate credibility through:
Professional "About" page telling your origin story
Team bios highlighting credentials and expertise
Client testimonials (video testimonials particularly powerful)
Press mentions and awards
Partnerships with exclusive eyewear designers
Professional certifications and industry affiliations
E-commerce Considerations: While luxury optical relies heavily on in-person fittings, strategic e-commerce elements enhance digital marketing effectiveness:
Sunglass collections available for direct purchase
Accessory sales (cases, cleaning kits, chains)
Gift card purchases
Virtual consultations and home try-on programs
Many California luxury practices use e-commerce strategically—not to replace in-person service but to extend convenience and capture additional revenue streams.
Conversion Optimization: Every website element should guide visitors toward becoming clients:
Prominent appointment booking CTAs on every page
Click-to-call functionality for mobile users
Contact forms that are simple and non-intimidating
Exit-intent popups offering virtual consultations
Retargeting pixels for future remarketing campaigns
Pillar 2: Search Engine Optimization (SEO)—Being Found by Your Ideal Clients
SEO represents the most cost-effective digital marketing channel for California luxury optical practices. Unlike paid advertising requiring ongoing investment, SEO builds compounding value—driving qualified traffic month after month with proper implementation.
Local SEO for California Markets:
Local search drives the majority of optical practice discovery. California luxury practices must dominate local SEO in their specific markets:
Google Business Profile Optimization:
Complete profile with accurate business information
Regular posting of updates, offers, and content
Comprehensive photo galleries showcasing boutique interior and eyewear
Prompt response to all reviews (positive and negative)
Strategic keyword integration in business description
Service area definition for California locations served
Location-Specific Content: Create dedicated content for California cities and neighborhoods you serve:
"Luxury Eyewear in [Beverly Hills/Palo Alto/La Jolla]"
Neighborhood guides mentioning local landmarks
Coverage of local events and community involvement
California-specific eyewear recommendations (sports, driving, outdoor activities)
Local Citations and Directory Listings: Ensure NAP (Name, Address, Phone) consistency across:
Yelp, Healthgrades, and review platforms
Industry directories (optical associations, business directories)
California-specific business listings
Social media platform profiles
National SEO for Brand Authority:
While local SEO drives immediate clients, national SEO establishes thought leadership and brand authority:
Content Marketing: Regular blog content targeting informational searches:
"Top 5 Luxury Eyewear Trends for 2025"
"How to Choose Designer Frames for Your Face Shape"
"The Difference Between Premium and Budget Lenses"
"Caring for Your Luxury Eyewear Investment"
"Independent vs. Chain Optical: What Luxury Buyers Should Know"
California luxury optical practices publishing 2-4 quality blog posts monthly see 3-5x more organic traffic than competitors with static websites.
Technical SEO:
Fast page load speeds (critical for rankings)
Mobile-first indexing optimization
SSL security certificates
Structured data markup (Local Business schema)
Clean URL structures with keywords
XML sitemaps and robots.txt optimization
Backlink Building: Earn authoritative backlinks through:
Local California media coverage and press releases
Guest posting on optical industry publications
Partnerships with luxury brands and designers
Sponsorships of California community events
Collaborations with complementary luxury businesses
Pillar 3: Social Media Marketing—The Digital Runway for Luxury Eyewear
Social media represents the most powerful channel for showcasing luxury eyewear's visual appeal and building emotional connections with California's affluent consumers.
Platform-Specific Strategies:
Instagram—The Visual Showcase: Instagram dominates luxury eyewear marketing. California practices should focus on:
Content Strategy:
High-quality product photography with consistent aesthetic
Behind-the-scenes content showing frame curation and expertise
User-generated content featuring clients (with permission)
Instagram Stories showing daily boutique life
Reels demonstrating frame styling and try-ons
Carousel posts educating about lens technology and frame materials
California-Specific Content:
Lifestyle shots in recognizable California locations
Influencer partnerships with California lifestyle personalities
Coverage of California fashion events and premieres
Seasonal content aligned with California culture (beach, festivals, awards season)
Engagement Tactics:
Respond to every comment and DM promptly
Use location tags for California cities
Leverage relevant hashtags (#LuxuryEyewear #CaliforniaOptical #[YourCity]Eyewear)
Run contests and giveaways driving engagement
Instagram Shopping for direct product tagging
Facebook—Community Building and Advertising: While less visual than Instagram, Facebook offers powerful tools for California optical practices:
Community Engagement:
Facebook Business Page with complete information
Regular posts showcasing new arrivals and services
Client testimonials and success stories
Educational content about eye health and vision care
Local California community involvement and sponsorships
Facebook Advertising: Highly targeted paid campaigns reaching:
California affluent demographics (income, net worth targeting)
Specific geographic radiuses around your practice
Lookalike audiences based on existing client data
Retargeting website visitors who didn't book appointments
LinkedIn—Professional Networking: Often overlooked by optical practices, LinkedIn drives B2B opportunities and professional clients:
Thought leadership content about optical industry
Practice owner's personal brand development
Networking with California business community
Corporate eyewear program marketing
Recruitment of top optical talent
Pinterest—Inspiration and Discovery: California luxury consumers heavily use Pinterest for style inspiration:
Create boards for different frame styles and face shapes
Pin lifestyle imagery showing eyewear in context
Optimize pins with SEO-friendly descriptions
Link pins directly to product pages or booking
TikTok—Emerging Opportunities: Younger affluent consumers and next-generation luxury buyers engage on TikTok:
Behind-the-scenes boutique tours
Frame styling demonstrations
Educational content about lenses and eye health
Trend participation aligned with luxury positioning
Influencer collaborations with California content creators
Pillar 4: Content Marketing—Establishing Expertise and Authority
Content marketing transforms California optical practices from product vendors into trusted advisors and thought leaders. When executed strategically, content drives SEO, establishes expertise, and nurtures client relationships throughout their journey.
Blog Content Strategy:
Educational Content: Answer questions your California luxury clients are already asking:
"How to Choose Between Progressive and Bifocal Lenses"
"Understanding Blue Light Protection: Hype vs. Reality"
"The True Cost of Luxury Eyewear: What You're Really Paying For"
"Caring for Designer Frames: Dos and Don'ts"
"Sunglasses for California Driving: What Really Matters"
Trend and Style Content: Position your practice as California's eyewear fashion authority:
"2025 Luxury Eyewear Trends Spotted on Rodeo Drive"
"Best Sunglasses Styles for California Beach Lifestyle"
"Awards Season Eyewear: Celebrity Frames We Love"
"How to Match Eyewear to California's Casual Luxury Aesthetic"
Buyer's Guides: Help luxury consumers make informed decisions:
"Complete Guide to Independent vs. Chain Optical"
"Designer Eyewear Brands Worth the Investment"
"Understanding Lens Options: From Basic to Premium"
"Face Shape Guide: Finding Your Perfect Frame Style"
Video Content:
Video outperforms text for engagement and conversion:
Virtual boutique tours showing your California location
Frame styling consultations demonstrating expertise
Customer testimonials sharing authentic experiences
Educational series about eye health and vision care
Unboxing and reviews of new luxury collections
Email Marketing:
Email remains one of highest-ROI digital marketing channels:
Welcome Series: Nurture new subscribers with 5-7 email sequence:
Welcome email with practice introduction
Your origin story and what makes you different
Meet the team and their expertise
Guide to your exclusive collections
Educational content about luxury eyewear
Special offer for first appointment
Invitation to follow social channels
Regular Newsletter: Monthly updates maintaining top-of-mind awareness:
New arrivals and exclusive collection launches
Educational content and eyewear care tips
Practice news and team spotlights
California events and community involvement
Special offers for existing clients
Segmented Campaigns: Personalized messaging based on client data:
Prescription renewal reminders
Birthday and anniversary messages
VIP client exclusive previews
Seasonal sunglass promotions for California summers
Back-to-school campaigns for families
Pillar 5: Online Reputation Management—Building Trust Through Reviews
For California luxury optical practices, online reputation directly impacts client acquisition. High-net-worth consumers won't book appointments with practices lacking strong review profiles.
Review Generation Strategy:
Systematic Review Requests: Implement processes ensuring satisfied clients leave reviews:
Email follow-up 2-3 days after appointments
Text message review requests for mobile-first clients
In-person asks during checkout for exceptional experiences
Incentive programs (not for positive reviews specifically—that violates platform policies)
Multi-Platform Approach: Encourage reviews across relevant platforms:
Google Business Profile (most important for local SEO)
Yelp (influential in California markets)
Facebook Business Page
Health grades and medical directories
Industry-specific review sites
Review Response Protocol:
Responding to Positive Reviews: Every positive review deserves acknowledgment:
Thank reviewer by name
Reference specific details they mentioned
Reinforce your practice's values
Invite them back for future needs
Keep responses authentic, not templated
Handling Negative Reviews: Negative reviews require careful, professional responses:
Respond quickly (within 24-48 hours)
Acknowledge their concern without defensiveness
Apologize for their negative experience
Offer to resolve offline (provide contact info)
Demonstrate professionalism to other readers
Never argue or get emotional
California luxury clients evaluate how practices handle criticism. Professional, empathetic responses to negative reviews often impress potential clients more than perfect 5-star ratings with no substance.
Reputation Monitoring:
Set up alerts tracking your practice's online mentions:
Google Alerts for practice name
Social media monitoring tools
Review platform notifications
Mention tracking across optical forums and communities
7 Advanced Digital Marketing Strategies for California Luxury Optical Practices
Beyond foundational pillars, California independent practices can leverage advanced strategies for competitive advantage:
1. Influencer and Celebrity Partnerships
California's entertainment and influencer ecosystem creates unique opportunities:
Partner with local California influencers aligned with luxury positioning
Loan frames to celebrities for events (especially L.A. and awards season)
Collaborate with lifestyle influencers for authentic endorsements
Micro-influencer campaigns (10K-50K followers) often deliver better ROI than mega-influencers
2. Virtual Try-On Technology
AR-powered virtual try-on reduces friction in online research phase:
Implement try-on technology on website
Showcase technology in social media campaigns
Use as differentiator from competitors lacking this feature
Generate data on which styles clients gravitate toward
3. Retargeting Campaigns
Recapture website visitors who didn't book appointments:
Facebook/Instagram retargeting with specific eyewear they viewed
Google Display Network retargeting with special offers
Sequential retargeting showing different messages over time
Exclusion lists preventing ad waste on existing clients
4. Strategic Partnerships
Collaborate with complementary California luxury businesses:
Cross-promotions with luxury clothing boutiques
Partnerships with high-end salons and spas
Collaborations with luxury car dealerships
Joint events with jewelry stores and watch retailers
Referral programs with dermatologists and plastic surgeons
5. Personal Branding for Practice Owners
California clients often choose practices based on owner expertise and personality:
Build practice owner's personal brand on LinkedIn
Speaking engagements at California business events
Guest appearances on podcasts and local media
Thought leadership articles in industry publications
Active engagement in California optometry community
6. Data-Driven Marketing Optimization
Sophisticated California practices leverage analytics for continuous improvement:
Google Analytics tracking website performance and user behavior
Social media analytics identifying top-performing content
Email marketing metrics (open rates, click rates, conversions)
Call tracking showing which marketing drives phone inquiries
Attribution modeling understanding full customer journey
7. Marketing Automation
Automate repetitive tasks while maintaining personalization:
Email drip campaigns triggered by specific actions
Automated appointment reminders and follow-ups
Birthday and anniversary automated messages
Re-engagement campaigns for dormant clients
Lead scoring identifying most promising prospects
Common Digital Marketing Mistakes California Optical Practices Must Avoid
Even well-intentioned California luxury practices make these frequent digital marketing errors:
Mistake #1: Inconsistent Branding Across Channels
Your website looks modern, but Instagram feels dated. Facebook messaging sounds corporate while in-person experience is warm. Inconsistency erodes trust.
Solution: Develop comprehensive brand guidelines covering visual identity, messaging, tone, and photography style. Apply consistently across all digital channels.
Mistake #2: Neglecting Mobile Optimization
Over 70% of luxury consumers research on mobile devices. Websites with poor mobile experiences immediately lose these potential clients.
Solution: Design mobile-first, then adapt for desktop. Test on actual devices, not just desktop simulators. Ensure tap targets are finger-friendly and forms are simple on mobile.
Mistake #3: Posting Without Strategy
Random social media posts whenever you remember wastes time and delivers minimal results.
Solution: Develop content calendars planning 30 days ahead. Establish posting schedules and stick to them. Mix content types strategically (educational, promotional, entertaining, inspirational).
Mistake #4: Ignoring Analytics and Data
Posting content without tracking performance means repeating failures and missing opportunities.
Solution: Review analytics monthly minimum. Identify top-performing content and double down. Eliminate low-performing tactics. Make data-informed decisions, not assumptions.
Mistake #5: Treating Digital Marketing as One-Time Project
Launching a new website then ignoring it for two years guarantees obsolescence and declining results.
Solution: Budget ongoing digital marketing investment. Plan quarterly website updates. Maintain active social media presence. Publish regular content. Digital marketing requires sustained effort.
Measuring Digital Marketing ROI for California Optical Practices
California independent practices must track metrics proving digital marketing effectiveness:
Website Metrics:
Monthly organic traffic growth
Bounce rate and time on site
Conversion rate (visitors to appointment bookings)
Top-performing pages and content
Mobile vs. desktop traffic split
SEO Performance:
Keyword rankings for target terms
Local pack appearances for California searches
Organic visibility score
Backlink profile growth
Domain authority increases
Social Media KPIs:
Follower growth rate across platforms
Engagement rate (likes, comments, shares per post)
Reach and impressions trends
Click-through rates to website
Social-driven appointment bookings
Review Metrics:
Total review count across platforms
Average star rating
Review velocity (new reviews per month)
Response rate and response time
Sentiment analysis (positive vs. negative themes)
Revenue Attribution:
New clients from digital channels
Average transaction value by source
Lifetime value of digitally-acquired clients
Return on ad spend (ROAS) for paid campaigns
Cost per acquisition by channel
The Future of Digital Marketing for Luxury Eyewear in California
California independent optical practices must anticipate emerging trends:
AI-Powered Personalization
Artificial intelligence will enable hyper-personalized experiences:
AI chatbots providing instant customer service
Personalized product recommendations based on browsing behavior
Dynamic website content adapting to individual visitors
Predictive analytics forecasting client needs
Voice Search Optimization
As voice assistants proliferate, optimize for conversational queries:
"Best luxury optical near me in Los Angeles"
"Where can I find independent eyewear boutiques in San Francisco"
Featured snippet optimization for question-based searches
Augmented Reality Expansion
AR will revolutionize how California clients shop for eyewear:
Advanced virtual try-on with realistic rendering
Home try-on programs supplemented with AR
Virtual boutique tours showing physical space remotely
AR-powered lens demonstrations showing vision differences
Social Commerce Integration
Purchase directly within social platforms:
Instagram Shop and Facebook Shop for sunglasses
Shoppable posts linking directly to products
In-app appointment booking
Social platform-native messaging for customer service
Sustainability Marketing
California consumers increasingly prioritize environmental responsibility:
Highlight sustainable frame materials and practices
Showcase eco-friendly packaging and operations
Partner with environmental organizations
Carbon-neutral shipping options
Working With Digital Marketing Experts: When California Practices Need Help
While some California optical practices handle digital marketing internally, many benefit from expert guidance when:
Lacking internal expertise in SEO, paid advertising, or content creation
Wanting faster results than learning curve allows
Scaling operations across multiple California locations
Competing in highly competitive markets (Los Angeles, San Francisco, San Diego)
Launching major initiatives like website redesigns or rebranding
Maximizing ROI through sophisticated strategies and tactics
Ready to transform your California luxury optical practice's digital marketing? Lens On Luxury specializes in helping independent optometrists and luxury eyewear boutiques throughout California compete successfully against corporate chains through sophisticated, strategically deployed digital marketing. With over 30 years of optical industry expertise combined with cutting-edge digital strategies, we help California practices attract high-net-worth clients and achieve sustainable growth. Visit LensOnLuxury.com to discover how our strategic consulting and digital execution services can elevate your practice's visibility and profitability.
About the Author
Tracey Bauer is the founder of Lens On Luxury, bringing over 30 years of optical industry experience combined with expertise in digital marketing, AI-driven content creation, and luxury brand positioning. Specializing in helping California independent optometrists and luxury optical boutiques compete against corporate chains, Tracey's strategic approach combines deep industry knowledge with sophisticated digital marketing execution. Her work focuses on transforming independent practices' digital presence to attract high-net-worth clients while maintaining the personalized service and expertise that differentiate them from mass-market alternatives.
3. FAQ SECTION (Featured Snippet Optimized)
Frequently Asked Questions About Digital Marketing for Luxury Eyewear
Q1: How much should California optical practices invest in digital marketing?
California luxury optical practices should allocate 7-10% of gross revenue to digital marketing for sustainable growth. For a practice grossing $1 million annually, this means $70,000-$100,000 in digital marketing investment across website, SEO, content creation, social media, and paid advertising. Practices in highly competitive California markets (Los Angeles, San Francisco, Orange County) may need higher investment to compete effectively. Start with foundational elements (website, local SEO, Google Business Profile) before expanding to advanced strategies.
Q2: What's the most important digital marketing channel for luxury optical practices?
Local SEO delivers the highest ROI for most California optical practices because clients actively searching "luxury eyewear near me" or "independent optometrist [city]" have high purchase intent. After local SEO, Instagram typically produces best results for luxury eyewear given the visual nature of the product and platform. However, an integrated approach across multiple channels (website, SEO, social media, content marketing, reviews) outperforms any single channel strategy.
Q3: How long does digital marketing take to show results for optical practices?
SEO typically requires 4-6 months before showing significant organic traffic increases, with full results taking 9-12 months. Social media builds momentum over 3-6 months of consistent posting. Paid advertising can drive immediate results but requires ongoing optimization. Content marketing compounds over time—blog posts published today continue driving traffic for years. California practices should commit to minimum 12-month digital marketing strategies for fair evaluation, though some tactics show faster results.
Q4: Can small independent California optical practices compete with corporate chains digitally? Absolutely. While corporate chains have larger budgets, independent California practices possess advantages—authentic local connections, personalized service stories, specialized expertise, curated exclusive collections—that resonate powerfully when amplified through digital marketing. Strategic digital marketing allows independents to target specific affluent California audiences corporate chains can't efficiently reach. Many independent practices outperform chains in local search results and social media engagement despite smaller budgets through focused, authentic strategies.
Q5: Should luxury optical practices sell eyewear online through e-commerce?
Most luxury optical practices should take a hybrid approach—offer select products (sunglasses, accessories, gift cards) online while keeping prescription eyewear as in-person exclusive. This captures online revenue opportunities without cannibalizing higher-margin prescription business. California practices can implement virtual consultations and home try-on programs bridging digital convenience with personalized service. Full e-commerce works better for sunglass-focused brands; prescription-focused practices benefit most from using digital marketing to drive in-person appointments.
Q6: What social media platforms should California optical practices prioritize?
Instagram is essential for luxury eyewear given its visual focus and affluent user demographics. Facebook remains important for California local advertising and community building. LinkedIn effectively reaches professional high-net-worth clients and supports personal branding for practice owners. Pinterest drives discovery for style-conscious consumers. TikTok offers opportunities reaching younger affluent demographics. Start with Instagram and Facebook, then expand based on where your specific California target audience engages most.
Q7: How do California luxury optical practices generate more online reviews?
Implement systematic review generation processes: (1) Email or text satisfied clients 2-3 days post-appointment with direct review links, (2) Train staff to ask exceptional-experience clients in person, (3) Make reviewing easy with direct links to Google, Yelp, and Facebook, (4) Respond to every review showing appreciation, (5) Feature reviews on website and social media. Never incentivize specifically for positive reviews—that violates platform policies. Focus on delivering exceptional experiences worth reviewing organically.
Q8: Should optical practices hire agencies or handle digital marketing in-house?
Depends on budget, expertise, and scale. California practices with limited internal marketing experience typically benefit from agency partnerships or consultants providing strategic direction and execution expertise. Larger multi-location practices may justify hiring dedicated in-house marketing staff. Hybrid approaches work well—agency handles specialized expertise (SEO, paid advertising) while internal staff manages social media and day-to-day content. Consider outsourcing when desired results exceed current capabilities or when marketing time distracts from clinical practice.
