Although Twitter and Facebook seem like time-killing tools to some, Bright Eyes Family Vision Care proves that social media shouldn’t be taken lightly. Owner Nate Bonilla-Warford, O.D., has transformed his optometry practice into the forefront of technology and embraced social media. Now he’s seeing real results.

Patients in tune with social media immediately notice the difference on medical forms with the option to be contacted via Twitter. “Social media has definitely helped business. For current patients, we keep in touch on Facebook and Twitter,” said Bonilla-Warford, who has personally used forms of social media since the early 90s. “Instead of being in their minds every few months with a mailer, we’re always in the background of their daily lives.”

He also uses Foursquare and YouTube, along with a blog that he updates with optometric and social media stories. Blog topics focused on children’s vision, his specialty, have scored the practice referrals from parents searching for children’s vision advice on Google.

“Many of our new patients reference Twitter and blog posts when they come in,” he said. “Just last week I had a lady put Twitter as her preferred contact method and she ‘checked-in’ on Foursquare.”

By offering special promotions to patients who are active on Facebook and Twitter, he says it encourages current patients to refer their friends and colleagues. During July, the practice gave away a free pair of sunglasses to one lucky Facebook user.

The Bright Eyes Tampa Twitter feed has nearly 1,700 followers, many of whom are actively engaged in the Tampa, Florida, optometry, ophthalmology and medical communities. But it didn’t start that way. For optometrists and ophthalmologists looking to begin their venture into social media, it’s a slow process, he said.

“Education is most important. Educate yourself as much as possible before starting. The key is proceeding slowly but surely.”

He recommends that doctors just dipping into social media begin with personal accounts and create a page for the practice only when they’re comfortable.

“Always proceed with caution. Feel free to explore and get your feet wet, but at your own comfort level,” he said. “A balanced approach is key, and remember it takes time. This isn’t a weekend process, but if you stay dedicated and become efficient, you’ll be rewarded with real results.”

Bright Eyes Family Vision Care is a family-owned optometry practice in Tampa, Florida. Follow them on Twitter and Facebook.