Growth strategy Marketing strategy · October 2026
A growth strategy for Dr. Nanar
Build visibility around the care you do best. Turn that attention into appropriate appointments, with a system the clinic can sustain.
Explore the strategyGlendale, California · Specialty contact lens care
Local search + specialty content + clinician referrals. Add paid search when the clinic is ready to measure and serve the demand.
Competitive report
Leonard-Bennett OptometryLeonard-Bennett has built a substantial online presence around keratoconus and specialty contact lenses. Its website combines patient education, clinical capabilities, professional referrals and clear ways to request care.
Panorama City, California
Formerly Dr. Barry Leonard & Associates, with the California Keratoconus Center specialty brand. The practice describes a family history dating to 1957.
The keratoconus hub connects symptoms, lens options, fitting technology, videos and appointment information. These pages give the practice several entry points for specific patient searches.
View the keratoconus hub ↗For Dr. Nanar: begin with dedicated scleral-lens and keratoconus-fitting pages, then connect related patient questions.
Dedicated pages explain capabilities such as Eaglet Eye and lenses for higher-order aberrations. A published fitting story describes a patient finding the practice through a keratoconus search.
View a technology page ↗Read the patient story ↗For Dr. Nanar: explain her actual fitting approach and clinical capabilities with accurate, doctor-reviewed content.
Doctor resources explain referral coordination and state that patients return to their referring optometrist for other eye-care needs. This addresses a practical concern about referring to another practice.
View resources for doctors ↗For Dr. Nanar: make appropriate cases, communication and care coordination easy for local clinicians to understand.
An ebook offer collects contact details, while appointment-request forms and phone calls create routes from research to a conversation. The appointment form requires staff confirmation.
View the ebook offer ↗View an appointment request ↗For Dr. Nanar: prioritize responsive calls and a secure appointment request before adding a more complex email program.
A 2025 Specialty Lens Success interview features Dr. Barry Leonard discussing a referral center. Supplier case reports and clinician education extend the practice’s professional presence.
Listen to the referral-center interview ↗For Dr. Nanar: build relevant professional relationships and contribute useful explanations within her specialty.
The website links Facebook, YouTube and Yelp. Historical coverage also describes Dr. Leonard using Facebook for community promotion. Current advertising spend and the share of patients from social media remain unknown.
Read the historical marketing coverage ↗For Dr. Nanar: use short educational videos to support trust, alongside search and referral work.
The public page and article sitemaps contain 113 and 174 URLs respectively, including older material and archives. The site uses an SEO plugin, structured information and a Google Analytics tag. Its footer and an agency portfolio identify West Hills Web as a web vendor.
These findings show content and website infrastructure. They do not establish indexed-page counts, rankings, traffic, an ongoing agency contract or campaign results.
Build the same useful connections between discovery, confidence and an appointment. Dr. Nanar can start with a focused specialty presence that fits her services and capacity.
The peer described SEO as a major source of patients, although that account is not independently verified. The practice’s visible specialty content is consistent with an SEO effort. Public information does not establish how many patients come from organic search, Google Maps, referrals or advertising. Published patient stories are individual examples, and clinical claims belong to the practice. The plan does not assume the same patient volume or outcomes for Dr. Nanar.
Patients also have specialty options closer to Glendale. These public service pages show the positioning Dr. Nanar will compete alongside.
| Practice | Visible positioning | Implication for Dr. Nanar |
|---|---|---|
| Jewel City Optometry ↗Glendale | A dedicated scleral-lens page. | A general contact-lens page needs a more specific specialty explanation. |
| Monji Optometry ↗Burbank | Specialty eye care and contact-lens expertise. | Make the doctor’s experience and fitting process easy to evaluate. |
| Westwood & Montrose ↗Montrose / Los Angeles | Information about medically necessary contact lenses. | Answer cost and insurance questions clearly, with coverage verified individually. |
| Fuerst Eye Center ↗Shared Glendale suite | Corneal treatment, including keratoconus care. | Clarify provider roles and care coordination. Corneal treatment is distinct from specialty-lens fitting. |
The local comparison describes publicly marketed services, not measured rankings or patient volume. Confirm the relationship with Fuerst before describing a referral arrangement.
Your opportunity
Build on what existsDr. Nanar already has a clear identity, a refreshed website and a real specialty offering. The next opportunity is to connect specific patient needs with useful pages and a dependable appointment experience.
Home, about and services. The fourth indexable route is accessibility.
Start with scleral lenses and keratoconus contact lens fitting, as the first proposed priorities.
The new-patient request pathway needs to be completed. Assign a clear owner for inquiry follow-up and reporting.
Clear response ownership, missed-call follow-up and a secure appointment-request pathway.
Public directories show inconsistent phone and location information.
Align the website, Google Business Profile and priority directories. Verify the shared-suite relationship.
“I need help with a difficult contact lens fit” is a more useful entry point than a broad list of everything an optometrist does.
Sources: Current website · Sitemap · CMS NPI record · Directory listing to verify
Channel priorities
Prioritize patient intentPut most of the effort into discoverability and trust. Paid search can accelerate learning. Social media supports familiarity, while AI visibility grows from the same credible foundation.
Local SEO
Google describes local ranking through relevance, distance and prominence. Accurate information, a useful website and a steady, ethical review process are the practical priorities.
Specialty SEO
Build a small, connected library reviewed by Dr. Nanar. Each page should explain who the service may help, the fitting process, limitations, follow-up and how to request an appointment.
Review every page with Dr. Nanar so the content accurately reflects the care available.
Professional relationships
The competitor’s doctor resources make professional referral a visible part of the system. Dr. Nanar can create a concise pathway tailored to her actual relationships.
Start with existing professional relationships and a clear process for sharing updates.
Google Search Ads
Run a limited pilot after appointment intake is ready. Start with one or two confirmed specialty services, a realistic catchment area and enough capacity to answer inquiries.
Confirm local search demand and advertising costs before setting the pilot budget.
Instagram & Facebook
Use a manageable cadence of short, doctor-led explanations. Organic video can support trust on the website and social channels without becoming the clinic’s main acquisition engine.
Review consent and platform data use. Avoid sending health information to advertising tools.
AI search
Make clinical explanations clear, specific and attributable. Accurate business facts, doctor-reviewed content and accessible pages help both conventional search and emerging AI discovery.
Strong clinical explanations and accurate business information support AI discovery. No special AI file or markup is required by Google.
Google’s AI search guidance ↗Broader informational searches may send fewer clicks as AI answers expand. Defend the local decision: a real doctor, a specific service, a nearby clinic and a clear next step.
The first 90 days
90 days to establish the systemSeveral workstreams overlap. The sequence is designed to fix the appointment experience before increasing the flow of inquiries.
Confirm priority services, capacity, economics, profile ownership and the shared-suite relationship. Establish inquiry, booking and attendance counts.
Milestone: a clinic fact sheet & measurement baselineAssign response ownership and missed-call follow-up. Complete a secure appointment-request process. Align local profiles, hours and photos.
Milestone: a working inquiry-to-booking processLaunch the two priority service pages, then a referrer guide and first-visit explanation. Connect them to existing pages and the sitemap.
Milestone: patient and clinician entry pointsBegin a neutral review process and clinician relationship work. Run a limited Search Ads pilot from day 45 if intake, capacity and measurement are ready.
Milestone: a channel scorecard & pilot evidenceMonths 4–6: deepen useful content, refine referral relationships and scale only where capacity and economics support it. Three to six months is a learning horizon; six to twelve months is an authority-building horizon, not a promise of results.
Monthly investment
Illustrative allocations · Not a quoteThese monthly examples help discuss priorities. Setup costs are additional. Actual fees, media demand and clinic capacity must be confirmed before committing a budget.
$1,500Local, content & referrals
$1,200Search media
$300Campaign reporting
Leave budget unspent when demand, response capacity or results do not justify more.
Search pilot scenarios
Explore how advertising costs, booking rates and attendance affect the media cost per appointment. The inputs are illustrative assumptions.
Clicks = media spend ÷ cost per click. Bookings = clicks × click-to-booking rate. Attended appointments = bookings × attendance rate. Media acquisition cost = spend ÷ attended appointments.
This excludes management, website, setup and staff costs. It does not establish profitability or patient lifetime value. Fractional results are mathematical expectations.
Evaluate the total cost per appropriate attended new patient against contribution after lab fees, staff time, follow-up and remakes. Set that threshold with the clinic before scaling.
Sources & next steps
Research snapshot · October 2026Agree on the services to prioritize, the number of new cases the clinic can support and the monthly investment. Track appropriate inquiries, bookings and attended appointments to guide the next decision.
Public pages, sitemap inventory, contact pathways, doctor resources and directory inconsistencies.
Specialty SEO and referral relationships likely reinforce each other. Their relative contribution is unverified.
Channel priorities, roadmap, budgets and calculator scenarios are recommendations and assumptions.
Observed US browsing in March 2025: traditional-result clicks in 8% of visits with an AI summary versus 15% without. This is observational, not an optometry forecast.
Useful FAQ answers still help patients. Google ended FAQ rich-result visibility in May 2026.
Use the least sensitive data needed to measure results. Review healthcare page tracking before adding ad pixels or analytics. Keep clinical details out of advertising tools and use appropriate secure systems for medical intake.
Which services should grow? How many appropriate new cases can the clinic serve? Who owns inquiry follow-up? What is an acceptable total acquisition cost?
The full report includes the detailed competitive analysis, content plan and supporting sources. Budgets are planning scenarios; results depend on patient demand, clinic capacity and execution.