Why do so many eye care professionals focus on Facebook or Instagram while overlooking LinkedIn? The truth is, LinkedIn is a networking powerhouse designed for making professional connections.
For optometrists and ophthalmologists, it offers an opportunity to build relationships with each other, but also with general practitioners, pharmacists, and other healthcare professionals who can become valuable sources of patient referrals. It’s where conversations between medical professionals happen, and where trust is built before a referral is made.
A growing number of healthcare professionals worldwide are turning to LinkedIn, with 70% reporting in 2025 that they use the platform for networking and career growth.1
Despite busy schedules, health care professionals are increasingly appreciating the value of online engagement. More than one in four healthcare professionals dedicate at least seven hours per week to social media for personal and professional purposes.2 This makes LinkedIn an untapped resource for eye care professionals who want to position themselves as trusted experts within their field.
Who you connect with on LinkedIn shapes the opportunities that come your way. A well-built network increases visibility, strengthens professional relationships, and opens doors to valuable referrals.
A well-built network increases visibility, strengthens professional relationships, and opens doors to valuable referrals
Optimise Your LinkedIn Profile
How often do you search for a professional online before deciding to work with them? Your LinkedIn profile is often the first impression you make on potential referral partners. A well-crafted profile is a powerful tool that communicates expertise, credibility, and approachability.
One of the easiest ways to boost visibility is by activating LinkedIn Creator Mode. This feature allows you to highlight key content at the top of your profile, making it easy for visitors to see what matters most. Whether it’s an article, a case study, or an insightful post, pinning content ensures your expertise is front and centre.
Another credibility booster is profile verification. Much like the blue checkmark on Twitter/X, LinkedIn’s verification badge signals authenticity. While it doesn’t guarantee higher visibility, a verified profile reassures potential connections that they’re engaging with a genuine professional.
Craft an Effective Profile Headline
Your headline is prime real estate. It should instantly tell people who you help and how. Instead of simply listing your job title, consider a value-driven approach like:
- Partnering with healthcare professionals to elevate children’s vision care and early disease detection.
- Integrating innovation and partnership in eye health for exceptional patient experiences.
- Transforming patient care through interdisciplinary collaboration in ophthalmology.
With a 220-character limit, every word should serve a purpose. Adding relevant keywords also increases the chances of appearing in search results when someone looks for an eye care specialist in their network.
Make Your ‘About’ Section Stand Out
Too many professionals treat the ‘About’ section as a dry summary of their resume. Instead, think of it as a narrative – an opportunity to tell your professional story in a way that’s engaging and relatable. The first 240 characters are critical, as this is what appears before the ‘see more’ button. A strong hook will encourage visitors to keep reading.
A well-structured About section should:
- Be easy to read with short paragraphs,
- Share insights into your background and experience,
- Reveal a bit of personality to make you more relatable,
- Clearly explain how you help other healthcare professionals, and
- Highlight key accomplishments that build trust.
Choose the Right Profile Picture and Banner
A high-quality profile photo builds trust. A professional headshot with a warm, approachable expression works best. If you don’t have one, artificial intelligence (AI) tools like Secta.ai can generate a polished, studio-quality image.
Your banner image is another branding opportunity. A custom design featuring your practice’s name, logo, and a simple tagline can reinforce your professional identity. Avoid generic stock images; your banner should be unique to your practice.
Showcase Skills and Endorsements
Skills and endorsements add credibility to your profile. Eye care professionals should highlight core competencies. Encouraging colleagues to endorse your skills strengthens your profile’s authority.
Achieving LinkedIn’s ‘Top Voice’ badge is another way to gain recognition as a thought leader. This badge is awarded to professionals who consistently share valuable insights and engage with their network.
Keep Your Profile Fresh
A stagnant profile gives the impression of inactivity. Regularly updating certifications, professional achievements, and community involvement ensures your profile remains relevant. Adding new experiences, attending and reporting on industry events, or sharing recent publications all signal ongoing professional growth.
Build a Strong LinkedIn Network
For those serious about maximising LinkedIn’s potential, Sales Navigator (business.linkedin.com/sales-solutions/sales-navigator) is worth considering. This premium tool allows precise targeting based on job title, location, and company, making it easier to connect with the right professionals. With InMail messaging and advanced filters, it offers a direct path to starting conversations with other LinkedIn users in the health care community.
Start with identifying local professionals who are active on LinkedIn. Instead of waiting for them to find you, take the initiative. Commenting on their posts, sharing their content with thoughtful insights, and reacting to updates increases visibility and positions you as a knowledgeable peer.
When sending a connection request, a personal touch can make all the difference. Mention a common interest, a shared professional group, or reference an article they’ve written. Even better, include a short video introduction (using a tool like loom.com or dubb.com). This instantly makes you stand out in their inbox. Video isn’t widely used in LinkedIn messaging yet, so it’s a great way to create a lasting first impression.
Content Strategies to Enhance Presence
How do you make LinkedIn work for you instead of just adding to the noise? The key is posting content that informs, engages, and keeps you visible to the right people.
Types of Content to Share
The most effective LinkedIn content speaks directly to your audience. Thought leadership articles discussing eye care trends position you as an industry expert, while case studies and success stories provide concrete examples of your expertise in action. Sharing your perspective on industry developments keeps your network engaged and encourages conversation.
Another simple yet effective strategy is posting a ‘TL;DR’* version of your blog articles with a link to the original on your website. This makes it easy for professionals to consume key takeaways quickly while giving them the option to read more in-depth on your website.
Articles vs Posts
LinkedIn articles and posts can be used together to help maximise your reach. Articles allow for deeper discussion, supporting long-form content, images, and embedded videos. These are also indexed by Google, increasing your visibility outside LinkedIn. Articles can be turned into LinkedIn newsletters, giving them extended reach and engagement over time.
On the other hand, posts are short, conversational, and tend to gain more immediate traction in the feed. They’re quick to write, easy to engage with, and ideal for resharing. Reposting another professional’s content with your added insights is an excellent networking strategy.
Leverage Video Marketing
Video content continues to grow in popularity, and LinkedIn has adapted to this trend. Videos uploaded from a desktop can be up to 15 minutes long, while mobile uploads max out at 10 minutes. To make video content easier to find, LinkedIn has introduced a dedicated video tab in its mobile app. The key to optimising video reach is using captions (many professionals watch on mute) and engaging with comments immediately after posting to trigger more visibility.
Sharing your perspective on industry developments keeps your network engaged and encourages conversation.
Posting Frequency and Consistency
Consistency is what separates forgotten profiles from those that build lasting influence. Developing a regular posting schedule ensures you stay visible without overwhelming your audience. The best posting times vary by industry, but healthcare professionals often see the most engagement on weekday mornings when professionals are catching up on industry news.3
Engage with Your Audience
Posting content isn’t enough – you need to start conversations. Responding to comments, answering questions, and encouraging discussions through polls and interactive posts keeps your profile active and strengthens relationships. LinkedIn’s algorithm also rewards engagement, meaning the more you interact, the wider your reach.
A strong content strategy transforms LinkedIn from a passive platform into an active referral tool, keeping your name in front of the right people at the right time.
Measuring and Refining Your Strategy
How do you know if your LinkedIn efforts are paying off? Tracking the right metrics helps you understand what’s working, what’s not, and where to adjust your approach for better results.
Key Metrics to Track
Start with profile views – this shows how many people are finding you. With Sales Navigator, you can even see who’s viewing your profile, helping you identify potential referral sources. Keep an eye on your connection network as well. While LinkedIn has a 30,000 connection limit, what really matters is the quality of connections you’re building.
Engagement metrics such as likes, comments, and shares indicate how well your content resonates. More importantly, track whether your LinkedIn activity leads to direct conversations, new referrals, or increased website traffic.
Analytics for Continuous Improvement
LinkedIn provides detailed analytics on post-performance. Reviewing which types of content generate the most engagement helps refine your strategy over time. If certain topics or formats consistently underperform, adjusting your approach ensures you stay relevant.
Final Thoughts
Let’s be honest, LinkedIn might not be as flashy as Instagram or as fun as watching a dog try to catch a frisbee on TikTok. But if you’re an eye care professional looking to grow your business, it’s where the real magic happens. Your next great referral partner is probably scrolling LinkedIn right now. Will they find you?
A strong professional network isn’t just good for business; it’s good for your patients too. The more connected you are, the better care you can provide. So, if your LinkedIn profile is gathering dust (or worse, you don’t even have one), now’s the time to change that. Start connecting, start engaging, and start making LinkedIn work for you. After all, the best opportunities come to those who put themselves out there – and that includes online.
*Too long; didn’t read. TL;DR is often used to introduce a summary of an online post or news article.
Paul Sallaway is the founder, owner and web strategist behind Optics Digital Marketing. His agency specialises in assisting business growth for eye care practices through conversion optimised websites and data driven marketing. For a free consultation, visit: opticsdigital.net.
References
- Deb T. Social media in healthcare statistics 2025 by data, insights, engagement, Market.us Media (web article, 13 Jan 2025) available at: media.market.us/social-media-in-healthcare-statistics/ [accessed Feb 2025].
- Van Ravenswaay L, Parnes A, Nisly SA. Clicks for credit: an analysis of healthcare professionals’ social media use and potential for continuing professional development activities. Med Educ Online. 2024 Dec 31;29(1):2316489. doi: 10.1080/10872981.2024.2316489.
- Lamaj D, Best time to post on LinkedIn in 2025, Podawaa (webpage, 17 Dec 2024) available at: podawaa.com/blog/best-time-to-post-on-linkedin. [accessed Feb 2025].
