Optometry board reviews outreach strategy; directs staff to explore QR codes, marketing options and stakeholder partnerships

Alex Clemens, chair of the Consumer Protection, Public Relations and Outreach Committee of the California State Board of Optometry, opened the committee’s teleconference by reviewing the board’s adopted outreach pillars and inviting discussion on ways to increase public and licensee engagement.

The committee discussed three main outreach channels — social media (LinkedIn, X and Facebook), the board newsletter (the Spectacle) and the board listserv — and asked staff to explore specific steps to expand reach. “There’s no legal mandate that we have a social media presence,” said Greg Bridal, executive officer for the California State Board of Optometry, adding that social accounts are voluntary but “there’s a lot of opportunity” to increase engagement.

Why it matters: the board licenses roughly 17,000 professionals in California and staff said board posts reach only a small fraction of that population. The committee emphasized that better outreach could improve consumer protection, distribute time-sensitive guidance (for example, about recalls or emergency orders) and help licensees stay current with regulatory changes.

Key discussion points

- Social media: Staff reviewed platform statistics and proposed three near-term opportunities: 1) encourage board members to follow and engage with the board’s accounts to “tweak” algorithms; 2) add a QR code on mailed renewal notices that links to social accounts and the listserv; and 3) partner with stakeholder…