Today’s average consumer is inundated with advertisements, reminders and suggestions for “lifehacks” to simplify everyday tasks. It seems like the last thing the public needs is another “to-do” on the list.
However, these same people confess to being worried about their vision health and consider it a priority. Indeed, 56% of adults recently surveyed by Think About Your Eyes (TAYE) say they should visit the eye doctor more.
In 2017, TAYE launched “Seeing is a Gift,” a campaign to celebrate the gift of sight and all it allows us to experience. Our mission: to continue reminding the public of the importance of sight and to schedule an annual eye exam.
Our doctor locator currently lists more than 19,000 practices, so patients are very likely to find practices near them. For many practices, a patient can book an appointment directly through our doctor locator or call the office from the mobile site. Simplifying the task of booking this annual health check-up makes this much more likely to occur.
We find consumers where they spend most of their time: online, on their phones, in their cars and on their favorite TV channels. We spread our messaging through online ads, streaming radio and cable TV. Our Facebook page currently has more than 50,000 likes and reached more than five million people in 2017. Our campaign and message was mentioned in USA Today, Sirius XM radio and ReadersDigest.com.
We’re reaching consumers with our message everywhere they turn. And it’s working; more than 1 million exams in 2016 are the result of TAYE advertising.
MORE WORK NEEDED
There’s still work to be done. Currently, 41 state optometric associations support the campaign and place their members on our doctor locator. Is your state one of them? The campaign is funded by 24 ophthalmic companies, few of whom benefit from TAYE advertising. Still, the campaign could do so much more with more support and funding. And, it could continue to move the needle on eye exam rates, making an eye exam as routine as a dental check-up.
So what can you do? If you’re a doctor with a locator listing, make sure the information is still correct. Consider upgrading to premium level to gain additional features, such as an appointment-booking button, space for a photo and preferential placement. If you have a social media page, consider sharing Think About Your Eyes posts. And, as always, let us know what you think of the campaign, when you see or hear a commercial, and any ideas you have.
Let’s make 2018 a landmark year for Think About Your Eyes.