This year marked the 10th year since the initial inception of Think About Your Eyes and five years since the campaign’s national launch. In that time, the campaign has grown tremendously to become the campaign supporting the entire eyecare profession and ophthalmic industry by encouraging the public to get an annual eye exam.
The impact of Think About Your Eyes is significant. This year alone, 95% of the target audience was exposed to Think About Your Eyes advertising through TV commercials, radio ads, online banner ads and paid searches. In 2017, the efforts resulted in 3.4 million eye exams, with estimated industry revenue of more than $750 million from exam fees and follow-on purchases.
Last year also saw the first new creative elements to the campaign since 2008. There were new commercials themed around “Seeing is a Gift,” celebrating the inspirational aspect of sight.
Forty-five state optometric associations currently support the campaign, resulting in more than 20,000 listings on the TAYE online locator (ThinkAboutYourEyes.com). This means that patients around the country are likely to find an eye doctor near them after being directed to the TAYE website through an ad, article or social media post.
Today, 93% of the campaign’s funding comes from 21 industry partners. These partners essentially are shouldering the financial cost of something that helps the whole industry.
By having additional partners supporting the campaign, we can reach more people more often with the TAYE message. We can air more commercials on the most-watched TV shows and channels, more radio ads, and more media relations efforts to keep the message about annual eye exams in the news. The result: more visitors to the doctor locator through paid search and more people being exposed to TAYE Facebook posts and becoming invested in their vision health.
The 2018 partners are: American Optometric Association, The Vision Council, Alcon, Essilor, Johnson & Johnson Vision, Luxottica, All About Vision, Compliancy Group, Eschenbach, First Vision Media Group, GUNNAR, Hilco Vision, Jobson Media Group, National Vision, Optolec, Shamir, SpecialEyes, Transitions, Vision Expo, Walman, and WestGroupe.
AN EXCITING PROSPECT
TAYE will continue to have significant impact on American’s eyes and lives, and we’re excited about that prospect. When additional support is provided from industry players who have yet to take advantage of the opportunity, I can only imagine the lives we will enhance. I can’t stress enough the opportunity before us today for industry and our profession to join together to make a real difference in improved healthcare and industry.