The “Think About Your Eyes” advertising campaign is being test-marketed in seven metros around the country, and eyecare practitioners in those areas are seeing a 6 percent increase in comprehensive eye exams, as a result. In addition, the number of exams conducted on consumers who have not had an eye exam in three years or more is up 36 percent, according to the Foundation for Eye Health Awareness that hosts the campaign.
On average, the campaign is generating 100 new exams per year for each participating eyecare practice, the foundation estimates. (According to the MBA, sponsored by CIBA VISION and Essilor, a comprehensive eye exam generates a median of $306 spent at a practice, which computes to a potential annual gain of $30,600 per practice.) In the course of the comprehensive eye exams generated by the campaign, 300,000 people were diagnosed with potential eye or other major diseases and referred to a specialist for further diagnosis and treatment. Also, in the campaign test markets, Rxes written for contact lenses are up 21 percent.
ECPs can benefit within these test metros by enrolling in the TAYE Doctor Locator program, and by utilizing a series of print and online tools that the foundation provides. Also available are window clings and door stickers.
The Foundation for Eye Health Awareness spent $12.5 million on the ad campaign through mid-2011. The foundation plans to continue running the advertising campaign through April 2012, at which time it will evaluate available funds. The group is actively seeking the participation of additional companies to augment the contributions of founding sponsor companies Essilor, VSP and Luxottica. Transitions Optical also has contributed to the campaign. The foundation is seeking funding to continue its campaign as an annual rate of $25 million.
For more information: www.ThinkAboutYourEyes.com.