Think About Your Eyes, a national public awareness campaign about the importance of scheduling an annual eye exam with an optometrist, generated 3.4 million eye exams in 2017, data shows.
The campaign’s success was measured using the marketing mix model, a methodology used by consumer brands to quantify effects of marketing activities on sales and revenue, according to an announcement from Think About Your Eyes.
This method uses a statistical analysis of all factors contributing to the creation of eye exams, including population growth, marketing efforts, vision care insurance coverage and health of the economy. This methodology isolates marketing effects from other base drivers to determine the impact the campaign’s specific marketing efforts had on the rate of eye exams.
“Think About Your Eyes’ 2017 results demonstrate that this initiative, with its new creative, taps into the collective instinct that it is so important to take care of our eyes,” says Steven Loomis, OD, chairman of Think About Your Eyes. “We couldn’t be more excited to build on this momentum and motivate even more Americans to go to their eye doctors and take care of their eye health and vision.”
In July 2017, Think About Your Eyes launched a new creative campaign, “Seeing is a Gift.” The campaign celebrates the gift of sight and focuses on inspirational messaging around everything vision allows people to experience. Recent research conducted on this new messaging found that 7 in 10 respondents said they were likely or very likely to schedule an annual eye exam after viewing. The ads are expected to reach 95 percent of the targeted audience throughout 2018.
The increase in exams and shortening of the exam cycle resulted in $752 million in additional industry revenue. This represents exam fees and add-on purchases, like frames, contact lenses and other accessories.
For general campaign inquiries, and industry partners interested in supporting the campaign, contact Ron Sallerson, Think About Your Eyes director of development, at firstname.lastname@example.org.