Campaign Resulted in More than $700 Million in Industry Revenue
Alexandria, VA – 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. 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,” said Steven Loomis, O.D., 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% 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, please contact Ron Sallerson, Think About Your Eyes Director of Development, at firstname.lastname@example.org.
About Think About Your Eyes
Think About Your Eyes is a national public awareness initiative in partnership with the American Optometric Association, focused on educating consumers about the importance of vision health and annual comprehensive eye exams. Current partners include 43 state optometric associations, Alcon, The Vision Council, American Optometric Association, All About Vision, GUNNAR Optiks, Jobson Optical Group, National Vision, Inc. (NVI), SpecialEyes, Hilco, Walman Optical, Transitions, Shamir, Essilor, Luxottica Group, Eschenbach, Johnson & Johnson Vision, First Vision Media Group, Vision Expo, Optolec, Compliancy Group, and Westgroupe. For more information, visit www.thinkaboutyoureyes.com.