CLIENT: VISION CARE SPECIALISTS
Vision Care Specialists is the largest independent eye care provider in the Rocky Mountain region with over 32,000 patients across four locations throughout the Denver metro area.
CHALLENGE: BRAND DIFFERENTIATION
The eye care industry is becoming more and more commoditized with big-box retailers like Costco and Walmart providing basic eye exams and optical services plus online providers like 1-800-CONTACTS and Warby Parker competing on price. Vision Care Specialists needed to better demonstrate their superior expertise and the full breadth of medical, surgical and optical solutions they provide.
THE APPROACH
Webolutions helped Vision Care Specialists refine their message through our Market Positioning Action Plan™ process.
We then collaborated with practice leaders to revamp their end-to-end patient experience by creating the LifeFit Approach™ which customizes each patient’s vision enhancement solution to fit their look, lifestyle,and budget.
We redesigned and launched their website emphasizing the benefits of the LifeFit Approach and increasing focus on the three main aspects of the practice; optical solutions, general eye care and surgical solutions
Finally, we developed and manage their ongoing integrated marketing program including:
- Website optimization / SEO
- Blog creation and distribution
- Pay per click advertising
- Display advertising
- Social media marketing
- Appointment reminders
- Email marketing
- In-store promotions
- Online reputation management
- Physician referral marketing
RESULTS
Since launching the new website and marketing program, overall monthly patient appointments are up 30% with new patient appointments up 22%.
Patient satisfaction is has improved with average Google+ ratings of 4.2 stars and Healthgrades ratings of 4.8 stars.
Monthly website visits are up 48%, driven by both organic and referral traffic growth. The number of keywords ranking on the top two pages has grown from 49 to 389.
Social media activity has resulted in a dramatic increase in followers – they receive nearly 1.5M page impressions/ month on Facebook with over 17K engaged users.
Contact lens sales are up over 20% based on a series of initiatives targeting lapsed users with high-comfort lenses. And LASIK procedures have grown significantly with heightened awareness of the practice’s surgical expertise.
