NE Ohio Eye Surgeons: LASIK
Challenge
Northeast Ohio Eye Surgeons has made it their mission to provide the highest quality vision and cutting-edge surgical care in a compassionate, friendly environment. Eager to grow their LASIK business, Northeast Ohio Eye Surgeons challenged us to launch a local digital marketing campaign. We established three goals: Convince new website visitors to place their trust in NEOES for a fairly expensive surgical procedure Appeal to a younger target market, that in which LASIK is growing in popularity Scale cost-effectively in a competitive industry
Solution
The Strategy We worked with Northeast Ohio Eye Surgeons to design and develop a LASIK marketing-specific landing page for local digital marketing campaigns. This page was optimized to include summarized and scannable information about LASIK to answer common questions and concerns, a LASIK self-test questionnaire, and a simple form to request a free LASIK consultation. Balancing these three features allowed NEOES to appeal to prospective patients regardless of where they may be in their LASIK journey - whether they are ready to book a surgery, want to see if they are a candidate, or just want to gather more information about the procedure and process. We utilized the best UX practices for an easy-to-navigate web experience, used large text size for those with blurry vision, and selected photography of young active people to represent our target audience. Strategic Assets Behind every set of data is the material created to drive the performance. Below, you’ll find examples of creative assets we crafted to deliver these results. LANDING PAGE LASIK Campaign Landing Page A marketing specific landing page (MSLP) with detailed information, which helps users easily fill out the form and become a qualified lead. SOCIAL MEDIA Reaching a New Audience Engaging lifestyle photography and clear benefits copy bring new leads to the MSLP. PRINT DESIGN2 Brand Collateral for an Integrated Campaign Print assets help keep you at the top of mind with simple and cost effective takeaways. Brochures and coupon flyers are simple but information-rich deliverables for the uncertain potential customer. WEB DESIGN & DEVELOPMENT A New Responsive & Accessible Website NEOES needed a new website that served the client. We needed striking photography, large text for readability, and thorough content to explain each of their offerings in depth. It’s important to build an experience that was consistent across any device, and easy to navigate for all age groups. Most importantly, the website needed to convey expertise and instill trust to their customers.
Results
Qualified Leads per month Goal 2-4 Results 8-12 Conversion Rate Goal 2% Results 4% Evaluation Appointments 60% Green of leads turned into evaluation appointments Successful Surgeries 30% Green of appointments turned into successful surgeries Business Growth Increased Growth In one year 10% Green Of the entire practice Average Conversion Rates 2017 - 8.91%, 2018 - 16.83%, 2019 - 18.06%
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