Case Studies

Optical

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Read our marketing case marketing studies showcasing how our solutions help optical practices succeed.

National Optical Retailer Case Study

Objective

A national optical retailer needed a marketing strategy to help combat competition entering into the marketplace​, maintain and protect market share​, acquire new customers​, and grow current patient base​.

Our Approach

  • Utilized customer data to identify best geography to mail
  • Targeted 36,284 households around one test location
  • Personally addressed Impact Postcard with variable messaging and strong offers to current customers as well as and non-customers

The Results

350

coupons redeemed

$28,000

sales revenue generated

$4

in sales ROI for every $1 spent on shared mail

1%

overall redemption rate

Optical Retailer Case Study

Objective

A local optical retailer wanted to generate awareness of their practice in the marketplace.

Our Approach

  • Saturated the market around the location reaching 41,263 households
  • Utilized a high visibility, high readership Targeted Insert.
  • Promoted an aggressive $29 eye exam offer to generate interest

The Results

$16.67

in sales for every $1 spent on shared mail

Steady flow of appointments and new clients

Patient Acquisition Case Study

Objective

A multi-location physical therapy provider needed an effective marketing program that would help them reach and engage the geriatric population within the marketplace and drive new patient acquisition and growth.

Our Approach

  • Identified key sub-ZIP Codes for distribution based on clinic location density and high population of consumers (geriatric population age 65+).
  • Targeted 154,927 households within a 3-mile radius of the clinics with the Impact Postcard, Targeted Insert, and Addressable Geofencing (AGF) Digital Display Ads.
  • Utilized high visibility, high readership direct mail pieces combined with targeted digital display ads, amplifying their message and serving as additional touchpoints along the patient journey.

The Results

$144,000

in projected new patient revenue* (*New patient value = $1000 (10 visits - avg. $100 per visit)

568%

return on advertising spend

54

incremental new patients to the clinics

$54,000

in projected incremental new patient revenue

214%

return on advertising spend

2x

click-through rate compared to industry average

Regional Optometrist & Eyewear Retailer Case Study

Objective

A regional optometrist and eyewear retailer needed an effective print solution to drive double digit growth YOY​, maintain and protect market share​, acquire new customers​, and grow their current customer base​.

Our Approach

  • Utilized Mspark’s high visibility, high readership print solutions, the Impact Postcard and Wrap
  • Saturated markets & ZIP codes surrounding multiple locations
  • Maintained a consistent mail frequency to increase response and sales
  • Incentivized customers with aggressive coupon offers

The Results

Exceeded

double digital growth goals

Eliminated

newspaper distribution

Funded

additional mailings/promotions

Did you know? In the past year, eye care patients and eye wear shoppers responded to ads in the mailbox in a big way, including:

  • 60% of eye care patients in the U.S. responded
  • 62% of prescription eye wear shoppers responded
  • 64% of potential eye doctor switchers responded

Our integrated Boost solutions work synergistically to lift response rates by up to 118% and conversion rates by up to 28%.  Learn more about the latest optical marketing trends and advertising opportunities on our optical page.

Sources: 2020 AudienceSCAN®, Millward Brown Print Campaign Analysis, Simplifi

We work with leading eye care providers across the U.S. to help them build successful eye care marketing strategies.


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