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TLC Vision

Defining Customer BuyWay For Growth

Challenges

  • TLC did not understand the different market segments nor the steps customers took to make decision to have Lasik surgery
  • Although an early adopter of technology, TLC did not believe it was effectively communicating the benefits of its superior Lasik technology (i.e. Intralase)
  • Concerned positioning not clear
  • Limited experience in customer marketing – broad reach or targeted via direct or internet; lacked communication strategy
  • Market share was stable but recently ceded leadership to a competitor

Approach

  • Develop and execute a brand architecture providing point of differentiation and preference at each point in the purchase process
  • Define customer segments, understanding how the purchase decision is made
  • Develop Value Proposition and Brand Architecture
  • Define differentiating benefits and map to each touch point to drive purchase intent
  • Activate segmentation by developing questions that define segment/point in purchase process
  • Define creative strategy and implement awareness-building campaign
  • Develop tailored web / direct communications and testing and metrics to assess effectiveness

Results

  • An 18% increase leads, consultations and procedures
  • A 50% increase in awareness
  • 200% increase in direct marketing effectiveness
  • Online consultation bookings grew from 5% to 15% reducing Call Center Costs

 

Case Study TLCVision BuyWay

 

Bringing Marketing Spend Effectiveness Into Focus

Challenges

  • Given the impact of the economy on consumer decisions with respect to elective surgery, the Lasik category is facing considerable pressure on procedure volume
  • Under this economic uncertainty, the ability to quantify the impact of media and identify opportunities to improve efficiency and effectiveness of spending is critical
  • Needed to develop a model that will allow us to determine the impact of different types of media and OD/MD referrals on leads, consults and procedures while controlling for market and unit characteristics
  • Needed to allocate the marketing budget among media types and markets to achieve maximum performance and generate improved, measureable ROI

Approach

  • Establish baseline set of metrics regarding lead generation activities, consultation requests and ultimately translation into actual completed procedures
  • Create a Marketing Spend Effectiveness model based on historic spend levels across various media and marketing channels to help marketers make optimal decisions with linkage to specific business goals eg:
  • Marketing impact by DMA and by medium
  • Optimizing spend allocation across marketing budgets
  • Assisted in rolling out new MSE capabilities and driving marketer adoption and compliance

Results

  • Investment in robust and quantitative model yields a 10x ROI on efficiency and effectiveness
  • Revealing the impact of unit mix drives 300% increase in direct mail leads
  • Understanding how spending level impacts leads helped to fuel 18% growth in procedures year over year (over 4.5 times greater than the control group)

 

Case Study TLCVision MSE

 

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