At the forefront of ocular innovation, UAB Callahan Eye is the national epicenter for groundbreaking treatments and urgent eye care. Bolstered by a successful 2022 awareness campaign, we kickstarted 2023 with a laser-focused mission: elevate patient outreach, amplifying clinic visits and appointment bookings.

We zeroed in on women aged 25-54 in close geographic alignment with our multiple clinic locations, as these women often are key decision-makers in family healthcare choices. While UAB Callahan Eye’s hospital garners nationwide recognition, complete with a round-the-clock eye emergency room, what’s less known is our expansive network of over 20 community clinics across Central Alabama.

From routine check-ups to emergency interventions, and an enticing array of eyewear and accessories, we deliver an unmatched level of accessibility and convenience that sets us leagues ahead of rivals such as Walmart and LensCrafters.

Traditionally, eye exams have been shrugged off—deemed tedious, expensive, and burdensome. Our campaign sought to flip the eye-care script. We deployed captivating imagery—beautifully detailed macro shots, arresting portraits, and a vibrant color palette—to seize attention and challenge perceptions.

Borrowing visual cues from UAB Callahan Eye’s legacy and ties to the fine arts community, our creative strategy instigated action. Our media mix was as comprehensive as it was effective.

Employing a full-funnel strategy, we cast a wide net through traditional media outlets such as television, print, and out-of-home advertising, while at the same time employing hyper-targeted digital strategies for surgical precision in reaching potential new patients in search of a new eye-care specialist. Through a judicious use of action-based retargeting, we amplified our message, compelling consumers to engage with us either in-person or via appointment bookings.

And the results spoke volumes. Just a month post-launch, our tracking studies revealed a +6% spike in consumer consideration for annual eye exams and a +13% average growth in total surgeries, clinical visits and emergency visits ultimately catapulting UAB Callahan Eye ahead of local giants like Walmart Vision & Glasses.

By leveraging data to support our creative and strategic initiatives, we didn’t simply raise the bar; we established a new standard for patient outreach in Central Alabama.

• 46 million branded experiences into the market via a cross-platform multimedia campaign for 2023.
• 252+ conversions for an overall 0.84% conversion rate.
• 60K website sessions
• 51,000+ new potential patients
• 25% increase in year-over-year clinic visits

Improving optics for UAB Callahan Eye

90% of all information we receive is visual. So what do you do when a world-class eye hospital wants to increase its awareness? You elevate its visibility with prospective patients.

Visionary Care

UAB Callahan Eye is home to the country’s foremost experts in the treatment and cure of eye disease and trauma. Only the new generation of medical decision-makers didn’t know it. Intent on improving optics, we created a dynamic color and shape system inspired by UAB Callahan Eye’s history and association within the fine arts community. Utilizing vibrant light and spectral tones, we captured surreal photography highlighting the hospital’s focus on speciality care and innovation. This built the foundation to deliver a variety of messages positioning UAB Callahan Eye at the forefront of ophthalmology. The end result is a visually captivating campaign that reintroduced UAB Callahan Eye as a national leader in sight.

We simplified the UAB Callahan Eye name and logo within the larger health system.

“Complex Vision” — a lenticular sculpture by Yaacov Agam on the hospital’s exterior — inspired our color and shape system.

We conducted patient interviews to inform our key messaging pillars: experience, training, immediacy, continuity of care and proximity.

Every spa is plagued by the cliché image of a brightly lit, white-walled room, where a woman in a towel lays back with cucumbers on her eyes and a soft smile on her lips. It’s all too familiar. For the launch of Total on 1st, a new spa that’s equal parts clinical skincare and indulgent self-care, we created a brand image that diverges from the long-held spa tropes. To transcend category, we introduced Total on 1st not as a place but as a feeling.

Taking cues from the worlds of high-end fashion and boutique skincare brands, we crafted a campaign featuring photography that evoked a feeling of immersion and losing oneself in natural environments. The concept of “healthy indulgence” invites one to embrace self-care in abundance. To lavish in it and never apologize. This campaign is the first step in establishing Total on 1st as Birmingham’s premiere spa destination.

RealTime Medicare Data’s service is exactly what it sounds like—the best Medicare data on the market, and with the quickest turnaround time. Naturally, they needed a website that could stay up to speed.

What BLOX does is quite grandiose—producing pre-fab medical units for efficient and smart hospital construction—so condensing their business model into an iPad app was a bit of a challenge. Thankfully, we had a lot of cool stuff to show off.