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
