TAYE National Consumer Campaign Recruits ECPs, Retailers to Join Vision Health Initiative

By
ALEXANDRIA, VA.—Think About Your Eyes, L.L.C., a non-profit organization now under The Vision Council is in the midst of a national consumer campaign designed to educate the public about the benefits of vision health and the importance of getting an annual comprehensive eye exam. The current campaign includes TV, radio, print, online advertising, public relations, as well as consumer engagement through social media.

 

Originally piloted in May 2010, in nine test markets, the TAYE campaign reached about 25 percent of the U.S. and demonstrated the ability to motivate and change public behavior when it came to vision health. Overall, eye exams grew by 7.9 percent, translating to 120 incremental eye exams per practice, per year in those markets.

This time around, Think About Your Eyes is estimated to reach at least 120 million consumers with strong educational and motivational messages focusing on eye disease, eye strain, kids’ vision and the positive impact of regular eye exams on overall health. National advertising and public relations will drive consumers to schedule an eye exam and direct them to www.thinkaboutyoureyes.com where they can find a local Think About Your Eyes member provider.

TAYE said it has recruited more than 3,000 eye care providers and retail locations to join the initiative, and is continuing to sign up more providers, according to The Vision Council. At presstime, the site has had 287,000 visits to date with 88.5 percent of page views linked to the ECP doctor locator, according to The Vision Council.

ECPs can become a member in the program by enrolling in a basic or premium membership and their practice will be listed on the ECP locator. The premium subscription for $500 includes a basic listing plus preferred position listing, inclusion of photo, insurance accepted, color highlights, practice special offers and a link to the practice website. The premium plan also includes an extensive in-office merchandising package as well as online appointment setting.


 
The basic subscription for $250 includes a locator listing with practice name, address, phone and e-mail; geo-coding positioning on the locator and a link to the Think About Your Eyes website. An in-office merchandising package is also included.

With support from the American Optometric Association (AOA), support for the initiative continues to grow with the latest partners to join including National Vision, Inc. (NVI), the fourth largest optical chain in the U.S.; Refac Optical Group, the sixth largest optical chain and the largest provider of vision services inside host stores; SpecialEyes, a leading manufacturer of custom soft contact lenses; and Walman Optical, a leading provider of wholesale ophthalmic products and services and operator of the largest network of independent wholesale optical laboratories in the U.S. Each new partner is supporting the program with a financial contribution. Original supporters, Essilor of America and Luxottica, remain on board as contributors to the effort.

Industry members interested in becoming official Think About Your Eyes partners should contact Dave Plogmann, director, industry relations, at dplogmann@thinkaboutyoureyes.com.

Eyecare providers who wish to become Think About Your Eyes members should visit www.thinkaboutyoureyes.com/enroll or contact Jon Torrey, director, professional relations, at jtorrey@thinkaboutyoureyes.com. ■