ALEXANDRIA, Va.—The Vision Council has kicked off a new campaign to drive traffic to its whatislowvision.org website, www.whatislowvision.org. The unique site is designed to educate low vision patients and their caregivers about the types and causes of low vision, as well as low vision solutions including devices and treatment options available.
ECPs and optical retailers can be involved by sharing some of the information and resources, which are not known to many patients and their families. The site also features a doctor/dealer locator, where consumers can locate low vision products and services near them.
The campaign kicked off on July 5 and will continue for three months. The campaign utilizes SEM (search engine marketing), which is a digital ad tool using keywords and specific search terms to increase a site’s visibility in search engine results pages.
The Vision Council's whatislowvision.org serves as an online resource for people with vision impairment due to macular degeneration, diabetic retinopathy, glaucoma and other eye conditions often associated with aging. The site answers questions that those with low vision, their loved ones and caregivers may have by addressing its causes and warning signs, as well as vision enhancing devices and medical solutions.
The Vision Council's SEM campaign will primarily target vision impaired senior citizens, and secondarily their caregivers. The organization expects to receive between 70,000 and 80,000 visits to the site by the campaign’s end.
Low vision is the term used to refer to a visual impairment due to macular degeneration, diabetic retinopathy, glaucoma and other eye conditions that is not correctable through surgery, pharmaceuticals, glasses or contact lenses. It is often characterized by partial sight, such as blurred vision, blind spots or tunnel vision, but also includes legal blindness. While low vision can impact people of all ages, it is primarily associated with older adults.