The latest Crizal UV and Cancer Council campaign, being rolled out across the country by Essilor, has generated positive results. The www.crizaluv.com.au website has attracted 10,000 visitors in the past month including 7,000 to its ‘Find an Optometrist’ search engine, indicating that optometry practices are directly benefiting from ‘qualified’ customers.
The Crizal UV and Cancer Council campaign provides optometry businesses with access to a comprehensive and coordinated suite of marketing materials they can use to promote themselves, from a health care perspective, to both current and potential clients. The campaign’s collateral is available in both printed and electronic format.
Robyn Wren, Marketing Director for Essilor Australia said, “Our television advertising campaign runs through to the end of the year and the digital campaign will continue throughout 2015. Already, after just one month, we’ve had over 10,000 visitors to our Crizal UV website, with nearly 7,000 going to our ‘Find an Optometrist’ search engine. This proves that people are seeing the advert, which is great, but more importantly that they’re then actively searching out information and a stockist.” Ms. Wren added, “now is the ideal time for businesses to take advantage of the campaign by actively promoting the fact that they’re an Authorised Prescriber of Crizal UV lenses to their patient database.”
Essilor’s campaign provides the full spectrum of marketing materials that a practice needs to run their own multifaceted campaign, including:
we’ve had over 10,000 visitors to our Crizal UV website, with nearly 7,000 going to our ‘Find an Optometrist’ search engine.
- In practice point of sale materials, including window displays
- Customisable practice to patient DM materials
- Customisable practice to patient EDM templates with content
- Customisable consumer press adverts
- Press release article focusing on the dangers to eyes of UV radiation
- Social media content for distribution via Facebook
- Electronic collateral for upload and inclusion on practice websites
“It might sound strange, but in a way we’re lucky Australians typically have a heightened awareness of the dangers associated with UV radiation exposure. We’re seeing the 45 plus age group respond well to the advert, and chances are that’s because they or someone they know has had an incident of skin cancer or cataracts that they’ve had to deal with,” said Ms. Wren.
To capitalise on the Crizal UV and Cancer Council campaign’s success, simply contact your Essilor Account Manager, local Customer Service team, or email firstname.lastname@example.org