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HomeminewsNational Consumer Campaign Encourages Proactive Eye Care

National Consumer Campaign Encourages Proactive Eye Care

MyHealth1st is partnering with leaders in eye care to deliver ‘EyeHealth1st’, a national consumer awareness campaign. Powered by the MyHealth1st platform, the targeted campaign will educate people of all ages about the role of independent optometry and the importance of a comprehensive eye examination.

Klaus Bartosch, Chief Executive Officer and co-founder of 1st Group which owns MyHealth1st, said the multi-pronged campaign will communicate with the public when they are most likely to be thinking about their own health.

“MyHealth1st’s online search and appointment booking service is now offered across multiple sectors of health care and one of the things we’ve learnt is that the best time to engage with people about their health is the period between booking an appointment with any healthcare provider and up to 24 hours after their appointment. On average, this is a four to six day window when people are most receptive to engaging with any preventative care message,” said Mr Bartosch.

This targeted campaign will reach millions of people each month when they are thinking about their health

“Most people book an appointment with an optometrist because their vision has changed and few understand the important role optometrists play in assessing eye health – our aim is to change that perception, to use that window to inform them that optometrists offer much more and that a regular comprehensive examination is key to preventing blindness in those 50 years and older.”

“We want consumers to start thinking about preventative eye health, just as they think about oral health. We want young people to grow up knowing this, and we want them to remind older generations, who may not be attuned to the risks of eye disease, to have an eye examination before their vision is affected by disease.”


This month (March) MyHealth1st will launch a new website dedicated to eye health (eyehealth1st.com.au), which will make it simple for consumers to find a local independent optometrist and book an eye examination online. With around 65 per cent of Australia’s independent optometrists now using the company’s platform, there will be plenty of eye care professionals to choose from.

The site will be loaded with free information about eye diseases, with some of the content supplied by Tonic Health Media, a company owned by respected health journalist Dr Norman Swan. When consumers make a booking with an eye health professional, they will receive information prompting them to be more proactive about their eye health management in the lead up, and shortly after their appointment.

As campaign partners, Tonic Health Media will also include educational messages about eye health and the eyehealth1st booking service in brochures and on Tonic on Demand TV’s in thousands of GP waiting rooms across the country, which have an audience of 15 million a month.

mydr.com.au, Australia’s leading health information portal with 1.5m visitors a month, also owned by Tonic Health Media, will support the campaign by promoting awareness of eye health and directing consumers to the eyehealth1st booking service from its own website.


In addition to Tonic Health Media’s involvement, MyHealth1st has partnered with Glaucoma Australia, and is working with potential partners to help reach around five million Australians a month to encourage them to get an eye health exam.

Annie Gibbins, CEO of Glaucoma Australia, said her organisation is excited to have partnered with MyHealth1st to deliver the campaign.

“We dream of having a national eye health awareness campaign that reaches the general population but as a not for profit that’s simply not affordable.

“This targeted campaign will reach people when they are thinking about their health and empower them to be more proactive about their eye health.”

Ms Gibbins said although the primary message of the campaign is to encourage everyone to have regular comprehensive eye examinations, ongoing opportunities to specifically target people with key messages about glaucoma in pharmacy and doctors’ waiting rooms will be invaluable.

“A proactive approach is necessary to increase eye health awareness, target those at risk and reduce the 50 per cent undiagnosed statistic. For example, educating glaucoma patients to tell their families to get tested is a key strategy for a disease which is 23-56 per cent hereditary,” she said.

“We recently replaced our website’s ‘find a health professional’ portal with the MyHealth1st appointment booking platform because it provides a far superior consumer product and enables valuable digital communication opportunities that can be utilised to target those at risk of glaucoma. Our mission is to eliminate glaucoma blindness, so the more people are encouraged to get their eyes tested early and regularly, the greater capacity we have to save sight.”

Visit the dedicated eye health portal at eyehealth1st.com.au.