Engaging diverse audiences with custom communication

Meeting diverse audience needs can be a challenge. A thoughtful, layered messaging approach with the provider’s needs at the forefront helped EyeMed breakthrough to their busy audience segments.

Challenge

EyeMed has 28,500 vision care providers contracted on their various networks and each of them have their own support staff. This leads to a wide array of constituents, each with varied wants, needs and methods of preferred communication. With a constant need to communicate with their providers due to regulatory and process changes, new enhancements and more, EyeMed also has to walk a fine line between effectively communicating with their busy audience and inundating them with too much information.

Services:

Messaging & tagline development Content development Print, packaging & promotional item design Digital design Motion graphic design & execution Multilingual implementation Custom HTML development

Meeting diverse audience needs can be a challenge. A thoughtful, layered messaging approach with the provider’s needs at the forefront helped EyeMed breakthrough to their busy audience segments.

Services:

Messaging & tagline development Content development Print, packaging & promotional item design Digital design Motion graphic design & execution Multilingual implementation Custom HTML development

Challenge

EyeMed has 28,500 vision care providers contracted on their various networks and each of them have their own support staff. This leads to a wide array of constituents, each with varied wants, needs and methods of preferred communication. With a constant need to communicate with their providers due to regulatory and process changes, new enhancements and more, EyeMed also has to walk a fine line between effectively communicating with their busy audience and inundating them with too much information.

Portions of the custom HTML emails, in English and Spanish, shown with one of EyeMed's custom photos of an optometrist and happy patient during an eye exam.
Portions of the custom mailer created for the Remittance Advice Redesign engagement campaign.

Strategy

It was critically important for our team to help EyeMed develop a strategy that would enable regular communication while keeping content valuable for the brand’s target audiences. This meant not only finding the correct cadence, but also the correct channels and the right messaging – all by segment. We focused our overall messaging strategy on continued connection with different types of providers and support staff through a multi-channel approach. To ensure providers and staff could engage when their schedules allowed, we kept initial communications ‘bite-sized’ with access to additional learning materials on the company’s self-service portal so that they could dig deeper later.

 

Results

The initial multi-channel campaign included brief custom HTML emails and postcard mailer with a reminder magnet promoting the key features of the EyeMed self-service portal site. Both directed recipients to the portal to explore motion graphics, eLearning modules, plan information and more.

It generated excitement and improved provider engagement rates with the portal. Building on the success of the communication model, we partnered with EyeMed on similar campaigns like communicating the user-driven enhancements to the remittance advices used to reconcile billing.

 

Do you need help connecting with a diverse audience? Let’s talk!