CHALLENGE
EyeMed needed to rapidly expand its base of eye care providers in key markets across the U.S. As a regulated industry with requirements – and competition – varying by state, messaging had to be customized for each market.

Providers met previous marketing efforts with resistance because of misconceptions about EyeMed, so dispelling those misconceptions was critical to breaking down barriers and opening doors to an expanded network, offering plenty of choices for the approximately 47 million Eyemed members.

STRATEGY
EyeMed had a great story to tell, with a focus on win-win solutions that help providers be more profitable, simplified plans that save providers time and money, and an enhanced member locator that helps members find the practice that’s right for them. The company places strong emphasis on member education and the importance of receiving regular vision care. That means that members are encouraged to use their benefits, which helps providers, too.

Using the bright, colorful and engaging EyeMed brand guidelines, Sanger & Eby has created various vibrant, adaptable campaigns that hone in on the benefits of doing business with EyeMed. Aspirational lifestyle photography, catchy headlines, compelling statistics and strong calls to action draw attention to the message and spark a desire to learn more, igniting opportunities for the EyeMed sales team to create connections. Communications are adapted to each target market, and the foundation of each campaign means customized communications can be created more efficiently.

RESULTS
Provider campaigns have been rolled out in markets across the country, sparking jaw-dropping results with contract rates as high as 80% for some campaigns. EyeMed continues to roll out more of them and has received an increased demand from partners to create provider campaigns as well. EyeMed continues growing on all fronts, with fantastic benefits to all involved: members, providers, partners and EyeMed itself.