Case Study:
Ophthalmology Marketing Strategy
About New Vision Eye Center
New Vision Eye Center delivers world-class eye care to Florida’s Treasure Coast. Their team of board-certified ophthalmologists uses leading-edge technology and a well-trained staff to give exceptional patient care. New Vision offers surgical procedures for many complex conditions of the eye, including cataracts, eyelid correction, macular degeneration, floaters, and LASIK. With the over 20 years’ experience in ophthalmology marketing from our CEO, Carrie Adams, Adams Media Group has an intimate understanding of their services and company goals as their exclusive healthcare marketing agency.
video by Adams Media Group
Challenges
Before working with AMG, New Vision Eye Center focused heavily on paid media and print advertising. AMG developed an integrated digital and traditional ophthalmology marketing plan that helped New Vision refocus the media budget to bring in the right qualified traffic.
AMG also helped New Vision with earned media strategies to gain exposure from editorial content, saving thousands of dollars in media buying.
THE SOLUTION
How We Built an Integrated Ophthalmology Marketing Strategy
Building Local Connections for Earned Media Relations
Establishing an on-going relationship with local media outlets was critical for providing a cost-effective way to receive earned media placements. With the connections of Carrie Adams, CEO, New Vision received pickups from highly-viewed local publications such as:
- Vero Beach 32963
- Vero Beach Magazine
- Indian River Magazine
- TC Palm
- Vero/Sebastian News
- Melbourne Beachsider
These earned media articles were a direct correlation to the knowledge and expertise of the Adams Media Group Team. New Vision acquires articles in local publications that save them thousands in print advertising dollars, all while increasing their reach to local residents.
Social Media Marketing to Increase Brand Awareness
Social media is one of the primary outlets for New Vision to spread brand awareness online. We’ve developed extremely active social media campaigns to drive brand awareness on Facebook and Instagram at astonishingly low CPM and CPC results.
Google Reviews for Increased Referrals
A patient-focused business like New Vision depends on word-of-mouth referrals to build a relationship of trust with the local community. We understand that patient reviews are regularly looked at when online browsers are searching for a facility to trust with their vision care. Working alongside New Vision staff, our experts manage a successful Google review campaign that receives honest feedback from real patients.
In less than one year, New Vision has received over 180 authentic 5-star patient reviews.
Developing Content for Search Engines
To increase SEO page rank, we create monthly blog articles to build necessary internal linking while targeting long-tail keywords. The monthly articles also serve as an excellent patient education resource to prepare for the care they can expect to receive at New Vision.
New Vision Website has now received over 1.7 million organic website impressions with the help of our talented SEO specialists, and we’ve successfully brought every identified primary keyword page 1 of Google SERPS.
Creating Community Relationships with PR Outreach
New Vision takes extraordinary care beyond the doors of their facility. Aside from their unmatched patient care in the ophthalmology field, they are a company compelled to give back to the community. Our public relations team work alongside New Vision to maintain community relationships and plan educational events, offering free services and screenings to the people in the community who need it most.
Creating Truly Original Content
Adams Media Group provides regular in-house videography and photography to ensure all advertising material includes the actual representation of New Vision Eye Center and the technology and the unparalleled services they provide to their patients.
The content we create is used to provide genuinely original visuals to New Vision’s integrated marketing strategy. We routinely write, produce, and publish campaigns for both digital and print advertising.
photography by Adams Media Group
We’re the ophthalmology advertising experts.
let’s take your practice to new heights.