Growing from its origins as a small practice to become a leading vision care and surgery center, Rand Eye Institute of Deerfield Beach, FL, has helped thousands of people in south Florida with their eye care needs over more than three decades. Although it doesn’t face direct competition in its immediate area, remaining top of mind and bringing in new patients who could benefit from procedures like LASIK surgery is a top priority. To help bring in those new prospective patients, Rand Eye Institute worked with Comcast Spotlight to reach them with a targeted video advertising campaign.
Rand Eye Institute had two primary audiences: adults aged 18-34 and 25-54. It focused primarily on the younger of those audiences, with geographically targeted advertising within about 20 miles of its location. The media plan included a significant increase in the number of cable networks included when compared to previous efforts: from five to more than 20 networks in all. The mix included broad-appeal and niche networks including ABC Family, Animal Planet, Bravo, CNN, Discovery, DIY, FOX News, History, HLN, mun2 (now NBC Universo), MSNBC, Spike and USA. Digital marketing incorporated a blend of static and in-banner video advertising to help brand the business and link consumers directly to its website.
Rand Eye Institute’s year-over-year number of new patients grew 20%, including a 10% increase in eye surgery patients. Aligning with the facility’s goals, there was a 30% increase among patients aged 18-34, a prime age group for LASIK procedures. Visits to Rand Eye’s website increased by 150%, exceeding its goal. In all, there were more than 1,800 click-throughs from digital advertising.