TLC Vision
Defining Customer BuyWay For Growth
Challenges
- TLC did not understand the different market segments nor the steps customers took to make decision to have Lasik surgery
- Although an early adopter of technology, TLC did not believe it was effectively communicating the benefits of its superior Lasik technology (i.e. Intralase)
- Concerned positioning not clear
- Limited experience in customer marketing – broad reach or targeted via direct or internet; lacked communication strategy
- Market share was stable but recently ceded leadership to a competitor
Approach
- Develop and execute a brand architecture providing point of differentiation and preference at each point in the purchase process
- Define customer segments, understanding how the purchase decision is made
- Develop Value Proposition and Brand Architecture
- Define differentiating benefits and map to each touch point to drive purchase intent
- Activate segmentation by developing questions that define segment/point in purchase process
- Define creative strategy and implement awareness-building campaign
- Develop tailored web / direct communications and testing and metrics to assess effectiveness
Results
- An 18% increase leads, consultations and procedures
- A 50% increase in awareness
- 200% increase in direct marketing effectiveness
- Online consultation bookings grew from 5% to 15% reducing Call Center Costs
Bringing Marketing Spend Effectiveness Into Focus
Challenges
- Given the impact of the economy on consumer decisions with respect to elective surgery, the Lasik category is facing considerable pressure on procedure volume
- Under this economic uncertainty, the ability to quantify the impact of media and identify opportunities to improve efficiency and effectiveness of spending is critical
- Needed to develop a model that will allow us to determine the impact of different types of media and OD/MD referrals on leads, consults and procedures while controlling for market and unit characteristics
- Needed to allocate the marketing budget among media types and markets to achieve maximum performance and generate improved, measureable ROI
Approach
- Establish baseline set of metrics regarding lead generation activities, consultation requests and ultimately translation into actual completed procedures
- Create a Marketing Spend Effectiveness model based on historic spend levels across various media and marketing channels to help marketers make optimal decisions with linkage to specific business goals eg:
- Marketing impact by DMA and by medium
- Optimizing spend allocation across marketing budgets
- Assisted in rolling out new MSE capabilities and driving marketer adoption and compliance
Results
- Investment in robust and quantitative model yields a 10x ROI on efficiency and effectiveness
- Revealing the impact of unit mix drives 300% increase in direct mail leads
- Understanding how spending level impacts leads helped to fuel 18% growth in procedures year over year (over 4.5 times greater than the control group)