Healthy Eyes Advantage (HEA) is the largest vision care practice solutions network in the country, serving over 10,000 independent ODs, MDs and opticians nationwide. HEA was created from the consolidation of six buying groups and needed strategies to showcase their market leadership and prove a higher level of value. In particular, a key challenge was conveying the power of scale, while also portraying the strength and partnership of the professional community HEA represents – somewhat dichotomous concepts. We worked with HEA’s leadership to build a platform for their brand introduction and then drive share of wallet growth.
Leveraging HEA’s “Next Generation Marketplace” proposition, High Reason established a differentiated voice and message through the “Whatever Your Passion, We’re With You” brand platform. The program, and subsequent new member acquisition campaigns, not only built brand awareness and clarity but also attracted more members, increased share of wallet and reinforced value to current members.
High Reason assisted HEA with the launch and support of its brand through a variety of tactics and channels. We started with a digital and print campaign in leading vision care media and followed that up with a comprehensive trade show strategy for the largest vision care event of the year, which included a total design for their trade show booth and visitor experience. This included shooting testimonial videos with customers in the booth that we leveraged across multiple channels. From there we created marketing collateral, an email marketing campaign and direct mail programs that drove their growth and awareness objectives.
We are currently working with HEA on promoting their “Power Up” initiative which highlights the range of programs available to members in addition to their digital transformation. We are also creating segment marketing campaigns to target messaging and delivery to specific groups within their ecosystem. Their growth continues as they have now come together with another leading doctor alliance.