Contact Lens Brand Demographics: A Guide to Who Wants Which Brands
Until now, ECPs have not been able to readily access demographic information for consumers who express an interest in a particular brand of contact lenses. This meant that if practitioners wanted to narrow down the target audience for a particular contact lens brand offering, they had to guess the target demographic.
In reality, this usually meant blasting out a broad offer to everybody (not a targeted message explaining the features and benefits of a particular brand of contact lens), expecting a 10% response rate and being very disappointed that the campaigned failed to meet your expectations. Too many ECPs have made this mistake, decided that direct marketing is too expensive or just doesn’t work and given up trying to promote contact lens wear in their practice through ongoing marketing activities.
The fundamental problems here are a lack of understanding customer segmentation, its relationship to targeted marketing and lack of benchmark demographic data to use as a target. This paper will explain the importance of customer/patient segmenting and why targeting improves marketing results (Return On Investment – ROI). Most importantly,
this paper gives ECPs the tools to be able to drill-down to a highly focused consumer demographic for a specific contact lens brand promotion without having to play the "guessing game."
If you’ve ever conducted an advertising or marketing campaign for contact lenses, you were probably not overwhelmed with the results of your efforts. While there were likely a number of factors that may have contributed to the campaign’s poor performance, this white paper will address one of the most important reasons why contact lens marketing campaigns fail: an improperly targeted audience.
Historical demographic information about contact lens wearers focused primarily on the entire population and is very broad in scope.
This paper breaks the boundaries of “proprietary” contact lens wearer demographics and offers contact lens fitters never before reported demographic information about consumers who conduct contact lens-related keyword searches. The demographics from these groups more accurately reflect interest in a particular brand of contact lens compared to traditional purchaser demographics, which are heavily influenced by what is being prescribed. Armed with the knowledge of who, by sex and age, is conducting online searches for branded contact lens products (Acuvue Oasys, Acuvue 2, Proclear, Night & Day, Focus Dailies, Acuvue Advance, O2Optix, Biomedics 55, 1-Day Acuvue and PureVision),
contact lens fitters/marketers can significantly improve campaign conversion rates, reduce acquisition costs and increase return on investment.
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