|Jon Torrey is executive director of Think About Your Eyes, an industry- and doctor-funded public awareness initiative promoting the importance of an annual eye exam and overall vision health. First Vision Media Group supports Think About Your Eyes as a media partner.|
The year 2016 will be remembered as a time of tremendous growth for Think About Your Eyes. Research early in the year showed that the campaign drove 828,000 incremental eye exams and $320 million in industry revenue during the previous year alone. With this momentum, the campaign was set up for success in 2016 and delivered.
Beginning January 1, 2017, Think About Your Eyes welcomed Johnson & Johnson Vision Care as the second major contact lens company to support the campaign. As of now, 21 industry companies are campaign partners, representing a wide range of the industry, from low vision to labs.
Thanks to the support of new partners and increased contributions from existing partners, Think About Your Eyes is able to increase advertising for the year. For the first time, Think About Your Eyes ads will be on air for three quarters, up from two quarters in previous years. TV advertising started February 13 and will run through the end of the third quarter. The Think About Your Eyes campaign appears on cable TV and online on radio, display and banner ads.
Support from doctors continues to grow, with 37 state optometric associations now supporting the campaign at the Leadership level. This gives all members a basic listing on the online practice locator for free or at a greatly reduced price, and doctors can upgrade at a similar discount. With this support, the locator has more than 19,000 listings, enabling patients around the country to find a doctor near them. ThinkAboutYourEyes.com recently reached 3 million visitors since its launch in 2013.
Practices can support Think About Your Eyes in several ways. Purchasing a listing on the locator not only gives direct visibility, but it also improves your ranking in local Google searches. Upgrading to a Premium listing can grow patient engagement by as much as eight times and further improves Google search rankings.