In addition to ensuring that patients are hearing the message about the importance of an annual eye exam, we’re promoting the profession of optometry.
Consumers are inundated with messages everywhere they turn—gone are the days of advertising limited to billboards, TV commercials and between the pages of a favorite magazine. Different industries employ new tactics each year to get the public’s attention to change behavior. The vision industry is no different, and Think About Your Eyes is doing exactly that.
Think About Your Eyes has “grown up” since its launch in 2008. What started as a nine-city pilot to test an advertising program has grown to a national public awareness campaign, incorporating traditional advertising with paid search, social media and media relations efforts.
In 2018, Think About Your Eyes messaging was seen more than 1.5 billion times, leading to more than two million visits to ThinkAboutYourEyes.com, where patients searched for a doctor near them and learned more about vision health.
Think About Your Eyes continues to evolve to ensure that patients are exposed to our message. Each year, the advertising mix is reevaluated to invest in the message platform gaining the most traction. We strive to meet our audience where they are and where they are growing in numbers—this led to our newest social channel—Think About Your Eyes on Instagram (Instagram.com/ThinkAboutYourEyes), which launched in January.
In addition to ensuring that patients are hearing the message about the importance of an annual eye exam, we’re promoting the profession of optometry. With the support of the AOA, 46 state associations, AFOS and independent ECPs, we’re reinforcing the vital role optometrists play as vision and overall health advocates.
At the end of the day, this campaign isn’t possible without companies in the industry standing behind it. The support of The Vision Council, Alcon, Essilor, Luxottica, Johnson & Johnson Vision, Hilco, NVI, Transitions, Eschenbach, SpecialEyes, GUNNAR, Walman, WestGroupe, Compliancy Group, Vispero, Vision Expo, Jobson, First Vision Media Group and All About Vision is crucial to the campaign’s continued success, and we are greatly appreciative of their leadership and resources.
Join us in reaching millions of patients in 2019 by supporting Think About Your Eyes: upgrade your basic listing to premium to receive additional functionality on your listing, talk to your state association about supporting the campaign if you’re not in a leadership state, and ask sales reps in your office why their company doesn’t support the campaign that’s promoting the industry. TAYE’s success is a group effort, and we’re proud to have you on our team.
Jane Mell Balek is executive director of Think About Your Eyes. Think About Your Eyes is the vision industry’s public awareness campaign, promoting the importance of an annual eye exam. First Vision Media Group is a media partner of Think About Your Eyes.