Bascom Palmer Eye Institute, part of the University of Miami, is ranked the number one eye hospital in the United States by U.S. News & World Report. Known for its expertise in the diagnosis and treatment of eye disease, Bascom Palmer is also a leader in the field of laser eye correction surgery, pioneering new equipment and procedures including IntraLASE.
IntraLASE, the next generation of laser eye correction surgery, when combined with Custom LASIK, delivers a new level of precision and safety to patients. Based on clinical trials, 98% of patients achieve 20/20 vision or better and 70% attain an amazing 20/16 or better.
Despite its prestige, Bascom Palmer faces stiff competition from other providers including low cost laser eye surgery clinics. Read Full Case Study
CHALLENGE
Create awareness for Bascom Palmer as the leading source for laser eye correction and generate patient inquiries and surgeries throughout its system of LASIK Centers located in Miami, Plantation, Palm Beach Gardens and Naples.
STRATEGY
Develop a series of print and online ads to target prospects who are considering laser eye correction surgery. Utilize a combination of various-sized print and online ads placed in newspaper main news, health, sports and community sections to tell the Bascom Palmer credentials story — establish its leadership position and differentiate from competitive providers. Use weekly newspaper and online ads to generate qualified inquiries for Bascom Palmer LASIK surgery.
RESULTS
Through an online system of capturing, qualifying and forwarding prospective Bascom Palmer patients electronically, lead generation has averaged 50 qualified leads per week, with increased traffic to the call centers. Precise ROI figures are confidential.
