Case Studies

Defining The Customer BuyWay For Growth

TLC Vision is a $300 Million eye care services company with a leading position in $2.8 Billion Refractive (Lasik Eye Surgery). Their Traditional GTM Strategy relied on Optometric referrals and the corporate competitor disrupted the market by introducing direct-to-customer (DTC) advertising model. TLC sought to compliment OD model with DTC.

Challenges

TLC did not understand the different market segments nor the steps customers took to make decision to have Lasik surgery Although an early adopter of technology TLC did not believe it had fully leveraged the benefits of the new technology (i.e. Intralase) Concerned positioning was not clear Limited experience in customer marketing – broad reach or targeted via direct or internet; lacked communication strategy Market share was stable but recently ceded leadership to a competitor

Approach

Develop and execute a brand architecture providing point of differentiation and preference at each point in the purchase process Define customer segments, understanding how the purchase decision is made Develop Value Proposition and Brand Architecture Define differentiating benefits and map to each touch point to drive purchase intent Activate segmentation by developing questions that define segment/point in purchase process Define creative strategy and implement awareness building campaign Develop tailored web / direct communications and testing and metrics to assess effectiveness

Results

An 18% increase in leads, consultations and procedures A 50% increase in awareness 200% increase in direct marketing effectiveness Online consultation bookings grew from 5% to 15%, reducing Call Center Costs

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