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Overview

After expanding services and acquiring other practices, Grand Rapids Ophthalmology committed itself in 2004 to developing and communicating a consistent brand position to the West Michigan market.

They sought the assistance of ddm to guide through a strategic brand positioning process. This process yielded a number of key messages including:

  • Grand Rapids Ophthalmology offers complete eye care coverage – from routine services and medical diagnosis and treatment, to the latest in laser vision correction services.
  • Grand Rapids Ophthalmology has world-class doctors and a dedicated, patient-focused staff.
  • Grand Rapids Ophthalmology is equipped with leading edge technology.
  • Grand Rapids Ophthalmology is conveniently located at seven locations throughout West Michigan.
  • Grand Rapids Ophthalmology is a premium service provider in vision care.

Now, as they continue to monitor their current marketplace position and anticipate the future competitive landscape, Grand Rapids Ophthalmology made a decision to proactively increase their communication presence in the marketplace – but with a new focus. The brand elements established in the last two years will not change, but the way they are communicated will.

Key Marketing Messages

Rather than focus on specific components (such as technology) that are less likely to connect with the primary needs of a person considering an eye procedure such as LASIK, the new campaign is meant to highlight results. People come to Grand Rapids Ophthalmology to improve their vision or deal with medical eye issues. Grand Rapids Ophthalmology earns a relationship with them by providing a solution to their vision and medical problems. While the resources offered matter immensely, and they will continue to share those capabilities, Grand Rapids Ophthalmology seeks to establish a personal relationship with the consumer. Of course, they will always have the best technology available.

The new campaign initially focused on sharing the stories of everyday people with various needs. More importantly, these stories share how they sought the assistance of Grand Rapids Ophthalmology and received the help they needed to solve their specific issue. That’s why they ‘see’ Grand Rapids Ophthalmology.

Execution

Starting in mid-September 2005, the presence in the media for Grand Rapids Ophthalmology increased along with the newly focused message. The primary media vehicles were reviewed to improve frequency and prominence where possible – while controlling the original media budget increases.

A few months later, a financing message component was added to the campaign. Print advertising has generally shifted from display advertising to 10” x 12” two-sided newspaper inserts that will allow Grand Rapids Ophthalmology increased messaging about LASIK as well as overview the general services they offer. This is also reflective of the habits of the audience as well.

In addition, two new broadcast television spots were developed to air in the West Michigan area.

Designed and created by DDM Marketing & Communications.