Cross-channel customer acquisition campaign

Helping a healthcare pioneer shine a fresh light on life-changing eye surgery.

We were tasked with devising a proposition and creative execution that spanned multiple types of operations. We delivered a very strong campaign based on consumer insight and creative with real substance. A core understanding of customer needs was vital

Hannah Williams, Client Services Director

Audience understanding

Helping people overcome barriers to better vision

Optegra is an eye healthcare business operating in the UK and four other countries. It runs a network of hospitals where corrective procedures take place. WPNC was appointed following a pitch to develop a new campaign to drive interest by signing people up to a free consultation in the run-up to the busy January treatment period.

New Year is traditionally a time when people take the plunge to opt for elective eye surgery. However, many patients need a nudge before making a final decision as eye operations understandably provoke anxiety – however small the risk.

WPNC wanted to understand the many reasons people want to have their sight corrected, ranging from ease of playing sport or attending a music festival for a younger audience, to lens replacement for eye health among older patients. The agency’s research uncovered a series of common “little niggles” that lead people to consider eye surgery, as well as convincing them to go ahead with treatment.

Spotlighting strengths

Giving patients reasons to believe

The market for private eye treatment is competitive, so WPNC needed to showcase Optegra’s unique approach to patient care. The agency was careful to prove it understood the business’s experience, choice of treatments, customer testimonials (Optegra fares particularly well with Trustpilot reviews), its estate of dedicated hospitals and overall value. This was all part of the process of keeping prospects on track to go through with treatment.

Creative at speed

Rolling out an eye-catching campaign

One of the most challenging aspects of the brief was the initial tight deadline. As the pitch was completed close to the end of the year, the agency had only six weeks to devise and deliver a direct response-based, integrated campaign to boost new-year bookings for Optegra’s procedures.

Now closer to the audience through the planning process, WPNC moved on to interpreting their thoughts into engaging creative. Executions across TV, outdoor, print, inserts and digital channels displayed eyes as a “crystal clear” focal point of faces. The work used Optegra’s strong brand colours accompanied by accessible strap-lines such as “Make your specs an ex” and “Lose your specs. For good”.

The campaign has been extended using the theme “Smile”, reflecting SMILE laser eye surgery that is available through Optegra. The campaign retains the focus on the eyes while playing on the smile as a reflex action associated with happiness, encapsulating the pleasure and freedom perfect vision can bring.

Generating enquiries

WPNC’s work has grown Optegra’s vision correction procedures across a range of treatments; raised awareness of hospitals around the country will local prospects; and maximised business in London, which was an additional key objective. WPNC has also completed work on Optegra’s landing page reflecting the campaign, to harmonise offline to online journeys for customers and prospects.