HOW DO YOU BUILD EQUITY IN A PRICE SENSITIVE MARKET?
Corporate-owned laser vision correction clinics compete viciously on price. Advertising for procedures begins and ends with price. Companies warily circle each continually monitoring each other’s pricing and dropping theirs if they think they might snag a temporary advantage. To make up the margin, they upsell the patient with various add ons bringing the average total cost to as much as 40 percent over the advertised low price.
LVI wanted to break the cycle and establish a brand identity beyond being a low cost provider. We conducted an extensive amount of quantitative and qualitative audience research.
We came to the insight that patients considering surgery needed to understand a positive objective they could relate to in order to take affirmative action and get the surgery.
We created a campaign that included television, print, digital and in-clinic patient education materials.
In the year after the campaign launched, procedures at LVI clinics were up 22 percent.