HOW DO YOU CREATE A PREMIUM BRAND IN A PRICE COMPETITIVE MARKET?
While the more retail-oriented laser vision correction providers go to market with a low-price strategy, TLC takes a different approach. The low-price leaders relied on selling upgrades to patients, but TLC offered the full procedure at one price.
The insight was that affluent Millennials weren’t price-sensitive when it came to treating their eyes to achieve better vision. They regarded the low-price procedure as risky and believed that quality came with a higher price.
These Millennials see themselves as unique individuals who want to live their best lives. And to do so, they want the best possible vision, customized to them.
We created a campaign that held up a mirror to these patients and showed them that TLC understood their individuality and can give them the vision that’s perfect for them. We showed how TLC can help them get to how they envision themselves because only TLC knows them and how they live.
In the year after the campaign launched, procedures at TLC centers rose 12 percent.