Dr. Khanh Pham and Dr. Warren Chen are two young, passionately committed optometrists, each with an exceptional talent for spotting the very latest in eyewear trends. After working with other eye clinics for a few years, both doctors felt the need to open their very own practice so they could provide exactly the kind of care they wanted to each patient.
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Launching a new brick-and-mortar clinic during COVID-19 was a daunting process that came with a lot of highs and lows. Still, as first-time entrepreneurs, Drs. Pham and Chen didn’t want to go “half in” with their go-to-market strategy. And despite the saturation of the eye care market, the doctors knew their quality of care and fresh look could offer consumers something truly special.
But the doctors needed a strategic partner to help ensure prospective patients could recognize the new clinic’s appeal.
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Joieful’s main branding goal for Glimpse Eye Care was to distinguish the clinic from its chain competitors using distinctive value propositions. We developed these with the help of extensive market research as well as an intensive branding workshop that leveraged valuable input from the two doctors.
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Our resulting brand strategy document clearly laid out Glimpse Eye Care’s most desirable patient personas, offering a comprehensive blueprint for how to attract these potential clients. We also provided a detailed vision for next steps that would help Glimpse better infiltrate its target market.
Joieful also presented Glimpse with a beautiful and dynamic website highlighting the more stylish elements of the practice – all designed to appeal to the clinic’s coveted demographic of young women and their families. In keeping with this youthful aesthetic, we made sure Glimpse Eye Care’s featured eyeglass frames were consistently placed at the forefront of the site to emphasize the company’s carefully curated selection of eyewear.
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Our key advertising objective was to add more patients, which meant we made every effort to increase calls, online bookings, and chat message engagement. These efforts started two weeks before the clinic’s grand opening and they were instrumental in helping the practice break even within its first month.
To grow the practice from there, we investigated winning keywords, audiences, ads, and geolocations.
Once we understood Glimpse’s brand and acquainted ourselves with their target consumers, Joieful got to work on driving customers into the Glimpse practice.
Creative direction for our advertising program included photo and video shot lists introducing the doctors and their team (as well as showcasing the Glimpse patient experience). We also implemented ad-oriented graphic design and copywriting to round out the ads.
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Glimpse straddled the Texas cities of The Woodlands, Tomball, and Spring. We found The Woodlands had the largest converting audience and shifted our strategy accordingly.
Eventually we found that, though the practice offered specialist services such as glaucoma and cataract treatment, the highest performing keywords in Glimpse’s target area were general ones such as “eye doctor” and “eye exam,” and so we focused our efforts on capturing as many of these as possible, while aiming for a budget of $25 per conversion.
Next, we continually monitored winning ads, creating more content and copy to test each month based on the campaigns that we reviewed with the client on an ongoing basis.
Once we understood Glimpse’s brand and acquainted ourselves with their target consumers, Joieful got to work on driving customers into the Glimpse practice.
Creative direction for our advertising program included photo and video shot lists introducing the doctors and their team (as well as showcasing the Glimpse patient experience). We also implemented ad-oriented graphic design and copywriting to round out the ads.
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month to break even in sales
Our key advertising objective was to add more patients, which meant we made every effort to increase calls, online bookings, and chat message engagement. These efforts started two weeks before the clinic’s grand opening and they were instrumental in helping the practice break even within its first month.To grow the practice from there, we investigated winning keywords, audiences, ads, and geolocations.
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clicks to call and book appointments
Glimpse straddled the Texas cities of The Woodlands, Tomball, and Spring. We found The Woodlands had the largest converting audience and shifted our strategy accordingly.
Eventually we found that, though the practice offered specialist services such as glaucoma and cataract treatment, the highest performing keywords in Glimpse’s target area were general ones such as “eye doctor” and “eye exam,” and so we focused our efforts on capturing as many of these as possible, while aiming for a budget of $25 per conversion.
Next, we continually monitored winning ads, creating more content and copy to test each month based on the campaigns that we reviewed with the client on an ongoing basis.
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Google Ads conversion rate
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