Healthy Eyes Advantage
Guiding the nation’s largest vision care buying group through brand launch and market education.
Healthy Eyes Advantage (HEA) is the largest practice solutions network in the country, serving over 10,000 independent ODs, MDs and opticians nationwide. HEA was created from the consolidation of six buying groups and needed strategies to showcase their leadership position. We worked with HEA’s marketing leadership to build a platform for their brand introduction and created materials and programs that helped them grow the brand.
Leveraging HEA’s “Next Generation Marketplace” proposition, we established a differentiated voice and message through the “Whatever Your Passion, We’re With You” brand platform. The program, and subsequent new member acquisition campaigns, not only built brand awareness and clarity but also attracted more members, increased share of wallet and reinforced value to current members.
Burdette Ketchum assisted HEA with the launch and support of its brand through a variety of tactics and channels. We started with a digital and print campaign in one of the vision trade’s leading publications and followed that up with a comprehensive trade show strategy for the largest vision care event of the year, which included a total design for their trade show booth. From there we created marketing collateral, an email marketing campaign and direct mail programs that drove their growth and awareness objectives.
HEA continues to grow in size and stature and is consistently recognized as one of the leaders in the vision care community.
- Brand Positioning & Strategy
- Digital & Print Trade Advertising
- Leadership & Member Testimonial Videos
- Trade Show Strategy & Booth Design
- Content Development
- Marketing Collateral
- Email Marketing
- Direct Mail