Eye health awareness campaign wins marketing competition

Winning campaign an innovative idea linking breast cancer with eyecare

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Photo of Colin Kerr

The winner of the 4th annual ESCRS Practice Management and Development Marketing Competition is the Instituto Oftalmologico Aisenberg, Buenos Aires, Argentina. The winning entry brought together breast cancer screening on International Breast Cancer Day (16 October 2016) with an eye health awareness initiative. The campaign in September & October 2016 was accomplished on a budget of €245. It used memorable images of breasts and optical instruments on the institute’s Facebook and Twitter channels, plus brochures in the waiting rooms and billboards throughout the building to encourage women to make appointments for a free eye screening if they brought a mammogram that was less than 6-months old. ‘The institute’s campaign was an innovative idea linking a major disease with eyecare,’ said Paul Rosen, chair of the ESCRS Practice Management Development Committee and a marketing competition judge along with marketing consultant Kris Morrill. ‘Not only was the campaign innovative, but it was done on a small budget with great results and it targeted a wide age range of patients,’ said Rosen. Campaign Metrics As a result of the campaign, the institute saw an increase of almost 80% in new female patients during the month of the campaign . The campaign also resulted in a 7% increase in male consultations. ‘These men were probably advised by their partners – influencers when searching for medical attention– to attend the clinic as a result of the positioning we achieved through the campaign,’ said Leandro Aisenberg, the institute’s marketing coordinator. An added benefit was access to a free eye exam for people who normally could not afford a private consultation at the clinic, he added. The Instituto Oftalmologico Aisenberg will receive a €1,000 bursary to attend the 36th Congress of the ESCRS in Vienna, Austria where they will present their campaign during the Practice Management and Development Programme.  
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