Industry: Healthcare

Year Completed: 2024

Situation: While working with a healthcare company, I led the marketing campaign for a free eye promotion targeting the company's active customer base. According to internal customer data, 90% of customers who complete an online exam also place an order within 3 days of completing their eye exam. To drive subsequent orders and revenue from this target audience, a free promotion was developed.

Challenge: Drive completed online eye exams followed by an increase in orders and revenue as subsequent orders are placed.

Goals:

• Generate an influx of incremental completed exams as well as revenue and increased orders.

• Increase awareness of exam benefits amongst current customers.

• Gain a deep understanding of the highest converting audience micro-segments to inform decisions in future promotions.

Solutions:

• Launch an incremental promotional campaign to a wide audience base to drive engagement.

• Include audience segmentation to analyze data by cohort.

• Introduce additional promotional placements in internal customer communications that have not been previously utilized.