The Big Challenge:

UAB Callahan Eye, a national leader in specialized vision care, faced excess clinic capacity as patients chose convenience at big-box retailers; and desired to shift patient preference from transactional care back to Callahan’s expert clinics located across the state of Alabama.

The Big Insight:

Although convenience is important, people still prioritize personalized eye care for better vision and health. With several clinics across the state and an expert staff at each location, Callahan makes exceptional eye care easily accessible.

How we went big:

Embracing creative disruption, we developed a campaign for Callahan that was very much that in its difference. Goodbye clinical healthcare feel, hello more lifestyle-driven, emotionally engaging creative. But bold, colorful, in-your-face-in-a-good-way work was just the beginning.

How we went bigger:

To boost patient volume, we implemented a hyper-localized media strategy with targeted creative for those near Callahan clinics. Utilizing audience segmentation, geo-conquesting, and digital ad optimization, we delivered precise messages at ideal moments to the right audiences.

Big Impact:

Just a month after the campaign launch, consumer consideration for annual eye exams rose 6%, while surgeries, clinical visits, and emergency visits grew 13% — propelling UAB Callahan Eye ahead of local giants like Walmart Vision.