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.
The Big Ask:
How do we show patients there's a better way?
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.
Our approach deployed captivating imagery, a vibrant color palette, and visual homages to UAB Callahan Eye's iconic mid-century hospital and prominent lenticular sculpture "Complex Vision," by famous kinetic artist Yaacov Agam.
The Big Insight:
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.
The Big Results:
52M
Brand Exposures In-Market
35k
New Website Users
48K
Website Sessions
37.7%
Increase in clinic visits year-over-year
The 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.
