EOYHF and UV Campaign | Oct – Dec 2019

End Of Year Health Fund Campaign

For many Australians, optical extras are one of the only tangible benefits they can claim from their expensive monthly premium. For those with calendar year benefits that expire on Dec 31, it’s a matter of use them or lose them.

Our Gen X female/mum target is conscious that as she nears the end of the year, family expenditure is on the rise with Christmas and holidays to plan. Leveraging available optical extras helps her to see value from her family’s health cover, whilst reducing the pressure on cash flow as she’s not paying the full cost for new eyewear. We know she’s carrying the mother load especially during this busy time of year, and your reminders to use health fund optical benefits are important and appreciated.

The Facts

• 66% of Gen X Mums have health insurance with extras
• 53.8% of Australians are covered with Private Health Insurance including extras
• $258 million was claimed in optical benefits Oct-Dec 2018

ProVision’s EOYHF campaign is designed to support you in claiming your share.

Creative Execution

What we’ve learnt is that when it comes to EOYHF marketing, keep it simple! We’ve kept to direct reminder messaging, and combined this with five creative options that you can choose from to suit your demographics:

• Gen X Women – select from 2 female only creatives
• Gen X Mums – 1 mother/child creative
• Gen X Males – select from 2 male only creatives

All five creatives are designed to work on their own or in any combination.

UV Campaign  

Your UV campaign leads with a strong and direct message as the 10 x fact plays on Australians’ awareness of the dangers surrounding skin damage and highlights the extremity of the danger to our eyes.

The creative maintains the consistent look of your End Of Year Health Fund Campaign, allowing both to be run in combination and highlights the importance of sun protection, grabbing your attention.

The Facts

•  Australia has some of the highest levels of UV radiation in the world.1
•  It has been estimated 20% of cataracts and almost 50% of pterygium treated every year in Australia is caused by sun exposure.2
• Cataracts is the most common elective surgery in Australia with 220,000 performed in the last year.3

Discussing UV protection is about providing thorough clinical care

We know that there is significant work to be done in communicating the potential impact of UV exposure on Australians’ eye health, and you are perfectly positioned as your community’s eye care expert to raise awareness around UV eye damage. Differentiate your practice through your clinical excellence by discussing UV sun damage with every patient and prescribing tailored eyewear solutions to provide future protection.

Creative Execution

We aim to connect to Gen X Mums on two levels – as a woman first and as a mother.

Appeal to the Gen X woman with the creative showing a woman in the Gen X age bracket wearing fashionable sunglasses while exposed to sunlight, however she is smiling and stress-free knowing that her eyes are protected. Our Gen X woman target is increasingly concerned about her own health as she is beginning to notice signs of ageing.

The second creative shows a young girl, looking over her shoulder with a knowing gaze. Gen X Mum’s number one concern is the health and safety of her children. For peace of mind that her family’s eye health is being monitored, we urge her to book an eye exam.

Campaign Registration | What’s Included?

ProVision offers you a wide selection of communications to support all your marketing for this campaign so you can implement a multi-channel, integrated campaign.

Window Pack

• 1 x Rigid banner to display on your window (Banner 900mm x 1350mm)
• 1 x Mini Disc and suction cup 30mm round

OR

Custom Window Display custom size poster, A-Frame, window decal and/or Duratran for lightboxes to display in-practice

AND

4 Month Marketing Schedule a comprehensive outline of ProVision’s recommendation for your marketing activities over September to December

ProMarket Materials range of personalised newsletter, direct mail, email and SMS templates to send direct to your database

New Patient Marketing Kit (Drop Box) Facebook imagery and instructions, Google advertisements and instructions, public relations materials, newspaper advertisements, website blogs and images, radio scripts and more

Cost To You

All registered members receive access to the ‘New Patient Marketing Kit’ (Drop Box) free of charge.

Comprehensive Members

Comprehensive Members receive the following materials free of charge, as an inclusion in their membership. Choose from:

• 1 x Window Pack –
  • Rigid Banner – 900mm x 1350mm
  • Mini disc and suction cup 30mm round

OR

• 3 x Custom Posters –
  • Custom size banners, A-Frame, Decal or Duratran (Lightbox)

Want additional materials? The following charges apply:

• Window Pack $149 ex GST
• Custom Poster $55 ex GST
• Mini Disc and suction cup $15 ex GST

Essentials Members

Your investment in campaign in-practice materials:

• Window Pack – $199 ex GST – Rigid Banner – 900mm x 1350mm andnMini Disc and suction cup 30mm round
• Custom Poster – $85 ex GST – Custom size banners, A-Frame, Decal or Duratran (Lightbox)
• Mini Disc and suction cup $20 ex GST

Questions? Please don’t hesitate to contact the ProVision marketing team

P      03 8544 3900
E      marketing@provision.com.au