Advertising is critical to the ongoing development of your practice. Make sure you’re getting your message to the right people through the right channels — whether it’s print, broadcast, interactive or other media.

To reach the primary target group of young, female consumers, between the ages of 13-39 years, choose a form of media that mirrors the lifestyle and interest of this group, and demonstrates high usage within this demographic group (demo).

Recommended Media

Internet

This target has very strong Internet tendencies. More and more regional sites appear daily, the strongest of which are online versions of local newspapers. Additionally, nearly all of the newspaper sites are selling online advertising. This provides an opportunity to link to your Web site. Look for the best cost-per-thousand (CPT) for placement. Also look for opportunities to sponsor specific areas of the sites.

Radio

Radio is very strong in this demo. Formats that are appealing to the target tend to be Adult Contemporary (AC), Soft Rock and even Urban, depending on the market. Try to compare the cost of the different stations as well as partnership opportunities to find the most cost-effective approach.

Newspaper

Consumers within this young age group predominately focus on the main news, lifestyle and entertainment sections of the newspaper. In addition to local newspapers, consider alternative weekly publications to key in on the younger members of the target audience.

Direct Mail

Segment your patient/customer list by spectacle wearers only and conventional lens wearers between 15 and 39 years of age. When creating your message, remember to give the reader a reason to respond now. Include a response mechanism such as a reply card, phone number or coupon for the reader to bring into your practice.

Colleges and Universities

Considering the youthful demographic for contact lenses, advertising through local colleges and universities can often provide an excellent return on investment. Look for opportunities to place ads in student publications, such as college newspapers or programs at sporting events. Also, find out if the college radio stations in your area sell advertising time. If they do, the cost will likely be minimal and well-justified by the return. Lastly, when advertising at colleges and universities, consider offering special promotions specifically for students at that institution (for example, "10% off all purchases with State Union card").

Additional Media Tips

• Remember, you must plan your promotion far enough in advance   to allow for the necessary lead times for the media you have   chosen.

ACUVUE® BIFOCAL Contact Lenses

To reach the targeted group of presbyopic baby boomers, aged 40 to 60, the closest media demographic breakout is adults 35 to 64. Select media that mirrors the lifestyle and interests of this group, has a high usage within the age bracket and provides high believability and credibility. Use a combination of media to target the varied interests and habits of presbyopes.

Recommended Media

Newspaper

Request placement within the Business, Travel, Sports, Money or main news sections. Incorporate an offer such as free offer certificate or dual purchase offer.

Radio

Although Baby Boomers are not heavy radio listeners, investigate specific programming that targets their age group, such as news and talk-radio shows. Also look at station formats that may be more appealing to them, such as classical, rock or jazz. Ask the radio stations to provide cost-per-thousand information for adults 35 to 64, and compare this cost to other stations and media to find the most cost-effective media options.

Direct Mail

Direct mail can be an efficient way to market directly to this defined audience, and it allows you to provide more detailed information. Segment your customer lists by age and vision correction needs to mail to those individuals between 40 and 60 years old who wear spectacles (reading, bifocal and multifocal), who were unsuccessful with monovision correction or may be emerging presbyopes. You may wish to augment your own database list with a purchased mailing list to 40 to 60 year olds within your geographic market area. To boost direct mail effectiveness, include an offer, either a free trial pair, a special limited-time offer on professional fees, or a dual purchase (contact lenses and spectacles) price-point offer. Also include a response mechanism, such as a reply card, phone number, free-trial certificate or coupon.

Additional Media Tips

• Internet advertising's current user profile nicely fits the   presbyopic baby boomer target. Investigate opportunities that   cost-effectively match your geographic and demographic needs.
• Consider underwriting a programme or programs on your local television or radio stations. These messages should mention both ACUVUE® BIFOCAL contact lenses and your practice(s).
• Check out other opportunities, such as theater ads or partnerships that allow you to tie in with local concerts, museums and theaters.
• Remember, you must plan your promotion far enough ahead to allow for the necessary lead times for the media you have chosen.

1•DAY ACUVUE® Contact Lenses

Develop a media plan that will effectively reach the target audience of 13 to 39 years of age, with a 70/30 female/male skew. Consider media that will appeal to individuals who have discretionary income, who are physically and socially active, who are inclined toward vanity purchases, and who are interested in a healthy lifestyle. Provide heavy frequency against this group as opposed to less frequent messages to a broader audience.

Recommended Media

Radio

Because the majority of contact lens wearers are more physically and socially active and have a higher education and income level than the general population, select stations with formats that draw those type of listeners. Some suggestions include alternative rock, album oriented rock and contemporary hits. Consider sponsorships of special programs. Radio stations can provide media kits that include information on audiences, rates and packages. They can also help you determine the cost-per-thousand to evaluate the cost to reach one thousand members of your target audience. This will allow you to evaluate the cost of radio advertising vs. other media considered.

Newspaper

While newspapers skew slightly toward those aged 35 and older, Sunday papers reach a larger, more diverse audience. Consider sections that appeal to a younger, active market, such as entertainment and fashion/style.

Direct Mail

Segment your patient/customer list by spectacle wearers, occasional contact lens wearers and conventional lens wearers. When creating your message, remember to give the reader a reason to respond now. Include a response mechanism such as a reply card, phone number, Web address/email address or a coupon for the reader to bring into the store.

Additional Media/Promotional Opportunities

• Cinema advertising is a way to reach this target audience. Research assures this demo goes to the movies.
• Kiosks in shopping centres target this consumer in a favourite environment.