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Campaign Tactics

Paid Media & Search

We will continue to use Facebook, Instagram and Google search as our campaign channels. In addition to the static creative, we will use video/ reels and amplify influencer content to further engage our audiences through real-time authentic storytelling. Our storytelling will encompass evergreen messaging around eye health, with a focus on urgent care.

Reminder Messaging: Eye Health

Capitalizing on the success of previous paid campaigns, we will continue to drive awareness of general eye health messaging. Eye Health content will be targeted towards parents with children aged 4-18, reminding parents to book eye exams for themselves and their children. The creative will include a mix of imagery featuring adults and children.

New Messaging: Urgent Care

As an addition to the 2022 campaign, we will promote urgent care messaging against broader targeting of Adults 25-54 who are interested in health and personal care. Similar to the eye health messaging, we will amplify influencer content.

Paid Destination: Find a Doctor tool

All paid traffic will drive our audience to the Find A Doctor tool landing page, where they will be encouraged to use the tool to book an appointment with a Doctor of Optometry in their community. We will continue to track how often the FAD tool is being used, however our main objective will be to drive website visits, measured through link clicks.

There will be three phases for the 2022 paid media campaigns and the Google search campaign will be “always on” from May to December.

Paid Media | Phases Influencers

BCDO will leverage influential, diverse, BC-based voices who have built trust with their audiences when it comes to wellness and navigating a busy life as a parent and urgent eye health. They will remind British Columbians of the importance of eye care – calling out increased screen time during the pandemic as a proof point.

Influencers will develop concepts rooted in “You've only got one pair of eyes” by showing a highlight reel of all of the beautiful moments they see in their day. They will utilize Instagram captions and Instagram stories’ link stickers to drive traffic to CTA for the Find a Doctor tool.

Survey

This year’s survey will go beyond understanding how British Columbians’ awareness and perceptions of eye health has shifted over the past two years, to looking at specific social issues related to eye health in the province and positioning BCDO as part of the solution. We recommend diving deeper into various audience groups looking at the inequality gap in eye care in the province and the barriers to access among various groups (low-income families, rural communities, etc.).

In addition, we will identify the unhealthy eye care habits of British Columbians and assess levels of awareness about visiting an optometrist for urgent eye issues. The most impactful findings will be leveraged to develop earned media communications that can be released throughout the course of the campaign and the survey results will provide insights that will help guide digital campaigns.

Earned Media

We will work with Edelman and consult BCDO’s subject matter experts and leverage information from the 2022 research survey to help develop story angles and a media relations approach to strengthen the narrative: “You’ve only got one pair of eyes”. Subject to the 2022 survey findings, this year’s earned media campaign will focus on one or both of the following topics and will position BCDO as part of the solution:

• The eye health inequality gap in B.C. • Unhealthy eye habits of British Columbians.

Organic Social Channels

We will share our message on social media to provide value and comfort. Facebook and Instagram remain our high-priority channels to reach consumers and share educational content. Content we share on social media will be informative, engaging with a strong call to action that aims to educate consumers in BC and build close connections between the industry and local communities. Three to four posts will be scheduled per month, including one specifically focused on Children’s Eye Health.

Website Refresh

A few key areas on the BCDO website were identified for review this year to audit content and ensure updated and relevant information is displayed for our audience. The content will also be updated to reflect urgent eye care issues with key messages of the campaign in market. A new search bar on top of each page will allow users to take shortcuts to information they need. The website will also display the path that site visitors have taken so they can trace their steps and navigate quickly to pages they wish to go back to.

BCDO has a “Locum List” of members interested in locum opportunities to assist members looking for short term work coverage.

If you are interested in locum opportunities, please provide us with your contact information: name, email, and phone number. When an opportunity becomes available, we will email our list of locum doctors with the details and those interested can connect directly with the member who posted the ad.

Please email info@optometrists.bc.ca if you would like to be added to the Locum List or if you are looking for locum coverage.