Launching a New Resource


 

Client
American Society of Ophthalmic Administrators (ASOA)
Overview
In May 2017, ASOA launched ASOAnalytics, an online benchmarking database for ophthalmic practices. The resource uses a series of bite-sized surveys to put important practice management data in the hands of ASOA members.

To effectively introduce and gain interest in ASOAnalytics, the Gavilan team developed and implemented a comprehensive, sustained marketing communications strategy that encouraged initial and ongoing participation in the surveys.

Strategy
Gavilan and Associates’ plan included:

+ Developing goals and objectives.

+ Identifying target audiences, primary, secondary and tertiary.

+ Developing the tagline, For Real-Time Data-Driven Decisions.

+ Writing a series of message points that define the product.

+ Working with a design team to create a graphic look for the product.

+ Creating direct mail, email and online materials.

+ Identifying ways to introduce the product at their annual conference.

+ Using all available communication tools: website, email, social media posts, ads, video, and articles to launch and sustain interest in the product.

Result
As of June 2017, just two months post-launch, more than 275 ophthalmic practices have participated in the first survey, and 86 in the second. Survey participants are already using the benchmarking data to make better-informed business decisions for their ophthalmic practices.

The Gavilan team will continue working with ASOA to generate interest in ASOAnalytics and to promote involvement in new surveys that will be ready in the Fall.

Client

American Society of Ophthalmic Administrators (ASOA)

Overview

In May 2017, ASOA launched ASOAnalytics, an online benchmarking database for ophthalmic practices. The resource uses a series of bite-sized surveys to put important practice management data in the hands of ASOA members.

To effectively introduce and gain interest in ASOAnalytics, the Gavilan team developed and implemented a comprehensive, sustained marketing communications strategy that encouraged initial and ongoing participation in the surveys.

Strategy

Gavilan and Associates’ plan included:

+ Developing goals and objectives.

+ Identifying target audiences, primary, secondary and tertiary.

+ Developing the tagline, For Real-Time Data-Driven Decisions.

+ Writing a series of message points that define the product.

+ Working with a design team to create a graphic look for the product.

+ Creating direct mail, email and online materials.

+ Identifying ways to introduce the product at their annual conference.

+ Using all available communication tools: website, email, social media posts, ads, video, and articles to launch and sustain interest in the product.

Result

As of June 2017, just two months post-launch, more than 275 ophthalmic practices have participated in the first survey, and 86 in the second. Survey participants are already using the benchmarking data to make better-informed business decisions for their ophthalmic practices.

The Gavilan team will continue working with ASOA to generate interest in ASOAnalytics and to promote involvement in new surveys that will be ready in the Fall.