EVP EyeCare | Increasing Brand Awareness Through Focused Media Relations and Thought Leadership Initiatives

Pierpont recommended a media relations and thought leadership campaign targeting both consumers and referral sources (e.g., primary care physicians, optometrist) that focused on EVP EyeCare’s technological advancements in vision care and expertise in performing eye surgeries. We leveraged moment in time opportunities such as Glaucoma Awareness month, Cataract Awareness month and Diabetic Eye Disease month and pitched seasonal angles (e.g., spring allergies, summer swimming, etc.). Additionally, we submitted award nominations and supported company milestones including new clinic openings, brand anniversaries, physician hirings and philanthropy efforts. 

When tasked with helping to increase patient lead volume and appointments for the 60+ age demographic in the Arlington, Dallas, and Plano practices of Kleiman Evangelista, Pierpont recommended a partnership with Celebration Magazine, a hyper-local 60+ print and online publication that includes in-person marketing events as part of its ad buy. Physicians from Kleman Evangelista made presentations on glaucoma, cataract surgery and oculoplastic procedures to more than 150 senior adults, resulting in more than 10 appointments for various vision care services. The appointments were made on the spot following the presentations as Kleiman Evangelista brought scheduling staff to the events. 

Pierpont also established a relationship for ICON Eyecare with Great Day Colorado, a morning lifestyle show on the local FOX affiliate, which culminated in ongoing paid segments featuring ICON physicians talking about the latest technological advances in eye surgery. Pierpont managed the partnership, prepared briefing documents for physicians participating in the segments and drafted social copy to accompany the segments posted on ICON’s social media.