Neurolens: helping practices sell 17 pairs a month instead of 6
In brief. Neurolens needed both more practices enrolled in its program nationally and stronger sales performance inside the practices already enrolled. We built one content and communication system that did both.
Participating practices sell an average of 17 pairs a month, versus 6 for non-participants · 130+ practices enrolled · 11,000+ visits to customized pages
The situation
Neurolens is a technology and lens provider working with optometry and ophthalmology practices across the US and Canada. Its growth depends on two different things happening at once: more practices joining the program, and the practices already in it actually selling more. A practice that enrolls and does nothing with it helps no one.
The entry problem
Grow enrollment and grow in-practice sales performance, with one system rather than two separate efforts working against each other.
What we did
We built a national content and communication program structured as a co-op: shared content and messaging, customized landing pages for each participating practice and an email nurture program that kept both prospective and enrolled practices engaged. Social advertising supported enrollment growth, while the customized pages and email program gave enrolled practices the tools to convert patients once someone showed up.
The numbers
- 0117 pairs a monthaverage sales for participating practices versus 6 for non-participants
- 02130+practices enrolled
- 0311,000+visits to customized practice pages
The supporting numbers
230,161 email newsletters were delivered, with 69,904 opened, a 30.37% open rate.
Social advertising generated 2.5 million impressions.
1,300 tests were completed. This page does not characterize those tests as diagnoses, bookings or patient leads.
What it grew into
This is the co-op model we point to when a multi-location dental or physician group asks whether one content program can perform across many separate locations without multiplying the work. Neurolens remains a technology and lens provider, not a dental or physician group; the model is what is relevant to those audiences.