The FINANCIAL — As one of the early subscribers to the Think About Your Eyes (TAYE) campaign, Matthew Ruhl, O.D., saw results the day he registered.
“We were able to see where those patients were located with the tracking tools in the program. That was impressive,” says Dr. Ruhl, a member of the AOA and Iowa Optometric Association who practices in Burlington, Iowa.
TAYE is a national television, radio and Internet advertising campaign that uses educational messages to motivate people to get their annual comprehensive eye exam. In 2014, practices participating in TAYE had an increase in eye exams of up to 8 percent. AOA members who sign up for the TAYE website practice locator receive discounted rates., according to American Optometric Association.
“Participation in the TAYE campaign provides optometrists with a unique tool: the ability to leverage a well-designed, national advertising initiative for your own individual use in your community and practice,” says Dr. Ruhl.
TAYE advertising reaches American consumers on more than 20 prime time cable TV networks, on drive-time radio, Internet radio, and digital banner and pop up ads. TAYE delivers the message that optometry is committed to the well-being of ocular and visual health, Dr. Ruhl says.
AOA leadership has done a great job of maximizing the benefits of partnering with TAYE, “both with identifying our wishes and suggestions, but also with executing those changes in a timely manner,” Dr. Ruhl says. “Keeping the content relevant and updated further confirms the support TAYE is giving to providers and patients.”
Approximately 11,500 providers have signed up for the practice locator, 70 percent of whom are AOA members.
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