The customer relationship marketing (CRM) firm, Merkle (www.merkle.com), which is the nation’s largest privately-held agency, announces the launch of the LasikPlus mobile internet site, m.lasikplus.com. The mobile site is optimized for smart phones and is designed to educate consumers on the benefits of LasikPlus. The site provides essential functionality enabling visitors to research LASIK surgery, find LasikPlus locations, schedule appointments, watch informational videos and more, directly from their mobile device.
LasikPlus, an LCA-Vision Company, is a leading provider of laser vision correction services, having performed over 1,200,000 laser vision correction procedures in vision centers across the United States since 1996.
Merkle’s approach to mobile CRM uses quantitative methods to align marketing strategies with consumer behavior, providing companies with a powerful framework for maximizing return on marketing investment. Examples of Merkle’s mobile clients include Wendy’s, Samsung, Lane Bryant and K&G Superstores. With the intention of incorporating digital CRM principles into both offline and online touch points, LCA-Vision selected Merkle to help establish a results-driven, mobile marketing strategy. The result has been an integration of mobile with the overall marketing program, including direct mail, print, email, radio, social media, public relations, website and internet search and display.
“Consumer use of mobile devices for brand engagement has been steadily increasing every year. Some of our patients use mobile almost exclusively to engage with us, learn more about LasikPlus, or even book appointments,” said Kimberly Demaree-Epple, director of marketing for LasikPlus. “LasikPlus wanted to be one of the front runners in our industry in tapping into this powerful vehicle to offer convenience and choices for our patients. When we decided to add mobile to the marketing mix, we looked to our current direct mail partner, Merkle, and we’ve been pleased with the result. They provided us with a comprehensive mobile strategy to ensure we’re appropriately targeting LasikPlus patients.”
“LasikPlus expects results from mobile marketing. Our strategically-led approach to mobile enabled us to work closely with the LasikPlus team to build a mobile program intended to reach the target audience and deliver results. We’re able to implement the right mobile marketing tactics, integrate mobile into the media mix, measure results, and increase the value of the customer portfolio,” said Chris Wayman, vice president, digital business development and general manager of Merkle’s mobile practice. “The LasikPlus team is a great group of people and we are excited to be working closely with them.”
In the future, other mobile marketing capabilities will be added to the program, providing convenience for the consumer.
LCA-Vision Inc., a leading provider of laser vision correction services under the LasikPlus® brand, operates 53 LasikPlus® fixed-site laser vision correction centers in 26 states and 41 markets in the United States. Since the FDA approved photorefractive keratectomy in late 1995, LCA-Vision has performed nearly 1.2 million laser vision correction procedures at their vision centers.