OCLI Vision – Cataract Campaign
Building a conversion-focused landing page for one of NYC's top-rated cataract specialists.
Northeast-based ophthalmology conglomerate, OCLI Vision, wanted to make the most of a PMAX PPC campaign targeting patients actively looking for trusted care with their cataracts.
The ask: a landing page that could take a high-intent click and turn it into a booked consultation.
OCLI Vision is already known as one of the country’s leading eye care groups (4.7 rating, 20K Google reviews). Their physicians consistently rank at the top of Castle Connolly’s ‘Top Doctors’ list. Awareness wasn’t much of an issue; it was getting visitors to take action on pretty serious issue related to them not being able to see. Plus, this demo skews older, so a big point was modeling the page to communicate a complex issue, simply.
Pain-point messaging: copy was specific and realistic enough for older folks to either have experienced, or see themselves dealing with.
Direct form and clear CTA
Based on insights captured across past campaigns, site visitors actually responded best to the word ‘Request’ in the CTA over others like ‘Book’ or ‘Schedule’
FAQ support: We wanted to provided as much upfront info as possible while focusing on pricing (all of us are easily deterred from medical procedures when we don’t know how much the cost/might cost) and other cataract surgery add-ons.
Based on this knowledge, specific insights were used to shape the LP:
Pain-point messaging: copy was specific and realistic enough for older folks to either have experienced, or see themselves dealing with.
Direct form and clear CTA
Based on insights captured across past campaigns, site visitors actually responded best to the word ‘Request’ in the CTA over others like ‘Book’ or ‘Schedule’
FAQ support: We wanted to provided as much upfront info as possible while focusing on pricing (all of us are easily deterred from medical procedures when we don’t know how much the cost/might cost) and other cataract surgery add-ons.
Outcomes:
1.33M+ people across all channels in 30 days
Drove 5.7K total plays of the series
Generated 17.8K visits to the series LP
Drove exploration of blog and other Wistia content, reinforcing the series as a gateway for marketers and creatives searching for technical/video production assistance and advice.
