Situation
In 2001, Dr. Desikan Kadambi opened Eyetech Lasik Clinic - a new, state-of-the-art eye laser clinic. Enter360 was engaged to help market the facility. Because of the type of service performed at the clinic, Enter360 realized the marketing had to be, well....cutting edge.
Strategy
To accomplish this, one of the flagship pieces of the campaign, was the Eyetech Lasik Clinic web site. The site featured all the information one needed to educate themselves on the procedures offered, but more importantly, it also offered an opportunity for them to visit the clinic and even experience the surgical procedure right from home or work. To do this, Enter360 used interactive maps and floor plans, and virtual reality technology. This allowed people to walk around inside the offices, and check out the equipment used as well as familiarize themselves with the office.
To help peak interest, generate a lot of traffic to the site and facilitate the generation of new sales leads, Enter360 also produced a video of the surgical procedure from start to finish, with no editing. The video lasts 11 minutes ot complete both eyes. Prospective patients must sign a "click wrap" agreement and waiver before viewing the procedure. When finished, the patients were given the option of requesting a "Free Consultation." Remarkably, the closing rate for Free Consultations has been 50%. Shortly after launch, Enter360 provided public relations services and media releases and Eyetech lasik Clinic got a fair bit of press coverage including the entire front page of the Winnipeg Free Press' Technology section. The story fatured the technology surrounding the surgery, and the technology used to sell it through the web site. The site is now 6 years odl and still generating sales from all over Canada and the US.
