Hoya Vision USA
Hoya Vision designs and creates eyeglasses lenses across the world. For 75 years, Hoya Vision’s revolutionary optical and healthcare solutions have been pushing technological boundaries for customers around the world. Their specialty is bending light in healthcare, technology, and many other industries.
Hoya Vision USA engaged with Mojo to increase market share with eye care providers (ECPs) around the nation. The challenge was to find and nurture new leads, and expand accounts already doing negligible amounts of business with Hoya.
By creating engaging content, promotional emails, conversion opportunities, and nurturing strategy we’ve collaboratively targeted ECPs with materials they can use to grow their practice and, in turn, generate more revenue for Hoya.
OYE Email campaign
To kick off our work with Hoya USA we repurposed existing content we had created for Hoya Global to reach customers about the benefits of working with Hoya as a partner. Using a variety of content pieces and nurturing emails, sales was able to expand existing, newly engaged accounts.
Eye doctors have four main selling seasons each year, and from late spring into summer they are focused on sunwear. To reach more eye doctors and prove to them that they have a partner in Hoya we’ve created promotional assets and enablement tools. One such tool is a sunwear social calendar that doctors can easily take and use in their practice to boost their sales.
Working with Hoya we’ve been able to create content that represents the fact they are thought leaders in the space. We worked together to meet the industry focus each season while creating engaging articles and gated content.
The Hoya USA team and our Mojo team collaborate extensively on everything from project strategy to content generation. Bringing marketing expertise and eye care expertise together. Our collaborative partnership has allowed us to increase conversions and bring a smorgasbord of marketing campaigns and assets live quickly.
Our initial OYE campaign was able to generate a continued ROI of almost 1400% of their marketing investment. By getting the Hoya brand in front of existing customers and prospects, sales were able to expand existing accounts.
Views and Interaction
Hoya’s blog launched in late 2017, and starting in the summer of 2018 we created a consistent cadence of blogs covering relevant topics and new products. The results show that eye doctors were waiting for a thought leadership resource hub. The right audience, the right strategy, and the right content lead to a wildly successful first year building up blog viewership.
Focusing on relevant content and promotions to the eye doctor audience is creating high levels of engagement. Blogs are receiving higher than average click-through rates to conversion opportunities that also offer valuable content pieces to help with practice growth.