Our head marketing executive speaks to Ad Age about how he’s helped position the brand to resonate strongly with patients and Licensed Owners
In an interview at Ad Age, Chief Marketing Officer Doug Zarkin spoke about how we’ve successfully grown as a brand by focusing on our roots as a brand and on quality of service.
Here’s his take on how we’ve successfully positioned the brand around our Licensed Owners’ execution of genuine eye care to patients in their community:
“First off, we refer to both our doctors and opticians as eye care experts. Our locations are often in strip malls next to a nail salon or a Chipotle, for example. So we don’t even call them stores anymore. They’re EyeCare centers. We don’t have ‘customers’ — we treat everyone as a patient. When you talk to somebody, and you think of them as a patient, it automatically denotes an expectation and delivery of an experience of a higher level of care. These seem like really small things, but in the spirit of the sum of marginal gains, all of these nuances have allowed us to embrace the DNA of the brand and the new positioning.”
Read the rest of the interview at Ad Age.
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