LasikPlus Centers of America selects ViVa Partnership.

LasikPlus, a provider of laser vision correction services with over 75 locations in the United States, has selected ViVA Partnership for a ‘360-degree’ program to reach Hispanic consumers. Included in ViVA’s extensive scope of responsibilities are TV, radio, print, and a comprehensive program for ‘operational readiness’. According to Linda Lane Gonzalez, founder and CEO of ViVA, operational readiness for LasikPlus centers means ensuring that the Hispanic customer experience is positive ‘from beginning to end’.

ViVA will also be working in partnership with Flyin‚ West, a direct marketing firm specializing in the multicultural consumer for a direct mail component, as well as with Razorfish for digital, Horizon Media’s DRTV multicultural division, and with other LasikPlus marketing partners.

“Operational readiness for the Hispanic market is in keeping with the company‚s overall, highly personalized customer approach,” says Gonzalez. “LasikPlus is one of the largest, most technically advanced providers of laser vision correction in the industry, yet maintains one of the highest levels of close customer contact, service and satisfaction.”

Gonzalez adds that LasikPlus is focused on building long-lasting relationships in their markets and enhancing the customer experience not only during the initial eye examinations and subsequent procedure, but also before and after. To that end, ViVA will be working with LasikPlus centers nationwide to enhance multicultural sensitivity in patient reception, telephone manner and other aspects and touch points affecting the customer experience.

As an example, Gonzalez points out that Hispanics like to spend more time on the phone than general market consumers, engaging in ‘get to know you’ moments and relationship building before launching into a business discussion. “We showed the company how to make a few adjustments to the style, tone and timeline used by their customer service representatives. These small changes will make a big difference in capturing and retaining Hispanic customers,” she adds.

The advertising campaign, in production now, will begin rolling out May 18 in top Hispanic markets with the theme ‘Cambia tu punto de vista’ or ‘Change your point of view’ or perspective– because not all laser vision correction centers are the same. This is based on the premise that once Hispanic consumers get to know