EyeMed Re-Branding Encompasses All of Managed Vision Care Company’s Marketing Efforts


MASON, Ohio— EyeMed Vision Care, one of the leading managed vision care plans in the U.S. and a division of Luxottica Group, recently launched new branding to capture “the true spirit of EyeMed,” according to Tammy Nelson, vice president of marketing and communications.

The extensive re-branding effort touches on every facet of the organization. A new logo, imagery, colors and tone of voice will be incorporated into “everything we do,” said Nelson. These will be incorporated into advertising, sales tools, websites, collateral materials and more. A new branding film on EyeMed’s YouTube channel has also been released.

New social media initiatives include a new company page on LinkedIn product and pin boards on Pinterest. Nelson told VMail, “With LinkedIn, users can now follow us and browse our products such as EyePrefer, a new three-tiered vision plan we just introduced to the market [as reported by VMail May 22]. By joining Pinterest, we are able to express more of our branded personality, and it allows us to connect in a more personal way.”

In addition, EyeMed’s Twitter handle has been re-invigorated with EyeMed tweeting almost every day, the website has been refreshed to improve navigation and make claims filing easier, and the provider communication portal has been simplified to make it easier to access features such as registration for direct deposit or to place online scheduling links on EyeMed’s provider locator.

“We want to continue our track record as the fastest-growing vision benefits company, and to do that we know we need to connect with our providers, prospects, clients, brokers, consultants and members in a more memorable way,” Nelson told VMail. “Once connected, we need to engage in meaningful ways to continue to grow our relationships. Our new brand provides many avenues to make this happen. We hope these efforts will support our provider network by inspiring consumers and members to seek vision care and use their vision benefits.”