CLX CONTENT MATRIX
COLD to LUKEWARM
GOAL
• Establish the value of a strong and profitable contact lens business.
• Inspire ECPs to research best practices for growing their contact lens business.
• Identify pain points around common pitfalls that ECPs face such as hard to calculate metrics, inefficiency, or losing revenue to online retailers.
• Present gated content with enough information to get prospects to opt in to access full content.
• Focus on quality content with a subtle CLX call to action where appropriate.
• Get prospects to give CLX at least 3 pieces of contact information to continue the conversation.
• Inspire ECPs to research best practices for growing their contact lens business.
• Identify pain points around common pitfalls that ECPs face such as hard to calculate metrics, inefficiency, or losing revenue to online retailers.
• Present gated content with enough information to get prospects to opt in to access full content.
• Focus on quality content with a subtle CLX call to action where appropriate.
• Get prospects to give CLX at least 3 pieces of contact information to continue the conversation.
CONTENT DESCRIPTION
This will be top of funnel, credibility building content that demonstrates to the prospect that CLX cares about ECPs and is an authority on the contact lens market.
READY TO LAUNCH
FINISHED NEEDS ENCAPSULATION
• CLX Sales Sheet/Marketing Brochure
• How ECPs Can Beat Online Competition and Grow Contact Lens Revenue – Jobson/Review of Optometric Business
• CLX Users Grow at 3x Industry Average Press Release
• 4 Proven Strategies to Make a Contact Lens Business More Profitable Blog
• What Online Retailers Know About Your Patients Blog
• Subscription Press Release/Vision Monday article
• How ECPs Can Beat Online Competition and Grow Contact Lens Revenue – Jobson/Review of Optometric Business
• CLX Users Grow at 3x Industry Average Press Release
• 4 Proven Strategies to Make a Contact Lens Business More Profitable Blog
• What Online Retailers Know About Your Patients Blog
• Subscription Press Release/Vision Monday article
NEEDS EDITING
• CLX – The Technology to Grow Your Business Email
• Are You a CLX100 Practice? Email
• OfficeMate Early Access Email
• CLX PERC presentations
• Jim’s contact lens history and strategy presentation
• CLX Comprehensive System video
• Vision Source Video
• Are You a CLX100 Practice? Email
• OfficeMate Early Access Email
• CLX PERC presentations
• Jim’s contact lens history and strategy presentation
• CLX Comprehensive System video
• Vision Source Video
NEEDS REWORK
• 4 Reasons You Can’t Grow Your Contact Lens Business video
• CLX Webinar: How to Use Your Data to Beat Online Competition
• Facebook Message Testing Ads
• CLX Webinar: How to Use Your Data to Beat Online Competition
• Facebook Message Testing Ads
NEEDS DEVELOPMENT
·      Fitting Strategy CLX Video
ADDITIONAL IDEAS
• What is the true lifetime value of a contact lens patient?
• The three most common reasons ECPs don’t fit the best contact lenses for their patients and their practice
• The top 5 trends in the contact lens market in 2018 and the secrets of the most successful ECPs
• The history of the contact lens marketplace and why it really matters to ECPs today
• How to Optimize Your Practice’s Annual Supply with Manufacturer’s Rebates and Insurance Benefits
• What is a contact lens strategy and why do you need one?
• Contact lenses are a ONE BILLION DOLLAR MARKET. Who is getting 90% of the pie?
• Out of Time? 6 time saving tricks for ECPs in 2018
• The three most common reasons ECPs don’t fit the best contact lenses for their patients and their practice
• The top 5 trends in the contact lens market in 2018 and the secrets of the most successful ECPs
• The history of the contact lens marketplace and why it really matters to ECPs today
• How to Optimize Your Practice’s Annual Supply with Manufacturer’s Rebates and Insurance Benefits
• What is a contact lens strategy and why do you need one?
• Contact lenses are a ONE BILLION DOLLAR MARKET. Who is getting 90% of the pie?
• Out of Time? 6 time saving tricks for ECPs in 2018
LUKEWARM to WARM
GOAL
• Establish CLX as THE WAY to grow your contact lens business
• Demonstrate that CLX is the choice of leading ECPs
• Identify the most relevant pain points for the prospect
• Make prospects feel that they can’t afford to ignore researching CLX
• Get prospects to complete a CLX demo or have an equivalent meaningful conversation with a member of the CLX sales team
• Demonstrate that CLX is the choice of leading ECPs
• Identify the most relevant pain points for the prospect
• Make prospects feel that they can’t afford to ignore researching CLX
• Get prospects to complete a CLX demo or have an equivalent meaningful conversation with a member of the CLX sales team
CONTENT DESCRIPTION
This content is designed to answer the questions: How do I grow my contact lens business? What does CLX do? Why does my practice need CLX?
READY TO LAUNCH
• The 2 Common Problems with Relying on Distributor’s Annual Supply Reports Email
• Social Proof Email about Increased Revenue
• Urgency Last Chance Before we take you off our email list Email
• Urgency Best Practices Assessment Offer Email
• Pain point Email – CLX as your secret weapon against online retailers
• Introducing CLX Indoctrination Email
• Best Practices Email: The fitting strategy top practices use to be successful
• Social Proof Email: What practices are saying after seeing the tutorial
• Social Proof Email about Increased Revenue
• Urgency Last Chance Before we take you off our email list Email
• Urgency Best Practices Assessment Offer Email
• Pain point Email – CLX as your secret weapon against online retailers
• Introducing CLX Indoctrination Email
• Best Practices Email: The fitting strategy top practices use to be successful
• Social Proof Email: What practices are saying after seeing the tutorial
FINISHED NEEDS ENCAPSULATION
• Malbar Case Study
• CLX Testimonial Videos from Fall 2017 Interviews
• CLX Testimonial Videos from Fall 2017 Interviews
NEEDS EDITING
• CLX Subscription Feature Video
NEEDS REWORK
• CLX Text to Learn More Graphics
• What is CLX? Video
• What is CLX? Video
NEEDS DEVELOPMENT
• Gail Elias Testimonial
• David Golden Testimonial
• Dr. Christensen Testimonial
• Review of Optometric Business The numbers don’t lie – texting/email statistics
• Salt Lake City Practice Grows CL Sales 10% – Opti-Port article on staff training
• Review of Optometric Business Weekly Bulletin – 4 conversations to have with patients about Hubble
• David Golden Testimonial
• Dr. Christensen Testimonial
• Review of Optometric Business The numbers don’t lie – texting/email statistics
• Salt Lake City Practice Grows CL Sales 10% – Opti-Port article on staff training
• Review of Optometric Business Weekly Bulletin – 4 conversations to have with patients about Hubble
ADDITIONAL IDEAS
• Take this 90 second Contact Lens Business Growth Analysis Quiz
• During this 1 on 1 session with a contact lens expert, you will learn the following 3 things about your practice
• How to Spot Growth Opportunities in Your Contact Lens Business in 60 seconds or less
• How to Sell More Dailies (And Increase Patient Compliance!)
• Sell More Contact Lenses without lifting a finger
• Are you charging enough for contact lenses?
• During this 1 on 1 session with a contact lens expert, you will learn the following 3 things about your practice
• How to Spot Growth Opportunities in Your Contact Lens Business in 60 seconds or less
• How to Sell More Dailies (And Increase Patient Compliance!)
• Sell More Contact Lenses without lifting a finger
• Are you charging enough for contact lenses?
WARM to HOT
GOAL
• Demonstrate that CLX solves problems in the prospect’s practice
• Re-iterate that leading ECPs who use CLX made a great choice for their practice
• Address any objections the prospect might have about taking action NOW such as lack of time or worries about cost
• Confirm that trying CLX is RISK FREE
• Get prospect to sign a contract and start a trial of CLX
• Re-iterate that leading ECPs who use CLX made a great choice for their practice
• Address any objections the prospect might have about taking action NOW such as lack of time or worries about cost
• Confirm that trying CLX is RISK FREE
• Get prospect to sign a contract and start a trial of CLX
CONTENT DESCRIPTION
This content will help to move a prospect to the bottom of the funnel, reminding them of the specific pain points that piqued their interest while addressing any objections.
READY TO LAUNCH
• • Urgency/social proof: How CLX helps ECPs compete against online retailers
• Three Practice Metrics You NEED to be successful Email
• Objection handling and social proof Email: CLX will save you time
• Feedback Email: If we don’t hear otherwise, your trial is scheduled to start
• Three Practice Metrics You NEED to be successful Email
• Objection handling and social proof Email: CLX will save you time
• Feedback Email: If we don’t hear otherwise, your trial is scheduled to start
FINISHED NEEDS ENCAPSULATION
• VEI Case Study
• Rosin Case Study
• CLX Features Comparison Chart
• Rosin Case Study
• CLX Features Comparison Chart
NEEDS EDITING
• Get started Email: Vision Source Special Offer
• Your CLX subscription has been activated Email
• Your CLX subscription has been activated Email
NEEDS REWORK
• Sara Case Study One Sheet
• Email: Calculating the Potential Revenue Impact of CLX
• Email: Calculating the Potential Revenue Impact of CLX
NEEDS DEVELOPMENT
• Dr. Barker Testimonial
• Julie Brown Testimonial
• Julie Brown Testimonial
ADDITIONAL IDEAS
• Fit, Capture, Scale: The Proven CLX Contact Lens Strategy
• What Contact Lenses Are You REALLY Fitting and What is your TRUE annual supply? Find Out with CLX!
• Your No Hassle Guide to Implementing CLX: An Infographic
• You’re Only 90 Days Away from Regaining 100 Extra Hours of Time in Your Practice
• You’ll Never Believe What These ECPs discovered in their first three months of using CLX
• Our Gift to You: A personalized concierge with white glove technical support during your CLX trial
• Your CLX Integration is ready! Just one more click to save you dozens of wasted clicks per day!
• The CLX Guarantee: You won’t pay until you earn.
• What Contact Lenses Are You REALLY Fitting and What is your TRUE annual supply? Find Out with CLX!
• Your No Hassle Guide to Implementing CLX: An Infographic
• You’re Only 90 Days Away from Regaining 100 Extra Hours of Time in Your Practice
• You’ll Never Believe What These ECPs discovered in their first three months of using CLX
• Our Gift to You: A personalized concierge with white glove technical support during your CLX trial
• Your CLX Integration is ready! Just one more click to save you dozens of wasted clicks per day!
• The CLX Guarantee: You won’t pay until you earn.
HOT to $
GOAL
• Demonstrate that CLX solves problems in the prospect’s practice
• Re-iterate that leading ECPs who use CLX made a great choice for their practice
• Address any objections the prospect might have about taking action NOW such as lack of time or worries about cost
• Confirm that trying CLX is RISK FREE
• Get prospect to sign a contract and start a trial of CLX
• Re-iterate that leading ECPs who use CLX made a great choice for their practice
• Address any objections the prospect might have about taking action NOW such as lack of time or worries about cost
• Confirm that trying CLX is RISK FREE
• Get prospect to sign a contract and start a trial of CLX
CONTENT DESCRIPTION
This content will help to move a prospect to the bottom of the funnel, reminding them of the specific pain points that piqued their interest while addressing any objections.
READY TO LAUNCH
• • Urgency/social proof: How CLX helps ECPs compete against online retailers
• Three Practice Metrics You NEED to be successful Email
• Objection handling and social proof Email: CLX will save you time
• Feedback Email: If we don’t hear otherwise, your trial is scheduled to start
• Three Practice Metrics You NEED to be successful Email
• Objection handling and social proof Email: CLX will save you time
• Feedback Email: If we don’t hear otherwise, your trial is scheduled to start
FINISHED NEEDS ENCAPSULATION
• VEI Case Study
• Rosin Case Study
• CLX Features Comparison Chart
• Rosin Case Study
• CLX Features Comparison Chart
NEEDS EDITING
• Get started Email: Vision Source Special Offer
• Your CLX subscription has been activated Email
• Your CLX subscription has been activated Email
NEEDS REWORK
• Sara Case Study One Sheet
• Email: Calculating the Potential Revenue Impact of CLX
• Email: Calculating the Potential Revenue Impact of CLX
NEEDS DEVELOPMENT
• Dr. Barker Testimonial
• Julie Brown Testimonial
• Julie Brown Testimonial
ADDITIONAL IDEAS
• Fit, Capture, Scale: The Proven CLX Contact Lens Strategy
• What Contact Lenses Are You REALLY Fitting and What is your TRUE annual supply? Find Out with CLX!
• Your No Hassle Guide to Implementing CLX: An Infographic
• You’re Only 90 Days Away from Regaining 100 Extra Hours of Time in Your Practice
• You’ll Never Believe What These ECPs discovered in their first three months of using CLX
• Our Gift to You: A personalized concierge with white glove technical support during your CLX trial
• Your CLX Integration is ready! Just one more click to save you dozens of wasted clicks per day!
• The CLX Guarantee: You won’t pay until you earn.
• What Contact Lenses Are You REALLY Fitting and What is your TRUE annual supply? Find Out with CLX!
• Your No Hassle Guide to Implementing CLX: An Infographic
• You’re Only 90 Days Away from Regaining 100 Extra Hours of Time in Your Practice
• You’ll Never Believe What These ECPs discovered in their first three months of using CLX
• Our Gift to You: A personalized concierge with white glove technical support during your CLX trial
• Your CLX Integration is ready! Just one more click to save you dozens of wasted clicks per day!
• The CLX Guarantee: You won’t pay until you earn.
COLD to LUKEWARM
- GOAL
- CONTENT DESCRIPTION
- READY TO LAUNCH
- NEEDS ENCAPSULATION
- NEEDS EDITING
- NEEDS REWORK
- NEEDS DEVELOPMENT
- ADDITIONAL IDEAS
• Establish the value of a strong and profitable contact lens business.
• Inspire ECPs to research best practices for growing their contact lens business.
• Identify pain points around common pitfalls that ECPs face such as hard to calculate metrics, inefficiency, or losing revenue to online retailers.
• Present gated content with enough information to get prospects to opt in to access full content.
• Focus on quality content with a subtle CLX call to action where appropriate.
• Get prospects to give CLX at least 3 pieces of contact information to continue the conversation.
• Inspire ECPs to research best practices for growing their contact lens business.
• Identify pain points around common pitfalls that ECPs face such as hard to calculate metrics, inefficiency, or losing revenue to online retailers.
• Present gated content with enough information to get prospects to opt in to access full content.
• Focus on quality content with a subtle CLX call to action where appropriate.
• Get prospects to give CLX at least 3 pieces of contact information to continue the conversation.
This will be top of funnel, credibility building content that demonstrates to the prospect that CLX cares about ECPs and is an authority on the contact lens market.
• CLX Sales Sheet/Marketing Brochure
• How ECPs Can Beat Online Competition and Grow Contact Lens Revenue – Jobson/Review of Optometric Business
• CLX Users Grow at 3x Industry Average Press Release
• 4 Proven Strategies to Make a Contact Lens Business More Profitable Blog
• What Online Retailers Know About Your Patients Blog
• Subscription Press Release/Vision Monday article
• How ECPs Can Beat Online Competition and Grow Contact Lens Revenue – Jobson/Review of Optometric Business
• CLX Users Grow at 3x Industry Average Press Release
• 4 Proven Strategies to Make a Contact Lens Business More Profitable Blog
• What Online Retailers Know About Your Patients Blog
• Subscription Press Release/Vision Monday article
• CLX – The Technology to Grow Your Business Email
• Are You a CLX100 Practice? Email
• OfficeMate Early Access Email
• CLX PERC presentations
• Jim’s contact lens history and strategy presentation
• CLX Comprehensive System video
• Vision Source Video
• Are You a CLX100 Practice? Email
• OfficeMate Early Access Email
• CLX PERC presentations
• Jim’s contact lens history and strategy presentation
• CLX Comprehensive System video
• Vision Source Video
• 4 Reasons You Can’t Grow Your Contact Lens Business video
• CLX Webinar: How to Use Your Data to Beat Online Competition
• Facebook Message Testing Ads
• CLX Webinar: How to Use Your Data to Beat Online Competition
• Facebook Message Testing Ads
·      Fitting Strategy CLX Video
• What is the true lifetime value of a contact lens patient?
• The three most common reasons ECPs don’t fit the best contact lenses for their patients and their practice
• The top 5 trends in the contact lens market in 2018 and the secrets of the most successful ECPs
• The history of the contact lens marketplace and why it really matters to ECPs today
• How to Optimize Your Practice’s Annual Supply with Manufacturer’s Rebates and Insurance Benefits
• What is a contact lens strategy and why do you need one?
• Contact lenses are a ONE BILLION DOLLAR MARKET. Who is getting 90% of the pie?
• Out of Time? 6 time saving tricks for ECPs in 2018
• The three most common reasons ECPs don’t fit the best contact lenses for their patients and their practice
• The top 5 trends in the contact lens market in 2018 and the secrets of the most successful ECPs
• The history of the contact lens marketplace and why it really matters to ECPs today
• How to Optimize Your Practice’s Annual Supply with Manufacturer’s Rebates and Insurance Benefits
• What is a contact lens strategy and why do you need one?
• Contact lenses are a ONE BILLION DOLLAR MARKET. Who is getting 90% of the pie?
• Out of Time? 6 time saving tricks for ECPs in 2018
COLD to LUKEWARM
GOAL
• Establish the value of a strong and profitable contact lens business.
• Inspire ECPs to research best practices for growing their contact lens business.
• Identify pain points around common pitfalls that ECPs face such as hard to calculate metrics, inefficiency, or losing revenue to online retailers.
• Present gated content with enough information to get prospects to opt in to access full content.
• Focus on quality content with a subtle CLX call to action where appropriate.
• Get prospects to give CLX at least 3 pieces of contact information to continue the conversation.
• Inspire ECPs to research best practices for growing their contact lens business.
• Identify pain points around common pitfalls that ECPs face such as hard to calculate metrics, inefficiency, or losing revenue to online retailers.
• Present gated content with enough information to get prospects to opt in to access full content.
• Focus on quality content with a subtle CLX call to action where appropriate.
• Get prospects to give CLX at least 3 pieces of contact information to continue the conversation.
CONTENT DESCRIPTION
This will be top of funnel, credibility building content that demonstrates to the prospect that CLX cares about ECPs and is an authority on the contact lens market.
READY TO LAUNCH
FINISHED NEEDS ENCAPSULATION
• CLX Sales Sheet/Marketing Brochure
• How ECPs Can Beat Online Competition and Grow Contact Lens Revenue – Jobson/Review of Optometric Business
• CLX Users Grow at 3x Industry Average Press Release
• 4 Proven Strategies to Make a Contact Lens Business More Profitable Blog
• What Online Retailers Know About Your Patients Blog
• Subscription Press Release/Vision Monday article
• How ECPs Can Beat Online Competition and Grow Contact Lens Revenue – Jobson/Review of Optometric Business
• CLX Users Grow at 3x Industry Average Press Release
• 4 Proven Strategies to Make a Contact Lens Business More Profitable Blog
• What Online Retailers Know About Your Patients Blog
• Subscription Press Release/Vision Monday article
NEEDS EDITING
• CLX – The Technology to Grow Your Business Email
• Are You a CLX100 Practice? Email
• OfficeMate Early Access Email
• CLX PERC presentations
• Jim’s contact lens history and strategy presentation
• CLX Comprehensive System video
• Vision Source Video
• Are You a CLX100 Practice? Email
• OfficeMate Early Access Email
• CLX PERC presentations
• Jim’s contact lens history and strategy presentation
• CLX Comprehensive System video
• Vision Source Video
NEEDS REWORK
• 4 Reasons You Can’t Grow Your Contact Lens Business video
• CLX Webinar: How to Use Your Data to Beat Online Competition
• Facebook Message Testing Ads
• CLX Webinar: How to Use Your Data to Beat Online Competition
• Facebook Message Testing Ads
NEEDS DEVELOPMENT
·      Fitting Strategy CLX Video
ADDITIONAL IDEAS
• What is the true lifetime value of a contact lens patient?
• The three most common reasons ECPs don’t fit the best contact lenses for their patients and their practice
• The top 5 trends in the contact lens market in 2018 and the secrets of the most successful ECPs
• The history of the contact lens marketplace and why it really matters to ECPs today
• How to Optimize Your Practice’s Annual Supply with Manufacturer’s Rebates and Insurance Benefits
• What is a contact lens strategy and why do you need one?
• Contact lenses are a ONE BILLION DOLLAR MARKET. Who is getting 90% of the pie?
• Out of Time? 6 time saving tricks for ECPs in 2018
• The three most common reasons ECPs don’t fit the best contact lenses for their patients and their practice
• The top 5 trends in the contact lens market in 2018 and the secrets of the most successful ECPs
• The history of the contact lens marketplace and why it really matters to ECPs today
• How to Optimize Your Practice’s Annual Supply with Manufacturer’s Rebates and Insurance Benefits
• What is a contact lens strategy and why do you need one?
• Contact lenses are a ONE BILLION DOLLAR MARKET. Who is getting 90% of the pie?
• Out of Time? 6 time saving tricks for ECPs in 2018