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We Wanted to Know if a Marketing or Advertising Effort Ever Backfired on You

Many of you remain unscathed — or don’t even bother with much marketing — but some of you had some doozies!





Has a marketing or advertising effort ever backfired on you?

  • Launching BALENCIAGA last year just as the scandal broke. — Tania Perez, Eye Designs Optical and Vision Care, St. Petersburg, FL
  • There are always hit or miss moments in marketing. You just have to learn from the bad ones. It helps to remember your audience. — Tracy Gillotte, Ophthalmology Physicians & Surgeons, Hatboro, PA
  • Canned and scheduled advertising from vendors. Not necessarily backfire just lower than expected outcomes. This proves it needs to be engaged and touched by us! — Karen Michaelson, KARE Consulting/ i wear by K, Wyoming, MN
  • The only thing that has ever backfired in my career so far was purchasing TearCare. I have not had any patients want to spend money on the treatment and am going to be out $8K because there isn’t a return policy. Will likely sell to another office in near future. — Marc Ullman, OD, Academy Vision, Pine Beach, NJ
  • No, if anything we just don’t get much from marketing. — Sophia Pray, Huntley Eye Care, Huntley, IL
  • When we first opened, we advertised on a local “Groupon” platform. People did not read the fine print and tried to use it for contacts when it was only a discount on frames and lenses. — Sonja Franklin, OD, Modern Eyes, Austin, TX
  • Ugh, trunk shows. In my opinion, for the most part they are a thing of the past. In the big city, celebrity studded events may still do well, but as for the small office trunk show … killed by the internet. — Amie Robinson, Spring Hill Eyecare, Spring Hill, TN
  • Not backfired so much as had a terrible ROI. When we first opened some of our branch offices, we did local parades and some silly menu board advertisements. Parades was a lot of time investment, and the boards were more money than benefit. — Zachary Dirks, OD, St. Peter and Belle Plaine Eyecare Centers, Saint Peter, MN
  • I just haven’t felt its worthwhile when more of my practice is direct referrals. — Ken Weiner, OD, Livingston, NJ
  • Some things just aren’t worth the return on investment. I have overpaid for ads that didn’t pan out. — Cynthia Sayers, OD, EyeShop Optical Center, Lewis Center, OH
  • Birthday cards with a gift certificate inside. It was a nightmare! — Kristina Jordan, The Eye Site, Mishawaka, IN
  • Local advertising is noticed by current patients but does not seem to bring in new patients. — Pam Peters, Midwest Eye, Downers Grove, IL
  • I tried a teacher/educator campaign … mailed out letters and social media … not one bite. — Jennifer Yerden, Sights & Shades, Canandaigua, NY
  • The only backfires are in the failure to get a return on investment. — Ben Thayil, OD, Lifetime Vision and Eye Care, Miami, FL
  • Back to school B1G1 wasn’t clear that it was for kids. Adult came in looking for the deal. — Jenni Leuzzi, Mill Creek Optical, Dansville, NY
  • Thankfully we haven’t had any marketing backfire! We’re primarily social media and radio advertising and it goes extremely well with our patient base. — Morgan DiMaggio, Taylor Eye Care, Carmi, IL
  • No, but quite a few have been very ineffective. — Dierdre Fogle, OD, Eyetopia Eyecare, Littleton, CO

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. eyecare business serving the public, you’re invited to join the INVISION Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting eyecare professionals. Good deal, right? Sign up here.



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