Measurable growth for Eyescan in uninsured eye care

Eyescan is a specialized healthcare provider in the field of eye care. In addition to insured care, Eyescan also focuses on uninsured care, such as laser eye surgery, replacement lenses, and add-on lenses.

Eyescan wanted more control over the digital customer journey and to strengthen the growth of this segment. We support Eyescan with marketing, website management, measurability, automation, and scaling digital channels.

The challenge

Eyescan wanted to further grow the uninsured care segment. To achieve this, the digital channel needed to be better structured.

The existing website had technical limitations. The platform offered too little flexibility and had limited capabilities to integrate with important systems.

There was also a lack of insight into the complete customer journey. Eyescan could not clearly see how someone progressed from a website visitor to a scheduled appointment or treated patient. As a result, it was difficult to accurately measure the return on marketing and to make targeted improvements to campaigns.

The approach

We developed a phased growth strategy for Eyescan. The focus was on strengthening visibility and conversion within the uninsured healthcare segment.

The approach consisted of two phases.

Phase 1: getting the foundation in order
We started with measurability and insight into the customer journey. To this end, we implemented:

• Server-side tracking

• GA4

• Billy Grace for attribution

• HubSpot

HubSpot was used for data collection and the automated management of leads. Think of workflows and touchpoints.

Phase 2: scaling up channels
Next, we set up performance channels and scaled them up. This involved SEA and SEO. Later, we added channels higher up in the funnel, such as Meta and TikTok.

The approach was supported with effective content. Last year, in 2025, the strategy was expanded with radio advertising on Qmusic and Joe FM.

In addition, we set up local campaigns in Utrecht, Amsterdam, and The Hague, among others. For this, we combined direct mailings, Digital Out Of Home, and scaled-up digital channels.

The results

The integrated marketing and data strategy has led to clear improvements.

The number of scheduled appointments via the website has doubled. The number of brochure downloads also increased by 50%.

In addition, the work process was improved. Through HubSpot workflows and optimized digital channels, the step from interested user to scheduled appointment became easier. The internal team gained more insight into return and effectiveness and was able to respond to leads more effectively.

The collaboration has grown into a long-term partnership. We work on continuous optimization with bi-weekly team days.