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Chief Marketing Officer Doug Zarkin Spotlighted in Ad Age

Our head marketing executive speaks to Ad Age about how he’s helped position the brand to resonate strongly with patients and Licensed Owners

In an interview at Ad Age, Chief Marketing Officer Doug Zarkin spoke about how we’ve successfully grown as a brand by focusing on our roots as a brand and on quality of service.

Here’s his take on how we’ve successfully positioned the brand around our Licensed Owners’ execution of genuine eye care to patients in their community:

“First off, we refer to both our doctors and opticians as eye care experts. Our locations are often in strip malls next to a nail salon or a Chipotle, for example. So we don’t even call them stores anymore. They’re EyeCare centers. We don’t have ‘customers’ — we treat everyone as a patient. When you talk to somebody, and you think of them as a patient, it automatically denotes an expectation and delivery of an experience of a higher level of care. These seem like really small things, but in the spirit of the sum of marginal gains, all of these nuances have allowed us to embrace the DNA of the brand and the new positioning.”

Read the rest of the interview at Ad Age.

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This article is not intended as an offer to sell or the solicitation of an offer to buy a franchise. Within the U.S.A., we offer franchises solely by means of our Franchise Disclosure Document. Certain states in the U.S.A. and certain other countries have laws governing the offer and sale of franchises. If you are a resident of one of these states or countries, we will not offer you a franchise unless and until we have complied with applicable franchise investment law requirements in your jurisdiction.

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