CARMEL, Ind.—The Indiana Optometric Association (IOA), which represents 900 members statewide, has launched a multimedia campaign centered on the theme More than 20/20 to highlight the importance of optometrists in health care and encourage Indiana residents to schedule annual eye exams. The IOA hired a marketing agency to create a series of 15-second and 30-second video and audio clips featuring patients and optometrists from a local practice, according to the announcement. The media campaign began in late May on CTV streaming channels, podcasts and YouTube, the IOA said.
In June, advertisements were added to Google search results. The campaign is scheduled to run through September 2026, the announcement noted.
During the awareness-building phase, IOA reported that analytics recorded more than 600,000 impressions, including views and listens, from Indiana audiences in the first two weeks, along with 78 clicks directing users to find an optometrist. The second phase of the campaign focuses on shifting public perception to reframe eye exams as essential preventive care. IOA noted that a third phase will drive audiences to take action by searching for a local optometrist.
Viewers and listeners are directed to a landing page on the IOA website to learn more about the role of optometrists in overall health care.
The Find an Optometrist button links to the American Optometric Association (AOA) search engine.
With support from the AOA, campaign metrics will be reported in September 2026 to measure effectiveness, including the number of inquiries generated through the Find an Optometrist directory.
