VSP Vision Care is the nation’s leading provider of vision care and coverage. Their mission is simple: provide affordable, accessible, high-quality eye care. One way VSP does this is through their direct-to-consumer insurance, VSP Direct, which provides comprehensive coverage for individuals and families.
VSP’s Direct-to-Consumer Market Manager, Steve Gándola has focused on continuing to grow VSP’s online audience and increase awareness of the various plans offered. Unfortunately, many new customers have difficulty differentiating between plans. To address this pain point, an interactive experience was created to both educate new buyers about VSP’s products and help them choose the right plan for their needs.
“With VSP Direct coverage, members get high-quality vision insurance at a low out-of-pocket cost, which can typically save them over $200 per year. But sometimes consumers have difficulty believing that those savings estimates apply to them,” Gándola says. “We needed a savings message that was believable, so we thought a savings calculator would help put them in the driver’s seat.”
As VSP explored the development costs for both a product selector and a savings calculator, they found it would be nearly twice the cost of subscribing to ion’s platform. With ion, the brand could save money on developing these tools and have the capability to develop additional future interactive content pieces.
“It was a no-brainer,” Gándola says.
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