Brand Conscious Consumers

By Daniel L. Mannen, OD, FAAO June 22, 2012

I remember several years ago, I wanted to get my son a new baseball cap. I knew the size, I knew the color, I knew the team…I did not think about the brand. As you might guess, my son was “brand conscious.”  So, after a cap exchange we found the perfect one. …well, almost…I took the label off; kids like the labels on. Whoops. So noted!

There is no doubt about it, our patients are brand conscious and are increasingly researching their purchases online. Featured Frame Brands, which launched in May 2012, allows consumers to research which doctors carry popular Marchon and Altair frames. More than 6 million Find A VSP Doctor searches are conducted annually on, and Featured Frame Brands can help you increase your exposure to brand-conscious VSP members.

The program is designed so that any office regardless of size can become a Featured Frame Brand location. All practice locations which meet the program criteria are automatically highlighted with a Featured Frame Brands designation. It is important to note that this does not change the order of placement on Potential patients can still choose to search results by address, city, state, or ZIP code.

You might wonder why Featured Frame Brands exclusively highlights Marchon and Altair frame brands. It is important for doctors to use VSP Global products and services. Those revenues are reinvested in the overall mission of driving patients to network doctors and helping with patient retention.

As I see it, there is no substitute for understanding your patient and delivering the products and services that they desire. Featured Frame Brands gives us increased opportunity to connect with our patients and increase perceived value.

Learn more on VSPOnline at

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