EyeCareLive Marketplace Growth

Brief

EyeCareLive is a digital vision care platform connecting patients with eye care professionals through virtual appointments, prescription renewal and related services. EyeCareLive is a registered trademark of Visibly, Inc, based in Santa Clara, California.

upGrowth was engaged across organic growth, content marketing and performance, with a brief that covered both sides of the marketplace rather than only the consumer side.

Identified Challenges:

A marketplace is not one acquisition problem. It is two, and they compete for the same budget.

Grow patient demand faster than the platform can serve it and appointment availability collapses, which damages the experience of exactly the users the marketing just paid to acquire. Grow the doctor supply faster than demand and clinicians sit idle, lose confidence in the platform and leave.

Most marketplace marketing treats the consumer side as the real job and the supply side as a recruitment task for someone else. That is how a platform ends up with plenty of traffic and nobody available to take the appointment.

The additional constraint in this category is that clinician acquisition is a professional, credential-led decision, so the channels, the language and the proof that work on a patient do not transfer at all.

Empathy, Research, Brainstorming & Plan

The engagement was structured around the two sides as separate acquisition problems with separate funnels, separate messaging and separate measurement, rather than one blended programme reported as a single number.

On the demand side the priority was organic and content, because vision care questions are searched constantly and a platform that answers them earns the visit before the competitor buys it.

On the supply side the priority was reaching practising eye care professionals, whose evaluation of a platform runs on entirely different criteria from a patient's.

Solutions

Marketplace Growth, Demand and Supply

SEO and organic growth aimed at the patient demand side
Content marketing built around the questions patients actually search
Performance marketing across both sides of the marketplace
A separate supply side acquisition motion targeting eye care professionals
Drip email campaigns run distinctly for patients and for clinicians

Approach

Two funnels, not one blended programme

Patient acquisition and clinician acquisition were run as separate programmes with separate messaging and separate reporting.

Blending them into a single cost per acquisition hides which side is actually constrained, and a marketplace is always constrained on one side at a time. Reporting them apart is what makes the constraint visible early enough to act on.

Organic as the demand engine

Vision care generates constant informational search. Content marketing and SEO were built to meet that demand where it already exists rather than manufacture attention through interruption.

Organic grew 150%.

Supply side acquisition as a marketing problem

Clinician acquisition is usually handed to operations or business development and treated as recruitment. It was treated here as an acquisition problem with its own funnel, its own proof requirements and its own nurture.

Supply grew 80%.

Drip email segmented by side

Patients and clinicians received distinct sequences. The two audiences share a platform and share nothing else: different motivation, different objection set, different decision timeline.

What we did

Split the marketplace into 2 distinct acquisition programmes with separate funnels and separate reporting.
Built SEO and organic growth against real patient search demand, which grew organic 150%.
Built content marketing around the questions patients search rather than the keywords a tool suggested.
Ran performance marketing across both sides of the marketplace.
Built and ran a supply side acquisition motion aimed at eye care professionals, which grew supply 80%.
Ran drip email campaigns segmented by side, because a clinician and a patient share nothing except the platform.

How we work in this category sits on our eye care and ophthalmology marketing page, and the wider argument runs through our healthcare marketing writing.