Maximizing PR impact: How Engerio helped VISTAMET get the most out of their content.

The end of contracts and changes to how the General Health Insurance Company (VšZP) reimburses one-day eye surgeries left many clients facing long waiting times in state facilities. For private eye centers, this also created an unexpected surplus of available appointments. The 2CREATE agency prepared a strategy for the VISTAMET eye center to take full advantage of this opportunity. Engerio was also a key part of their marketing activities.

The situation: Excess capacity after VšZP changes

VISTAMET is the largest expert family eye center in the Považie region. Even with over 15,000 satisfied clients a year, it maintains a family business atmosphere. It focuses on comprehensive eye care for children and adults, providing outpatient care, one-day eye surgery, and its own optician services.

"Like other eye clinics, the VISTAMET eye center felt the negative impact of the change in payment policy by the General Health Insurance Company. Canceling the reimbursement for one-day eye microsurgery - specifically cataract surgeries - meant fewer patients for the clinic. Meanwhile, those interested in the surgery had to prepare for extremely long waiting lists at state facilities," describes Eva Kupková, Head of Strategy at the 2CREATE agency.

Want to know if Engerio is the right fit for your brand?
Take a look at the campaigns we run and the results we deliver for our clients.

Campaign goal: Filling the empty spots

As part of a well-planned strategy, the 2CREATE agency included PR articles in their advertising campaign, supported by Engerio. This approach informed readers that VISTAMET has plenty of surgical capacity and top-level expertise, allowing patients to resolve their health issues in a very short time.

"The main goal of the entire campaign was to acquire new clients and fill the newly available capacities at the eye center," says Eva Kupková.

Campaign progress: Engerio extended the lifespan of the PR article

To attract new clients for VISTAMET, 2CREATE prepared PR articles highlighting the six-month-long waiting times at state facilities. The text also pointed out that patients could undergo the procedure much faster at the VISTAMET center. The clinic is led by renowned ophthalmologist and microsurgeon MUDr. Eva Trizuljaková, who has over 30 years of experience, and uses the most modern technology in the region. The article naturally included several direct links to the eye center's website.

The 2CREATE agency published one of the articles on the regional page of the sme.sk daily to target the client's local area. They also boosted this article with a campaign through Engerio. The ad was shown in three regions - Trenčín, Banská Bystrica, and Žilina - which is where the largest number of the center's clients come from.

"Native content gives you the space to explain an issue in detail while offering readers a solution. But creating a high-quality article or other content is often the hardest part. Engerio offers an ideal solution to maximize its impact and reach," says Eva Kupková.

Usually, the lifespan of a PR article is just a few days before it gets lost in a flood of new content. This is a shame, considering the hours or days of work behind it. However, Engerio can significantly extend this timeframe. Thanks to the platform, article previews appear in recommendation boxes across more than 120 media outlets, ensuring people continue to see and read the content.

For VISTAMET, 2CREATE tested several previews in the campaign, combining different cover images and headlines. The overall click-through rate (CTR) of the campaign reached an above-average 2.08%. The most successful preview paired the headline “Trápi vás sivý zákal? Tu vám pomôžu rýchlo, profesionálne a s osobitým prístupom” with a photo of the center's founder, MUDr. Eva Trizuljaková. This version achieved a click-through rate of 2.29%.

Campaign results: More clients and exceeded expectations

"We managed to exceed the client's expectations - not only by filling the empty schedule but also in the overall number of new patients," Kupková adds.

When working with Engerio, they appreciate that the format naturally blends in with editorial content. "We also value the pay-per-click model and the clear statistics, which allow us to track campaign performance in real time. Additionally, quality media partnerships increase the credibility of our communication. These are the reasons we repeatedly use Engerio at our agency and recommend it to other clients."

If you are considering native advertising for your brand, we would be happy to prepare a custom campaign proposal and show you how to get the most out of your content. Get in touch with us.